12 - Super Brands

under 12plus umbrella is cologne; it is now on the
developing process to extend the line for perfume
products that can support grown-up woman
market. Annually, 12plus continues developing the
existing products for both product benefits and
packaging design. Also launching innovations once
every year to reinforce its status as a brand pioneer.
In 2015, 12plus have created the newest
phenomenon, and excited the Thai market again,
by launching “12plus snail whitening series” in both
group of personal care and cosmetic. This again
makes them the first mover in Thailand to introduce
highlight products such as Shower cream, Roll on,
MARKET
Beauty and personal care products for Thai women
are abundant in the Thai market with 12plus being
one of the most competitive and dynamic among
the key players in the market. As of 2013, 12plus
competes in five categories: mentholated talcum,
cologne, deodorant, cosmetics and the newest
member, shower cream. As for cologne, 12plus is
the undisputed leader in category with 57% share.
12plus constantly introduce new excitements to
the market with newly developed formulas and
products, particularly the limited edition items and
Character products. 12plus has begun to strongly
and clearly establish itself as a beauty brand for Thai
women. Moreover, 12plus has been doing business,
related to Asean Economy Community or AEC in
the last two to three years and their distribution
channels have increased to the group of Asean
countries such as Myanmar, Laos, Cambodia and
Vietnam.
ACHIEVEMENTS
12plus is a successful brand and this can be
attributed to the brand’s aim towards appealing
to adolescent and Thai women, and its ambition
for being the “first”. For example, 12plus was the
first brand in Thailand to introduce Korean singers
in their advertising strategy and presented them
in the full IMC campaign. It was proven to be an
extremely successful strategy in establishing mass
awareness and became the talk of the town. 12plus
became the first brand to match up Thailand’s
A-list superstars with Korea’s A-list superstars. In
addition, 12plus has used A-list superstars as brand
endorsers such as Yaya Arussaya, Naded Kukimiya,
Aum Patcharapa, Ploy Cherman and these were
consistently presented on the 12plus packaging as
well.
In 2015, 12plus re- launched 12plus cologne
together with new presenter,
Mint Chalida, She is a
Superstar in Thailand who is very
famous and among the front line of
superstars who always hit the news.
The brand endorsers were
employed in 12plus full IMC
campaign in both above and below
the line, with the big integrated full
IMC campaign.
Furthermore, 12plus is the first
cosmetic brand which has been
using the famous couple in Thailand
as presentera, Mark Parin and
Kimberry, they held a big event at
Bangkok downtown, Siam Square,
to promote new presenters and
also their new product series
“12plus Luminous CC snail
Whitening”. The campaign created
a considerable buzz in the market
and mass media.
12plus launched a big campaign that created
the newest phenomenon in Thailand with the first
exclusive foam concert, called “Dancing with The
Star Concert”. The concert was performed by the
singers from “The Star” and other superstars in
Thailand who are very popular among Thai fans,
such as Gun Napat, Great Varinthon, Son Yuke.
12plus was able to attract an exceptionally large
number of media sources and fans more than 2,000
participants, thus a widespread awareness and
recognition were created.
HISTORY
12plus was founded in 1992; starting with the
cologne market. The brand was aiming at 12-15
year old pre-teens as the primary target and 16-18
year old teenagers as the secondary target. At that
specific time period, there was no international
brand in the market serving this demographic
segment, which was a good opportunity area for
the brand to develop, grow and prosper. Hence,
BRAND VALUES
12plus positioned itself as the number one product
for teen and pre-teen women.
In order to respond to the needs of this young
generation, 12plus built its brand under one strong
umbrella branding concept to support its overall
product lines. Furthermore, 12plus marketing and
communication campaigns consistently used idol
marketing and event marketing strategies, and with
effective implementation - it helped to accentuate
the success of the brand. Eventually, this put 12plus
in the number one position in personal care for
pre-teen consumers.
In 2009, 12plus began to expand its target into
an older age group of 18-22 year old women,
which was in response to evolving consumer
demand. Women were growing increasingly more
sophisticated in their beauty knowledge and
regimen, seeking products and brands that could
serve their needs. With the increased maturation
of the target, 12plus also revitalised the brand’s
personality from being “Irresistibly Charming” in
a young, fresh and lively way into a more mature
and sophisticated interpretation
of “Irresistible Charm” that is
confident, trendy, daring and
energetic.
Additionally, the adaptation of
12plus logo also helped create a
sleek, more mature, more modern
look and feel to the brand that works
in parallel with the brand’s intended
direction to address the more mature
women consumers.
Today, 12plus has shifted to address
the needs of the older women
segment and is becoming a fashionable
brand that leads the trends.
PRODUCTS
12plus offers two product categories;
Personal care product (mentholated
talcum powder, deodorant, and shower
cream) and Beauty Product which
is cosmetics. Also, another product
8
PROMOTIONS
12plus actively integrated all marketing activities,
including above and below the line, throughout
the campaign; however television was still the
conventional main medium consisting of TV loose
spots, tie-in programmes and other supporting
media such as magazines, radio, online, cable TV,
and POP. For this year, they focus on the visibility of
the brand in order to create an awareness among
consumers throughout the more distribution
channels both of Modern trade and Traditional
trade by launching Display Contests and other
activities.
Digital is one of key channels to reach consumers
these days. Online is not only a direct channel to
promote promotions and activities, but also a key
driver to create WOM for brand itself. Since 2012,
12plus have been focused on online channels and
social networks for activity and to communicate
directly to target consumers through social media
on Instagram, 12plus official and Facebook.
For the part of Public Relation, using an A-list
superstars as a presenter makes 12plus an
interesting brand and also its products, so they
always receive great responses from the marketing
media, entertainment media and consumers.
Lotion and Cosmetic which have achieved a lot of
interest from most consumers.
For the past few years, 12plus shower cream
continued to create more awareness and excite
the market by introducing new product, 12plus
Whitening Shower Cream which became the top
of mind product among consumers as soon as it
launched in the market.
12plus Cool Power continues to emphasise its
strength by launching a new product “12plus Super
Extra Cool” together with its new presenter “Mark
Prin” in order to expand the market and set the
new position as a unisex product for responding to
the needs of market and consumers.
For emphasising the Number One brand
of cosmetics and creating excitement
among consumers, 12plus cologne has relaunched “12plus pocket cologne” which is
the key variant for a new package design
and new presenter, Mint Chalida, and
presenting her in the full IMC campaign.
12plus is in the business of inspiring Thai women
to express her inner magnetism; to help her
confidently engage and captivate others; to allow
her charm to shine through in everyday situations.
In delivering on this commitment, 12plus strives to
continually uncover the young woman’s needs, her
motivations in life and her insights towards beauty.
Built on a heritage as a brand for pre-teens and
teens, but with a determination to stay relevant
even as she enters womanhood, maintaining this
relationship is becoming ever more important to
12plus. So, armed with a solid understanding of
the young woman, 12plus not only continues to
spearhead emerging trends, which are reflected
in the marketing strategies and product offerings,
but it also ensures that 12plus maintains a
relevant relationship with Thai woman through a
commitment to inspire her inner irresistible
charm to shine through.
www.my12plus.com
RECENT DEVELOPMENTS
Despite the fact that the
current market is highly
competitive and aggressive,
12plus never ceases to
develop its product
offerings to the
market by creating
products that truly are
differentiated from
the competitors to
reel in the interest of
the target consumers.
Moreover, 12plus also
competes in this red
ocean by creating new
products with limited
edition trendy product
concepts to match with
the consumers’ lifestyle.
Things you didn’t know about
12plus
12plus is the first in the market who used Korean
and Thai superstars as presenters:
Korean Superstars: Super Junior, Lee Minho, Siwon,
Tiffany, Kim Tae-Hee.
Thai Superstars: Aum Patcharapa, Ploy Cherman,
Yaya, Pancake, Naded.
l 12plus held the largest outdoor shower event
that beat the Guinness World Record on Jomtien
Beach, Pattaya.
l 12plus cosmetics was the only brand from
Thailand to receive the opportunity to attend an
internationally acclaimed event, “Vogue Fashion
Night Out” at Siam Center.
l 12plus Brand is the first in Thailand market
to launch snail series, both of personal care and
cosmetic categories.
l