Business Movement

"Central Department Store" Introduces the "5 INs Strategy" for its Beauty Department as Part of the "Central All The Beauties" Campaign, Solidifying its Standing as Thailand's No.1 Beauty Destination for All Generations

Sustained Growth: Central's Beauty Galerie continues to achieve remarkable year-on-year sales growth, further solidifying its exceptional performance. During the first quarter of 2023, the combined sales of CDS' Beauty Galerie, Robinson's Beauty Department, and KIS Beauty Store experienced a notable surge of 14%, accompanied by a substantial 12% increase in transactions.

Thailand’s Biggest Beauty Destination: CDS' Beauty Galerie, Robinson's Beauty Department, and KIS Beauty Store reign as the country's largest beauty destinations. With 109 branches covering 78,802 sqm, they offer an extensive range of skincare, makeup, fragrances, and beauty tools, catering to every beauty need.

Customer-Centric Strategy: Central has unveiled its innovative 5-INs strategy, placing a strong focus on Individualism, Inclusivity, Insights, Innovation, and Inspiration. This visionary approach is designed to attract customers from diverse segments and reinforce the status of CDS' Beauty Galerie, Robinson's Beauty Department, and KIS Beauty Store as the go-to destination for all-encompassing beauty experiences.

Embracing Diversity: Central embraces the concepts of ‘diverse beauty, self-value, and self-acceptance’ with the launch of the "Central All the Beauties" campaign. The campaign celebrates individuality with the "Central Beauty Awards 2023", allowing customers to vote for their favorite beauty products.

Central Department Store, under Central Retail, proudly celebrates the outstanding success of its Beauty Galerie Department, cementing its position as Thailand's No.1 destination for beauty products. With unwavering support from customers of all ages, Central has captured hearts across the nation. To further strengthen its presence in the dynamic beauty market, the retailer is excited to unveil the upcoming "Central All the Beauties" campaign. This empowering initiative embraces diverse beauty, catering to individuals of all genders and age groups while championing inclusive beauty values. Central Department Store introduces its comprehensive "5 INs" marketing strategies: Individualism, Inclusivity, Insights, Innovation, and Inspiration. These meticulously crafted strategies enhance the beauty department's offerings, ensuring they seamlessly align with each customer’s unique lifestyle and preference. With a dedicated focus on delivering a seamless shopping experience, both online and offline, Central Department Store remains committed to meeting the diverse needs of its customers.

Olivier Bron, Chief Executive Officer - Department Store, under Central Retail, said, “The Beauty Galerie Department of Central Department Store has pioneered the introduction of world-class beauty brands to the Thai market, ensuring that our customers stay up-to-date with international beauty trends. We have curated an exceptional collection of renowned global brands, spanning makeup, skincare, fragrance, and beauty tools, to offer customers a comprehensive one-stop shopping experience. Our commitment to customer satisfaction drives us to continuously introduce new products and services that bring joy to our customers. This dedication has established 'Central Department Store' as the preferred destination for beauty shopping, fostering a strong connection with our valued customers. Our success is reflected in our consistent growth, with sales increasing year-on-year. In the first quarter of this year, the combined sales of the Beauty Galerie Department at Central Department Store, the Beauty Department at Robinson Department Store, and KIS Beauty Store grew by 14%. Additionally, the total transaction volume experienced a remarkable rise of 12%, primarily driven by the expansion of KIS Beauty Store branches and the revamped shop layout at CENTRAL @ centralwOrld. To reinforce our position as Thailand's No.1 beauty destination this year, we have implemented a comprehensive '5 INs' strategy to engage with all customers at Central Department Store's Beauty Galerie Department, Robinson Department Store's Beauty Department, and KIS Beauty Store across our 109 branches nationwide. With a combined beauty department area exceeding 78,802 square meters, the largest in Thailand, our objective is to connect with a broader customer base, truly understand their unique needs, and capture the hearts of customers from every segment.”

The '5 INs' strategy positions Central Department Store as the ultimate beauty destination, offering a comprehensive and immersive experience. The 5 INs include:

  1. INdividualism: Central Department Store takes pride in its individualized approach, providing each branch with unique department designs that allow brands to express their distinct identities. With exceptional services and exclusive promotions in collaboration with leading brands and partners, we deliver a seamless shopping experience to our customers. Our commitment to offering a diverse range of authentic products builds trust and sets Central apart as the ultimate choice in the competitive Thai beauty market.
  1. INclusivity: Central offers an extensive range of beauty products from renowned brands, including exclusive offerings only found at Central. With Prestige and Masstige brand groups, we cater to customers of all genders, ages, and lifestyles. The Beauty Galerie Department at Central Department Store, Robinson Department Store's Beauty Department, KIS Beauty Store, and Central App feature over 500 beauty brands, providing the largest selection in the Thai retail industry including new arrivals from 5 new imported brands; L:A Bruket, Elemis, Avenue, Acqua di Parma and Olaplex.
  1. INsights: By providing products, services, and promotions tailored to meet the diverse needs of customers in every segment, Central prioritizes targeted marketing. Leveraging The 1's extensive customer database of over 20 million individuals (as of May 31, 2023) and utilizing Marketing Technology (Martech), Central Department Store possesses deep insights into customer behavior and preferences. This knowledge enables Central to position the "Beauty Galerie Department at Central Department Store" not just as a beauty destination but as a trusted friend to Beauty Lovers, offering a truly personalized experience.
  1. INnovation: The Beauty Galerie Department at Central embraces cutting-edge technologies and innovations to enhance the customer experience. The modern department designs feature Digital Signage, while brands are encouraged to incorporate Beauty-Technology for unique and interactive experiences. From advanced skin and hair analyzers to AR Filters that help select the perfect cosmetic colors for individual skin tones, Central leverage digital technology to seamlessly integrate in-store and online shopping (Omnichannel). This ensures customers a superior and immersive shopping experience, A new service ‘Central Digital Beauty Concierge’ will also be launched later this year with advice and solutions from skincare experts. Customers can book for a session with available brands in 3 easy steps.
  1. INspiration: Central Department Store aims to inspire customers through engaging campaigns and activities, nurturing a vibrant beauty community. This includes activities such as;
  • Central All the Beauties: a campaign that showcases empowering beauty through individuals who embody self-value and acceptance. Customers can also participate in this empowering beauty journey by voting for their favorite beauty items with the "Central Beauty Awards" activity.
  • Central Beauty Advent Calendars: gift calendars to celebrate special season.
  • CSR initiatives: with the goal of improving society by giving nonprofit and foundation employees jobs. These initiatives include environmental campaigns aimed at minimizing waste from beauty items. The "Beauty Reborn" campaign seeks to reduce greenhouse gas emissions and sustainably combat global warming by collecting donations of discarded packaging from cosmetics at the Beauty Waste Corner, located at Beauty Galerie, CENTRAL @ centralwOrld

Nattakarn Samrankij, Beauty Category Director of Central Department Store Co., Ltd. and Robinson Public Company Limited under Central Retail, elaborated on the campaign, "The Central All the Beauties campaign is a celebration of beauty beyond gender and age. Through eight diverse models, we aim to inspire and empower individuals while showcasing the value and acceptance of one's unique self. We invite everyone to embrace individuality at the 'Central All the Beauties Photo Showcase' exhibition, where beauty in all its forms takes center stage. We're also thrilled to announce the upcoming 'Central Beauty Awards 2023', where our customers can vote for their favorite beauty items. The overwhelming response we received in the past year, with over 50,000 individuals casting their votes, not only contributed to the success of our CDS’ Beauty Galerie Department but also fostered meaningful connections between our customers and partners. Building on the success of last year's Awards, we generated a remarkable sales volume of over 150 million Baht between 24th March 2022 and 22nd May 2022. This year, we aim to secure 50% more votes with over 75,000 participants. With the Central Beauty Awards 2023 campaign in full swing, we anticipate a significant 50% growth in sales during the second half of this year, driven by the heightened interest and enthusiasm of our valued customers.”

Get ready for an extraordinary beauty experience with this year's Central All the Beauties campaign, packed with sensational promotions and activities that beauty enthusiasts simply cannot afford to miss! Highlights are as follows:

  • Central Beauty Bonus: From April 1, 2023, to June 30, 2023, uncover exclusive deals. Receive free cash coupons or digital coupons worth up to 5,000 Baht (when meeting specified conditions). But that's not all! When using The1 and Central The1 credit cards on Fridays through Sundays, enjoy a maximum discount of 27.5%. Plus, redeem points to get up to 30% cash back through Central The1 credit card and participating credit cards at Beauty Galerie, every Central Department store, Chat & Shop, Call & Shop 1425.
  • Central All the Beauties Portrait Exhibition: From June 1, 2023, to July 31, 2023, check out the inspiring showcase of beauty in all its forms. Witness the captivating beauty of eight remarkable individuals representing various genders and ages. This empowering event aligns with the celebration of Pride Month, advocating for gender equality. The exhibition is on the 1st floor, Event Arena, CENTRAL @ centralwOrld.
  • Central The Best Beauty Items Voting: From June 12, 2023, to July 9, 2023, customers are encouraged to cast their votes for the most fabulous beauty items from around the world. Help select the crème de la crème of beauty and stand a chance to win incredible prizes throughout the program. Votes are open via LINE : @CentralBeautyClub or via
  • Central Beauty Awards 2023: In August 2023, the Central Beauty Awards ceremony will take place honoring the finest beauty products, including makeup, skincare, and fragrance, and brands that have captured everyone's hearts throughout the campaign. Be a part of this exciting event, which will take place at CENTRAL @ centralwOrld.

Customers are invited to cast their votes and be part of the excitement as we crown the world's most renowned brands as the best! Explore the captivating offerings at Beauty Galerie, every Central Department store, Central App and Central Chat & Shop on LINE @CentralOfficial, with a personal assistant dedicated to assisting all customers and keeping them informed about all the exclusive privileges.