Central Marketing Group (CMG), a division of Central Retail, has recently attained exclusive distribution rights for Aveda in Thailand, marking a significant step into the high-end haircare market.
This development resonates with the increasing demand for luxury beauty products in the market. CMG anticipates a surge in its beauty sales, projecting a growth rate exceeding 15% by the year’s end.
Ty Chirathivat, CMG’s president, indicates that the premium beauty sector in Thailand has showcased robust growth, amounting to over THB 23.7 billion ($733.5 million), haircare products alone contribute more than THB 403 million ($12.5 million).
“This is indicative of a notable shift in consumer behaviour towards a more comprehensive approach to self-care, where beauty and wellness are closely linked,” Chirathivat explains.
Chirathivat adds that the inclusion of Aveda, renowned for its plant-based formulas, allows the retailer to cater to the evolving preferences of younger consumers. These consumers increasingly favor brands displaying a strong commitment to environmental responsibility.
“Integrating Aveda into our product line fortifies CMG’s beauty segment. We aim to broaden both our physical and digital distribution channels, while initiating comprehensive marketing strategies encompassing brand activations and community involvement,” states Chirathivat.
Aveda, currently a subsidiary of The Estee Lauder Companies, was founded in 1978 by Horst Rechelbacher. His pioneering concept of holistic beauty led to the creation of this brand, which specializes in botanical beauty products. The brand has gained recognition for its use of ethically sourced ingredients and support of sustainable initiatives.
CMG has introduced Aveda in 10 different locations throughout Thailand, which include Central Department Stores and Central Online, along with major shopping centers nationwide. This strategic placement is designed to bring Aveda’s products closer to the customers.
What does CMG’s acquisition of Aveda’s distribution rights signify?
The acquisition marks the company’s entry into the premium haircare market, aligning with the increasing demand for luxury beauty products.
Who is the founder of Aveda?
Aveda was founded by Horst Rechelbacher in 1978.
What kind of beauty products does Aveda specialize in?
Aveda specializes in botanically-based beauty products, with a strong commitment to ethically sourced ingredients and sustainable initiatives.
