Loading Data...
SCGP Hosts Market & Customer Insights with KAO and KARMART to Drive Consumer-Centric Innovation and Sustainable Growth
Loading Data...
SCGP hosted the Market & Customer Insights event to encourage the exchange of perspectives and deepen understanding of customer and consumer needs through real-world experiences and insights from business partners. The event aimed to translate these insights into solutions and innovations that better meet consumer needs, while strengthening SCGP’s role as a Trusted Business Partner.
The event featured executives from two business partners in the Consumer and Healthcare sector: Mr. Suttipong Limsila, Head of Corporate Strategy at Kao Industrial (Thailand) Co., Ltd., and Mr. Wiwat Theekhakhirikul, Chief Executive Officer of KARMART Public Company Limited. Both shared their business experiences and perspectives on understanding consumer behavior, developing innovative solutions that keep pace with market trends, and fostering collaboration to unlock business opportunities and drive sustainable growth together.
KAO: Transforming Consumer Insights into Consumer Experiences and Sustainable Value
Mr. Suttipong Limsila, Head of Corporate Strategy at Kao Industrial (Thailand) Co., Ltd., explained that consumer needs in the Consumer & Healthcare market are becoming increasingly diverse. As a result, competing through mass-market products primarily on price may no longer be sufficient to sustain future growth. Businesses must differentiate themselves and deliver greater value to consumers, with Consumer Insight serving as a critical starting point.
Product Experience is the foundation of Consumer Experience, helping create lasting impressions and long-term brand loyalty. Kao therefore focuses on developing Product Experiences that deliver both functional and emotional benefits by continuously integrating consumer insights, collaboration with partners through co-creation, and product innovation.
One example of translating Consumer Insight into Product Experience is Biore Guard Mos Block Serum, a mosquito-repellent product from Biore Guard. Kao researchers drew inspiration from the reddish secretions on hippopotamuses’ skin, which help deter insects from landing on the skin. This led to the development of a silicone-based oil with similar properties that helps reduce mosquito landings. The innovation also aligns with consumer insights, as consumers increasingly seek products that are safe and free from chemicals.
Another example is Kao’s application of RNA Technology, which addresses a common consumer question: why does the same product deliver different results for different people? This technology helps consumers select personal care products that better suit their individual needs.
Sustainability remains a key priority for Kao, with success depending on collaboration both within the organization and with business partners. Kao and SCGP have jointly developed mono-material packaging for Magiclean floor cleaner to improve recyclability. This initiative serves as a model for future sustainable packaging development, applying a life-cycle approach to design that balances sustainability with product quality and creates opportunities for further applications across other products in the future.
KARMART: Adapting to Trends, Creating Value, and Taking T-Beauty to the Global Market
Mr. Wiwat Theekhakhirikul, Chief Executive Officer of KARMART Public Company Limited, shared KARMART’s growth journey in the cosmetics and beauty market over the past decade. A key strength has been its business model, which encompasses diverse distribution channels, enabling the company to expand consumer reach and continuously unlock new business opportunities.
One of the key challenges in the cosmetics industry is the rapid pace of changing trends. KARMART therefore places strong emphasis on agility and developing new products that respond quickly to market demand while maintaining sales momentum. This highlights the importance of experimenting, learning, and adapting quickly in a highly competitive business environment.
Business partnerships are another key strategy driving KARMART’s growth. Through collaborations with influencers and beauty experts, the company actively builds brands and develops products by combining expertise with consumer understanding from different sectors to create products that more closely meet consumer needs.
Regarding the challenge of taking T-Beauty to the global market, Mr. Wiwat emphasized that Brand Value Creation is key to the success of Thai cosmetics brands. The critical question is how Thai brands can create distinctive value to strengthen their positioning and competitiveness, enabling them to expand into international markets.
