Shokubutsu Monogatari Overhauls Brand in 17 Years
Thailand's leading bath cream brand Shokubutsu Monogatari unveiled its biggest redesign in 17 years, refreshing packaging and formula while investing 150 million baht to attract younger consumers in a highly competitive market.
Shokubutsu Monogatari, the leading bath cream brand in Thailand, has launched its biggest rebranding in 17 years, targeting a modern image refresh and stronger appeal to Gen Y and Gen Z consumers. On August 9, Warut Eakawasadaporn, beauty care product manager at Lion Thailand Ltd., announced the company has upgraded the product's branding, packaging, and formula to better meet consumer needs.
The bath cream market is highly competitive, with most brands relying on aggressive pricing and promotions driven by economic slowdown and reduced purchasing power. However, Shokubutsu Monogatari is taking a different approach by elevating its brand value while maintaining natural-quality products to boost competitiveness and reach younger customers while retaining its existing customer base.
The company is investing over 150 million baht in marketing during the second half of the year, targeting Gen Y and Gen Z consumers who make up 60% of its customer base. The overall bath cream market is valued at 10.7 billion baht, with beauty products accounting for 61%, children's products 16%, health-focused products 14%, and men's products 5%. Last year the market grew 5.8%, with men's products surging 24% and beauty products rising 9%. Shokubutsu Monogatari holds first place in both the beauty and men's segments with 19–20% market share and grew 10% last year, targeting 8–10% growth this year.
