Downy recruits Lingling Kwong to lead Thai market growth

Khaosod•Economy•13h ago

Reader Briefing

Downy invests 100 million baht and appoints Lingling Kwong as brand ambassador to increase market share in Thailand.

•Thai people rank in the top 3 globally for fabric softener usage, at a rate of 86%.
•Downy has launched the Downy Luxe 'Sun-Dried Scent' formula to target urban working women.
•Downy has allocated 100 million baht for a marketing campaign featuring new brand ambassador Lingling Kwong.
•Downy aims for Downy Luxe to reach a 5% market share by Q3 2027.

•Thai fabric softener usage stands at 86%, ranking in the top 3 globally for 3 consecutive years and 1st in Southeast Asia.
•Thai consumers use an average of 70 ml of fabric softener per wash, the highest in the world compared to 30-50 ml in other countries.
•Thai consumers prioritize fragrance because it affects image and provides confidence.
•Downy developed Downy Luxe Sun-Dried Scent to solve the problem of musty clothes for urban working women who wash clothes at night without sunlight.
•Downy Luxe achieved a 2% market share within 3 months of its launch.
•Downy has appointed Lingling Kwong as the new brand ambassador to reflect the image of a modern, confident working woman.
•Downy plans to distribute 1 million free trial samples nationwide.
•Downy targets a 5% market share for Downy Luxe by Q3 2027 and an overall Downy market share increase to over 35% by the end of next year.

Full article content is available on the original source.

Pimchanok Chuenkamolphan

"The fabric softener market is competing fiercely; currently, there are as many as 120 formulas in the market."

ตลาดน้ำยาปรับผ้านุ่มแข่งขันดุเดือดมาก ปัจจุบันมีสินค้าในตลาดรวมกันถึง 120 สูตร

A&G(แอนด์จี)ℹ️

The company producing Downy fabric softener.

Downy(ดาวน์นี่)ℹ️

A fabric softener brand seeking to increase its market share in Thailand.

Ariel(แอเรียล)

A fabric care product brand managed by Pimchanok Chuenkamolphan.

Ambipur(แอมบิเพอร์)

A home care product brand managed by Pimchanok Chuenkamolphan.

Lingling Kwong(หลิงหลิง คอง)

The new brand ambassador for Downy.

Pimchanok Chuenkamolphan(พิมพ์ชนก ชื่นกมลพันธ์)

Marketing Director for Downy, Ariel fabric care products, and Ambipur home care products.

Philippines(ฟิลิปปินส์)ℹ️

A country with a fabric softener usage rate of 84%.

Vietnam(เวียดนาม)ℹ️

A country with a fabric softener usage rate of 58%.