Marketing Communication
Communication Channel
As the digital landscape today continues to evolve in the “New Normal” and holds an ever-increasingly significant role in a dynamic global village, online media remains a centric aspect of modern marketing communication relating to consumers’ routines, social connections, and behaviors. Karmart is therefore actively enhancing our digital marketing strategies, which involve expanding online communication channels and optimizing response times, positioning itself as a frontrunner in digital beauty. The Company also constantly expands into diverse customer segments, particularly the mass market, by offering an extensive range of brands and products. A seamless integration of both offline and online channels to achieve widespread business outreach is strongly held at the core of our marketing communications and a synopsis of the adapted communication channels is outlined below:
Throughout the past year, the Company consistently prioritized the enhancement of its online presence and actively participated in a myriad of digital marketing initiatives. These efforts have encompassed collaborative ventures and co-campaigns with our retail partners, influencers, and Key Opinion Leaders (KOLs). Moreover, we have forged strategic alliances with prominent online platforms including Google, YouTube, Facebook, Instagram, and TikTok. Additionally, we have capitalized on online advertising opportunities, secured digital ad space, and harnessed various platforms for product reviews, communication channels, and live selling sessions via our flagship media outlet, Karmartsclub. Further amplifying our online footprint, promotions and product showcases are routinely spotlighted across our primary digital channels, featuring prominently on Facebook Story, Instagram Story, and Instagram Reels.
Online accounts for the above-mentioned forms of online media are briefly elaborated as follow:
- Facebook: Karmartsclub, Cathy Doll, Baby Bright, Jejuvita, Reunrom Everyday, Skynlab_Official, Lip it Thailand, Intimi, Browit_by_nongchat, THA_Official, Hairit_official, Beautilox_official, Faceit, BoyaOfficial
- Instagram: Karmartsclub, Babybrightclub, Jejuvita_supplement, Reunromeveryday, cathydollclub, Skynlab_Official, lipit.official, intimi.official, browit_by_nongchat, thaskincare_official, hairit_official, beautilox_official, faceit_th, boya_officialth
- Youtube: KarmartsClub, Browit By Nongchat
- Line Official: @KARMART
- Twitter : Cathydollclub, Babybrightclub, SKYNLAB_Official, Jejuvita_supplement, Lipitofficial, Browit By Nongchat, Boya Official
- Tiktok: CathyDollclub, Babybrightclub, SKYNLAB_Official, tiktok.Jejuvita, Karmartsclub, lipitofficial, intimi.official, browitbynongchat, thabynongchat, hairit_official, beautilox_official, faceit_th, boya_thailand_official
Influencer and Key Opinion Leader (KOL)
- Actor/ Actress/ Artist
- Beauty and Lifestyle Blogger
- Instagrammer
- Youtuber
- TikToker
- Popular Facebook Fan Page
- Internet Idol/ Model
- Beauty Leaders on Other Websites
Online News
- News Pages on Facebook
Online Advertising
- Youtube
- Tiktok
- Internal Advertising at KARMARTS’ Headquaters
Point of Purchase Advertising (POP) and Point of Sale Materials (POSM)
Point of Purchase (POP) and Point of Sale Materials (POSM) are effective tools for enhancing brand visibility and attracting consumer attention at retail locations. Our Company produces various types of these materials, such as Shelf Talkers, Shelf Frames, Tent Cards, Standees, X-Stands, Roll-Ups, and Light Boxes, to promote new products, highlight promotions, and engage customers.
Television (TV) Media
- TV Commercial Spot
TV commercials offer broad audience reach, enabling us to connect with consumers across different demographics. We utilize various television channels, including Free TV and Digital TV platforms like Channel 3, Channel 7, Channel 33 HD, Thai Rath TV, Workpoint, Amarin TV, New18, ONE, and GMM, to effectively showcase our brand and products.
- TV Program Integrations
Our brand is featured in TV programs through VTR in-out segments, Product Placements, Logo End Credits, and spokesperson endorsements during interviews or promotional segments, which typically run for 5-7 minutes.
Print Media
We utilize newspapers, magazines, and other print publications for advertising and PR purposes. Through news coverage, photo submissions, and direct engagement with media outlets, we consistently promote our Company's activities and products.
Out-of-Home Advertising
- Mass Transit Media
Advertising on BTS and MRT trains enables us to reach urban commuters and tourists effectively. Leveraging TV commercials on these platforms enhances brand recognition and visibility among a diverse audience
- Mupi Advertising
Mupi advertising, or small-sized billboards, effectively enhance brand recall and awareness among the general public. Strategically placed across Bangkok and major provinces, they cover both residential and commercial areas.
- Large-Scale Billboards
Prominent outdoor billboards offer excellent visibility and help promote brand recall effectively. Positioned along major roads, intersections, markets, and high-traffic areas in Bangkok, they capture the attention of passersby and motorists.
- Digital Billboards
Digital billboards display dynamic advertising content in densely populated areas, reaching consumers who consume media on their mobile devices while commuting or outdoors. Utilizing TV commercials on these platforms improves brand recall among working-age individuals.
Brand Ambassador/ Brand Presenter
To create credible brand images and promote products to the market, the Company taps on collaborations with renowned artists and celebrities as brand ambassadors in terms of marketing communication. During the past year, the Company had chosen the following presenters for each brand under Karmarts’ umbrella:
- Saipan - Jiraporn Buranapong
Representing Cathy Doll Ultra Light Sun Fluid SPF50 PA++++ and Cathy Doll Aqua Sun Non-Greasy Body Sun Serum SPF50 PA+++
- Pu - Praya Lundberg
Representing Cathy Doll Whitamin C Spot Serum, Cathy Doll Whitamin C Day Cream and Cathy Doll 15% 8HYA Ampoule
- Kittiya Jitpakdee
Representing Cathy Doll Anti Acne Cleansing Water, Cathy Doll Bright Up Cleansing Water and Cathy Doll Hyaluron Cleansing Oil in Water
- Ohm - Pawat Chittsawangdee
Representing Cathy Doll Speed White CC Cream, Cathy Doll Speed White CC Powder Pact, and Cathy Doll CC Cushion Stick
- Nanon - Korapat Kirdpan
Representing Cathy Doll Speed White CC Cream, Cathy Doll Speed White CC Powder Pact, and Cathy Doll CC Cushion Stick
- Bowky - Pitsinee Weerasuttimas
Representing color cosmetics category: Cathy Doll Cover Matte Foundation, Cathy Doll Cover Matte Concealer, Cathy Doll Cover Matte Powder Pact, Cathy Doll Cheers Around Trio Eye Palette, Cathy Doll Get Set Go Brow Cara, Cathy Doll Maximal Eye Liner, Cathy Doll Less is More Mascara, Cathy Doll Skin Fit Jelly Blusher, Cathy Doll Air Relax Lip Blur, and Cathy Doll Hyaluron Lip Moist
- Bellla - Ranee Campen
Representing Cathy Doll Speed White CC Cream, Cathy Doll CC Speed White X3 Powder Pact, Cathy Doll CC Cream Speed Cover, Cathy Doll CC Speed Cover Powder, Cathy Doll CC Cream Anti Acne and Cathy Doll Acne CC Speed Oil Control Powder
- Aum - Thananan Suttithirawut and Kaimook - Nalinee Chaleerin, artists under the XOXOCITY label
Representing Cathy Doll Speed White CC Cream, Cathy Doll CC Speed White X3 Powder Pact, Cathy Doll CC Cream Speed Cover, Cathy Doll CC Speed Cover Powder, Cathy Doll CC Cream Anti Acne and Cathy Doll Acne CC Speed Oil Control Powder
- Jaktrin Giacomo Piazza, Chat - Wasutha Phromchainun, KaowOat - Supasin Singhapan, Boat - Pakorn Tochuensakul, Korn - Palat Chayutnitiroj, Boat - Pakorn Tochuensakul, Vivit - Pharunrit Sarutsitphon, Jeffy - Chutipon Limsirithong, Folk - Ratchanon Wasurat, Aun - Warit Lertjaruvong, Parm - Pawarate Pakdeelakakul, Shell - Thakrit Chaiwut, Dech - Narongdet Rungarun, Win - Jirapat Uttayananon, View - Thanathorn Bunsong
Main actors from Playboyy the Series representing Cathy Doll Perfume Lotion and Cathy Doll Eau de Parfum
- Baifern - Pimchanok Luevisadpaibul
Representing lipstick category: Baby Bright Sweet Café Shiny Tint, Baby Bright Cloudy Bare Tint, Baby Bright Morning C Color Lip Mask, Baby Bright Rejulight Jelly Tint, Baby Bright Truffle 3in1 Ultra Soft Lip, Baby Bright Mask Friendly Lip Tint, Baby Bright Fixing Proof Liquid Lip, Baby Bright Gentle Matte Collagen Lipstick, Baby Bright Lip & Cheek Matte Tint, Baby Bright Honey Tint Lip Treatment, Baby Bright Lip & Cheek Peach Glow Tint, Baby Bright Primer Powder Tint, and Baby Bright Juicy Tomato Water Gel Tint
MASK FRIENDLY LIP TINT, FIXING PROOF LIQUID LIP, JUICY TOMATO WATER GEL TINT, GENTLE MATTE COLLAGEN LIPSTICK, PRIMER POWDER TINT
- Zee - Pruk Panich
Representing Baby Bright Tattoo Eyebrow Liner, Baby Bright Perfect Eyebrow Pencil, Baby Bright Brow Blade Hair Line Pencil, Baby Bright Herbalash Brow and Lash Serum, Baby Bright Draw and Bright Brow Palette
- NuNew - Chawarin Perdpiriyawong
Representing Baby Bright Jewel Eyeshadow, Baby Bright Eye Palette 0.7g x 6 Colors, Baby Bright Red Clover Long Lash Mascara, Baby Bright Up and Down Duo Eyeliner, Baby Bright Rosy Rose Eyeliner, Big Eye Duo Mascara, 2in1 Tiny & Slim Liner
- Saypan - Jiraporn Buranapong
Representing Jejuvita XStox Fiber Powder
- Nutt - Nisamanee Lertvorapong
Representing Lip it brand
- Nan - Lardapha Tangnimitarna
Representing Intimi brand
- Billkin - Putthipong Assaratanakul
Representing Skynlab products
- Krit - Amnuaydechkorn
Representing Skynlab products
- Saypan - Jiraporn Buranapong
Representing Hair It by Saypan products
- Pailiu - Kamonwalai Prajakrattanakul
Representing Beautilox Invisiblur White Up Filter Cream
- Aoom - Thaweeporn Phingchamrat
Representing Beautilox BB Aura Bright Body Cream
- Meena - Rina Chatamonchai
Representing Beautilox CC White Up Body Cream
- Tia Li Taveepanichpan
Representing Face It Draw & Flick Micro Brow
- Meena - Rina Chatamonchai
Representing Face It On Stage Illusion Matte Cushion
- Snack Ajcharee Srisuk
Representing Face It On Stage Illusion Matte Cushion
- Ket - Ketwalee Phonbodi
Representing Face It On Stage Illusion Matte Cushion
Marketing Communication Activities
In 2023, the Company executed various successful marketing campaigns and effectively rekindled essential relationships with target demographics amid the reopening and strong period of growth of the economy.
As the primary sponsor of the inaugural concert by renowned singer Bowkylion on February 18, 2023, at Thunder Dome, Muang Thong Thani, the event showcased various makeup products from the Cathy Doll line. Featured products included Cover Matte Foundation, Cover Matte Concealer, Cover Matte Powder Pact, Cheers Around Trio Eye Palette, Jet Set Go Browcara, Maximal Eye Liner, Less is More Mascara, Skin Fit Jelly Blusher, Air Relax Lip Blur, and Hyaluron Lip Moist.
On March 7, 2023, aboard the Saffron Cruise by Banyan Tree, the event aimed to boost sales of Baby Bright Duo Brow Pencil & Mascara and Baby Bright Trio Slim Lashbrow Cara & Eyeliner, featuring Zee - Pruk Panich and NuNew - Chawarin Perdpiriyawong.
On March 25, 2023, at Osca & Blanco Bar and Restaurant, the event featured Ohm - Pawat Chittsawangdee and Nanon - Korapat Kirdpan, aiming to stimulate sales of Cathy Doll Speed White CC Cream, Cathy Doll Speed White CC Powder Pact, and Cathy Doll CC Cushion Stick.
On April 29, 2023, at MGI Hall and led by Miss Grand Thailand 2022, Engfa Waraha, the event aimed to drive sales of Baby Bright Sweet Cafe Shiny Tint and Baby Bright Gentle Matte Collagen Lipstick.
Collaborating with Watsons for the event on June 23, 2023, at Siam Square Soi 5, this event aimed to promote new products such as Cathy Doll CC Cream Speed Cover and Cathy Doll CC Cream Anti Acne.
Partnered with Watsons for the “Watsons Love is Love” Pride Parade on June 23, 2023, at Siam Square Soi 5, and featuring renowned beauty blogger Nutt – Nisamanee Lertvorapong, the event highlighted products including Lip it Everyday Sun Balm SPF15 PA++, Lip it Tint Me Healthy Balm, Lip it Water Bomb Color Glow, and Lip it Feel'in Good Lip Mask Stick.
On July 2, 2023, at Central Westgate, this event, featuring Billkin - Putthipong Assaratanakul, aimed to increase awareness and sales of Skynlab products.
The event held on July 9, 2023 celebrated Nutt - Nisamanee Lertvorapong's 32nd birthday at Gaysorn Urban Resort, creating awareness and promoting Lip it products to fan clubs.
Nutt - Nisamanee Lertvorapong, the brand presenter for Lip it, participated in the celebration of Watsons' 27th Anniversary on August 3, 2023, at Central Lardprao, to promote Lip it products.
The event offered participants the chance to win up to 2 exclusive privileges during the campaign period from September 1st to 30th, 2023, to join a limited-attendance workshop with Nongchat himself, which was restricted to 30 slots, or to receive a complimentary makeup transformation by Nongchat's makeup artists at the event booth.
Skynlab sponsored the Miss Grand Bangkok - Miss Grand Saraburi event on September 12, 2023, at Golden Tulip Hotel, promoting the Skynlab Premium Gift Set 3in1 Gentle.
Nan - Lardapha Tangnimitarna, the vibrant brand presenter for Intimi, showcased the allure of Intimi products at Cosmoprof CBE Asean Bangkok on September 14, 2023.
Nutt - Nisamanee Lertvorapong, showcased Lip it products with flair and radiating charisma at the successful Cosmoprof CBE Asean Bangkok event on September 14, 2023.
Browit by Nongchat commemorated its 7th Anniversary on October 9, 2023, at Siam Center, celebrating sales surpassing 1 billion baht and unveiling the new Long Stay Series collection.
Lip it partnered with Eveandboy to promote Lip it products at the opening of Eveandboy's new branch at The Mall Bangkapi on October 20, 2023. The event was graced by the presence of Nutt - Nisamanee Lertvorapong, a Lip it brand presenter.
Nutt - Nisamanee Lertvorapong joined the celebration of Beautrium's 12th Anniversary on November 2, 2023, at Siam Square, aiming to boost sales of Lip it products.
Nutt – Nisamanee Lertvorapong participated in the grand annual promotion event, Kaew Beauty Store End of Year Super Sale, on November 8, 2023, at Thongtarin Hotel, Surin province, to stimulate sales of Lip it products.
Nan - Lardapha Tangnimitarna joined the highly anticipated annual promotion, the Kaew Beauty Store End of Year Super Sale, held on November 8, 2023, at Thongtarin Hotel in Surin province, aiming to significantly enhance the sales of Intimi products.
Nutt - Nisamanee Lertvorapong received the ‘Iconic Hydrating Lip Balm with SPF’ award from Praew for Lip it Everyday Sun Balm SPF15 PA++ on November 9, 2023, at Rin at Raintree.
On November 12, 2023, Skynlab hosted the grand opening event, "Skynlab Premium Smile," featuring Billkin - Putthipong Assaratanakul and PP - Krit Amnuaydechkorn, at EightEight Studio. The event aimed to promote Skynlab products and enhance brand recognition as it was broadcasted live on Lazlive to reach a wider audience and stimulate brand sales.
Gucci perfume giveaways, from November 23 to December 11, 2023, was conducted through a competition where customers were required to review Hair It products for a chance to win the complimentary perfume.
Nutt - Nisamanee Lertvorapong participated in the celebration of Eveandboy's 18TH Anniversary Grand Sale on November 24, 2023, at Siam Square, stimulating sales of Lip it products such as Lip it Everyday Sun Balm SPF15 PA++, Lip it Tint Me Healthy Balm, Lip it Water Bomb Color Glow, Lip it Feel'in Good Lip Mask Stick, and Lip it Happy Lip Set.
Nutt - Nisamanee Lertvorapong made a promotional appearance at the Beauty Center, located in the Big C branch at Ubon Ratchathani, on December 2, 2023, from 13:00 to 14:00, to enhance sales of Lip it products.
Bella - Ranee Kampen received awards for Cathy Doll products on December 9, 2023, at Beauty Center, Big C branch, Ubon Ratchathani, promoting Cathy Doll CC Cream Speed White CC Cream, Cathy Doll CC Speed White X3 Powder Pact, Cathy Doll CC Cream Speed Cover, Cathy Doll CC Speed Cover Powder, Cathy Doll CC Cream Anti Acne, and Cathy Doll Acne CC Speed Oil Control Powder.
Nan - Lardapha Tangnimitarna celebrated the opening of Beautrium's new branch at CentralWorld on December 5, 2023, to boost sales and promote Intimi products such as Feminine Intimate Wash, Masculine Intimate Wash, and Underarm & Bikini Line Whitening Toner.
Lucky winners from the Long Stay Beauty with Browit by Nongchat event attended a workshop on December 10, 2023, at Chatrium Grand Bangkok Hotel.
Premium Smile giveaways were conducted from December 13 to 19, 2023, at several MRT stations, including Sukhumvit, Queen Sirikit National Convention Center, Chatuchak, Lardprao, Rama 9, Thailand Cultural Center, and Phetchaburi, promoting Skynlab products such as Skynlab Premium Fresh Smile Toothpaste, Skynlab Mouthwash-Infused Toothpaste, and Skynlab Organic Premium Herbs Toothpaste.
Contestants from the Miss Grand Lampang - Lamphun 2023 pageant showcased Boya Mineral Milk Body Cleansing Mousse at Chiang Mai's International Convention Center (Khum Khantoke) on December 23, 2023.
Toothpaste and mouthwash giveaways took place from December 28, 2023, at nice two Meat u stores, promoting Skynlab products such as Skynlab Premium Fresh Smile Toothpaste, Skynlab Mouthwash-Infused Toothpaste, Skynlab Organic Premium Herbs Toothpaste, and Skynlab Organic Premium Herbs Mouthwash.
Skynlab's toothpaste and mouthwash were featured in giveaways starting December 29, 2023, at After You stores, spotlighting products such as Skynlab Organic Premium Herbs Toothpaste and Skynlab Organic Premium Herbs Mouthwash.
