Business Movement

CMG Capitalizes on K-Beauty Growth, Enhancing its Portfolio with JUNG SAEM MOOL Exclusive Distribution in Thailand

Bangkok, 5 June 2024 – Central Marketing Group (CMG), Central Retail Corporation, Thailand's leading brand retailer with over 30 world-class lifestyle brands in its continually growing brand portfolio, including fashion, beauty, and technology products, is delighted to announce it has become the exclusive JUNG SAEM MOOL distributor in Thailand. Embracing the growing K-Beauty trend in Thailand, CMG is confident that welcoming this popular make-up brand into its portfolio will help CMG achieve beauty product category sales growth of over 20% in 2024.

Edwin Yap Hawson, President of Central Marketing Group (CMG), Central Retail Corporation, stated, "Currently, the cosmetics market in Thailand continues to grow steadily, with total value exceeding 300 Billion Baht. The make-up segment accounts for 12%1 of the total cosmetics market. Along with the rising popularity of K-Pop and K-Drama in Thailand, Korean cosmetics brands have become highly attractive products. As a leading global brand retailer in Thailand, CMG sees an opportunity to align with consumer trends. Therefore, we are adding the JUNG SAEM MOOL brand to our beauty portfolio”.

"The Beauty category has been a very important part of our portfolio, and we intend to boost our presence in Thailand’s beauty industry. With the addition of the JUNG SAEM MOOL brand, we are confident that we can accelerate our beauty category sales growth even faster. Our key strategies focus on expanding sales channels, enhancing marketing activities, and increasing product lines to further accelerate brand growth in Thailand," Mr. Edwin added.

JUNG SAEM MOOL is a Korean professional cosmetic brand founded in 2015 by the highly esteemed Korean make-up artist Ms Jung Saem Mool, who has been collaborating with Korean celebrities since the early 90s.

With over 250 point-of-sales in South Korea, the brand's product line comprises 4 main categories, including skincare, base makeup, color makeup, and makeup accessories, all inspired by over 30 years of experience in the beauty industry. These products have consistently received numerous awards for their outstanding design and innovation.

The best-selling JUNG SAEM MOOL products include Masterclass Radiant Cushion, which offers long-lasting hydration and a flawless glow for alluring skin beauty. This must-have cosmetic provides a lightweight yet high-coverage formula. Another famous product is Essential Mool Cream, created to enhance the complexion, allowing make-up to glide on easily and keep the skin hydrated throughout the day.

Paviyada Rattanasudjai, Head of Beauty and Technology Category of Central Marketing Group (CMG), Central Retail Corporation went on to explain that "The JUNG SAEM MOOL brand is rapidly expanding in Southeast Asia because it is a makeup brand known for its innovative products, backed by numerous awards. Another standout feature of the brand is its professional makeup techniques, which are unique to the brand. This sets JUNG SAEM MOOL apart from other makeup brands, especially with its emphasis on natural makeup looks and the popular "Glass Skin" trend, which has become a mainstream makeup trend. With consumers' current behavior increasingly focused on carefully selecting cosmetics and seeking products that enhance professional makeup application, we see great potential in driving the growth and expanding the customer base of the JUNG SAEM MOOL brand in Thailand”.

“To promote the JUNG SAEM MOOL brand - besides introducing new product innovation, we will implement omnichannel marketing activities tailored to Thai consumers. We will also offer special services at point-of-sales to create an exceptional experience. We are gearing up to transform brand’s point-of-sales with a sleek, modern look and progressively expand our presence both offline and online. This includes sales points in Central Department Stores and leading shopping centers, online marketplaces, and other channels in the future, to allow JUNG SAEM MOOL brand to reach a wider consumer base,” Mr. Edwin concluded.

CMG has already taken over responsibility for four sales points at Central Ladprao (2nd Floor), Siam Paragon (M Floor, Beauty Hall), Siam Center (G Floor), and Fashion Island (1st Floor).

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1 The Thai Cosmetic Manufacturers Association; https://thaicosmetic.org/index.php/tcmanews/news-from-media/101-3