Ms. Suthipa Panyamahasup, Chief PC & HCC Business Officer of Osotspa Public Company Limited, said, "Exit brand has strived to consistently build its relevancy with men bringing its understanding of men's lifestyles to the forefront of its innovations over the past 20 years. The launch of Exit menthol talcum powder provides a solution for men's skin irritation, stickiness, and odor during the summer season. Aside from delivering level 10 cooling, Exit menthol talcum powder has also incorporated innovative ingredients like hemp seed oil and Peppermint Field inhaler to further differentiate its unique scent offerings in the market. There are two distinctive scents in the range, an energizing scent using hemp seed oil and a refreshing scent using Peppermint Field inhaler through our partnership with Peppermint Field. This innovation will surely help answer consumers' skin needs during the summertime.
"The total value of the talcum powder market is approximately 3.9 million baht, while menthol talcum powder makes up a key segment with a 42% contribution (data from Nielsen as of December 2021). With Thailand's hot and humid weather, the menthol talcum powder category has significant growth opportunities. In addition, our consumer research confirmed there is growing demand in the men's segment and that launching Exit menthol talcum powder was the right fit to address both consumer pain points as well as reinforcing Exit's brand strength in fragrance and odor reduction."
The Exit menthol talcum powder range offers two variants: Exit Cooling Powder Natural Hemp Seed Oil Energizing and Exit Cooling Powder Peppermint Field Refreshing. Both scents are available in leading supermarkets and retail stores across the country and come in a 270-gram size (double-pack), priced at 99 baht."
The marketing campaign aims to build product awareness across the country and drive relevancy among target groups by leveraging the top five key influencers among men to help introduce the product and showcase its skin and fragrance efficacy. The influencer clips will be launched April 1, 2022 onwards. In addition, Exit will also partner with Osotspa's high penetration beverage brand M-150 to further drive a massive trial and generate word of mouth for the innovation via M-150's M-Point digital platform, which has over 7M friend members. M-Point members will be able to exchange their M-Point for Exit's menthol talcum powder product starting March 1, 2022. This more targeted marketing approach coupled with the digital awareness campaign will help deliver both awareness and tighten brand relevancy with its target consumers.
Currently, Exit's product portfolio consists of three categories: "Deodorant," with three level of protection with attractive scent; "Perfume," offering a world-class and long-lasting fragrance; and now, "Menthol Talcum," which offers unique scents and level 10 coolness.
"We are confident that the launch of Exit's innovative menthol talcum powders in two different variants will take the market by storm and drive growth in this growing segment, while reinforcing overall Exit's brand proposition of confidence to be close. We hope Exit will continue to grow as a popular brand among men, who want high value grooming solutions" concluded Ms. Suthipa.
To stay up to date on news about Exit menthol talcum powder and the "Exit" brand, go to https://www.facebook.com/exitbrand.
New! Exit Menthol Talcum Powder, Coolness at Level 10, Unique Scents & Exit Cooling Powder Natural Hemp Seed Oil Energizing Scent, Exit Cooling Powder Peppermint Field Refreshing Scent
Source: ABM Connect
