Advertising & PR Plan

Marketing Communication

Communication Channel

Since the Coronavirus Disease completely took over the world in 2020, it is evident that the New Normal has clearly altered our lives in a multitude of ways: the way we live, the way we interact with others, and the way we consume. This unexpected and swift change leads to the rise and fall of companies as we are aware of; therefore, the remaining companies instantly turn to digital marketing in order to survive COVID-19. Undeniably, KARMART was also tremendously affected by the economic and social disruption caused by the pandemic; however, we are able to bounce back quickly from the virus outbreak due to digital marketing strategies, online communication channels, and most importantly immediate actions, thereby becoming one of the leaders in digital beauty. A summary of communication channels adapted are as follows:
Point of Purchase Advertising (POP) and Point of Sale Materials (POSM)

Point of Purchase Advertising (POP) is a type of marketing material that is aimed to deliver product information to customers at the point of sale, catching customers’ attention and inciting them to purchase products immediately. The following is the Point of Purchase material used: Shelf Talker, Shelf Frame, Tent Card, Standee, X Banner Stand, Roll Up, Light Box, and etc.

Television (TV) Media
  • TV Commercial

As one of the dominant mediums with outreach well-spreading across various gender, age and income levels, TV Commercial (TVC) is one of the primary communication tools KARMART undertakes to expand brand recognition locally and abroad. Thus far, the company has utilized both Free TV and Digital TV channels such as 33 HD, Thairath TV, Workpoint, Amarin TV, New18, ONE, GMM, etc.

  • TV Program

VTR in-out / Product Placement /Logo End credit /logo on LED /TV-Moderator/ 5-7 minutes media Interview to showcase the company’s portfolio and its new series of products.

  • Print Media

Integrated print media facilitates direct communication with all target consumers through advertisement in newspapers, books and magazines, tie-in of products with selective columns and timely broadcasts of company’s public relation activities, along with media interviews to introduce and promote new products.

  • Out-of-Home Media

The Out-of-Home Media was severely affected by the Covid-19 crisis as travel restrictions and physical distancing have been implemented across the country; therefore, people are bound to stay at home and venture outside less frequently than ever before to prevent and mitigate the viral spread. In other words, the more difficult it is to travel, the less Out-of-Home media is seen by audience. Thus, in 2021 the Company focused on the usage of digital media as a primary instrument for promoting and introducing new products to target audience.

In view of the communication mechanics in modern digital age, online media, of which social media is the main focus, is a key communication channel used to prove the effectiveness of advertising and cannot be neglected as it is the most effective tool in reaching out to KARMART’s target consumers – the young and modern. Hence, great focus and substantial resources are dedicated to online media. Starting from year 2018, the Company redirected marketing communication focus onto online platforms and launched a diversified portfolio of online events, including Short Film Commercial, Product Review, Facebook Ad, Instagram, Twitter, Tiktok Post and Livestream Shopping on our Facebook Page.

Online accounts for the above-mentioned forms of online media are briefly elaborated as follows:

  • Facebook: Karmartsclub, Cathy Doll, Baby Bright, Jejuvita, Reunrom Everyday, Skynlab_Official
  • Instagram:Karmartsclub, Babybrightclub, Jejuvita_supplement, Reunromeveryday, cathydollclub, Skynlab_Official
  • Youtube: KarmartsClub
  • Line Official: @KARMART
  • Twitter : Cathydollclub, Babybrightclub, SKYNLAB_Official, Jejuvita_supplement
  • Tiktok : CathyDollclub, Babybrightclub, SKYNLAB_Official
Influencer and Key Opinion Leader (KOL)
  • Actor/ Actress/ Artist
  • Beauty Blogger
  • Instagrammer
  • Youtuber
  • TikToker
  • Popular Facebook Page
  • Internet Idol/ Model
  • Beauty Leaders on Other Websites

Online Advertising

  • YouTube
  • Google
  • Facebook
  • Instagram
  • Twitter
  • Internal Advertising at Karmarts Headquaters

Brand Ambassador /Brand Presenter

The following is presenters of each brand under KARMART in 2021:
  • Saipan – Jiraporn Buranapong

Representing Cathy Doll Ultralight Sun Fluid SPF50 PA++++

  • Bright – Vachirawit Chivaaree

Representing Cathy Doll Skin Fit Nude Matte Foundation and Cathy Doll Skin Fit Nude Matte Powder Pact SPF30 PA+++

  • Win – Metawin Opas-iamkajorn

Representing Cathy Doll Nude Matte Lipstick, Cathy Doll Lip & Cheek Nude Matte Tint, Cathy Doll Glow Gel Tint, and Cathy Doll Nude Matte Blusher

  • Peck – Palichoke Ayanaputra

Representing Cathy Doll Speed White CC Series, including Cathy Doll Speed White CC Cream SPF50 PA+++, Cathy Doll Speed White CC Powder Pact SPF40 PA+++, and Cathy Doll CC Cushion Stick

  • Weir – Sukollawat Kanarot

Representing Cathy Doll Facial Care Products, including Cathy Doll Super Girl Charcoal Nose Cleansing Strip, Cathy Doll Whiteheads Cleansing Black Clay Mask, Cathy Doll Black Spots Cleansing White Clay Mask, and Cathy Doll Cica Anti Acne Spot Clay Mask

  • Gulf – Kanawut Traipipattanapong

Representing Cathy Doll Perfume and Cathy Doll Perfume Lotion Series

  • Krist – Perawat Sangpotirat

Representing Baby Bright Foundation and Pressed Powder Category: Baby Bright Watermelon & Tomato Matte BB Cream SPF45 PA++, Baby Bright Watermelon Matte BB Powder, Baby Bright CC Plus Cream SPF45 PA++, and Baby Bright CC Vitamin C Powder Pact

  • Singto – Prachaya Ruangroj

Representing Under-Eye Care Products, including Baby Bright Tomato & Gluta Bright Eye Roller Serum, Baby Bright Aloe Vera & Fresh Collagen Eye Roller Serum, Baby Bright 5Hya & Peptide Firming Eye Roller Serum, Baby Bright Tomato & Gluta Eye Mask Patch, Baby Bright Aloe Vera & Fresh Collagen Eye Mask Patch, Baby Bright 5Hya & Peptide Firming Eye Mask Patch

  • Mew – Nittha Jirayungyurn

Representing Lip Color Products, including Baby Bright Lip & Cheek Matte Tint, Baby Bright Lip & Cheek Peach Glow Tint, Baby Bright Lip & Cheek Color Stain Essence, Baby Bright Lip & Cheek Velvet Cherry Blossom, and Baby Bright Mineral Matte Lip Paint

Marketing Communication Activities

2021 witnessed the showcase of many exceptional milestones of KARMART through events organized with the aim of better reaching out to KARMART supporters and the mass consumers, elevating brand value and loyalty as well as boosting sales performance through promotions.

was successfully organized and filled with countless unforgettable moments under the tremendous influence of the undeniably handsome presenters: “Bright - Vachirawit” and “Win - Metawin” on Wednesday 10 March 2021 on Saffron Cruise Chao Praya, achieving the goal of promoting the Nude Matte series of products: Cathy Doll Skin Fit Nude Matte Foundation, Cathy Doll Skin Fit Nude Matte Powder Pact SPF30 PA+++, Cathy Doll Nude Matte Lipstick, Cathy Doll Lip & Cheek Nude Matte Tint, Cathy Doll Glow Gel Tint, and Cathy Doll Nude Matte Blusher.

was successfully held and filled with countless precious memories, featuring 2 heart-melting presenters: “Bright - Vachirawit” and “Win - Metawin” on Monday 29 November 2021 at Banyan Tree Bangkok, achieving the goal of increasing the sales of the Nude Matte series: Cathy Doll Skin Fit Nude Matte Foundation, Cathy Doll Skin Fit Nude Matte Powder Pact SPF30 PA+++, Cathy Doll Nude Matte Lipstick, Cathy Doll Lip & Cheek Nude Matte Tint, Cathy Doll Glow Gel Tint, and Cathy Doll Nude Matte Blusher.

The more you buy, the higher your chance of getting free Peck Acrylic Standee with 5 different designs!! Promotion period: 1 November – 5 November 2021. Aim: promote and enhance the sales of Cathy Doll Speed White CC Series, including Cathy Doll Speed White CC Cream SPF50 PA+++, Cathy Doll Speed White CC Powder Pact SPF40 PA+++, and Cathy Doll CC Cushion Stick.

This exclusive summer party was held by Cathy Doll in collaboration with Thai prominent beauty bloggers on Ocean Emerald Super Yatch in order to promote as well as increase the sales of Cathy Doll Ultralight Sun Fluid SPF50 PA++++.

On Saturday 18 December 2021 at Central Ayutthaya, Cathy Doll held a Year End Mega Sale in partnership with Beautrium and Weir - Sukollawat Kanarot, aiming to increase the sales of Cathy Doll skincare products which are Cathy Doll Super Girl Charcoal Nose Cleansing Strip, Cathy Doll Whiteheads Cleansing Black Clay Mask, Cathy Doll Black Spots Cleansing White Clay Mask, and Cathy Doll Cica Anti Acne Spot Clay Mask.

Cathy Doll held a successful launch of a brand-new perfume products at Karmarts Public Co. Ltd., Headquarters and debuted Gulf – Kanawut Traipipattanapong as the presenter of Cathy Doll Perfume Lotion and Eau de Parfum series. The event was also simultaneously broadcasted through Shopee Live Streaming with the purpose of promoting and boosting the above products’ sales as well.

Joined by a Thai multi-talented actor, Push – Puttichai Kasetsin, this live streaming was conducted as a virtual campaign to promote and increase the sales of Cathy Doll Whitamin C Day Cream & Cathy Doll Whitamin C Spot Serum.

ended beautifully with precious memories thanks to the participation of irresistible heart-throbbing presenters: Krist – Perawat Sangpotirat and Singto – Prachaya Ruangroj on Saturday 20 November 2021 at the Peninsula Bangkok with the intention of promoting and increase sales of the Baby Bright base makeup and under-eye care products as follows: Baby Bright Watermelon & Tomato Matte BB Cream SPF45 PA++, Baby Bright Watermelon Matte BB Powder, Baby Bright CC Plus Cream SPF45 PA++, Baby Bright CC Vitamin C Powder Pact, Baby Bright Tomato & Gluta Bright Eye Roller Serum, Baby Bright Aloe Vera & Fresh Collagen Eye Roller Serum, Baby Bright 5Hya & Peptide Firming Eye Roller Serum, Baby Bright Tomato & Gluta Eye Mask Patch, Baby Bright Aloe Vera & Fresh Collagen Eye Mask Patch, and Baby Bright 5Hya & Peptide Firming Eye Mask Patch.

is a sales promotion with the intention of promoting and increase sales of the Baby Bright base makeup and under-eye care products as follows: Baby Bright Watermelon & Tomato Matte BB Cream SPF45 PA++, Baby Bright Watermelon Matte BB Powder, Baby Bright CC Plus Cream SPF45 PA++, Baby Bright CC Vitamin C Powder Pact, Baby Bright Tomato & Gluta Bright Eye Roller Serum, Baby Bright Aloe Vera & Fresh Collagen Eye Roller Serum, Baby Bright 5Hya & Peptide Firming Eye Roller Serum, Baby Bright Tomato & Gluta Eye Mask Patch, Baby Bright Aloe Vera & Fresh Collagen Eye Mask Patch, and Baby Bright 5Hya & Peptide Firming Eye Mask Patch. Every THB 700 spent on the above products is equal to 1 chance of receiving free 1pc Krist – Singto Handheld Mirror.

A giveaway campaign was conducted monthly on the Facebook Page of each brand under Karmart in order to introduce new products to existing and new customers as well as establishing strong relationships with them.

Corporate Social Responsibility (CSR) Activities

With Corporate Social Responsibility (CSR) as one of the core values of the Company, we are committed to operating and growing the business in a socially responsible way. In 2021, with the intention of preventing and alleviating the impact of COVID-19 to the frontline medical professionals, the Company donated thousands of face masks and alcohol-based sanitizer under the Company’s house brand to hospitals. Besides, the Company, together with country’s leading celebrities, also donated daily necessities to various charities around Thailand to help ease the impact of COVID-19.