Quiescent is the first brand in Thailand to offer sanitary napkins made from 100-per-cent US cotton in compliance with Cotton USA’s criteria to assure consumers of premium quality.
In a one-day promotion, each purchase today will contribute to Siriraj Foundation’s funds for poverty-stricken patients and/or medical equipment/hospital construction.
It targets sales to grow to Bt10 million in three years from the target of Bt3 million this year.
Kraipob Pangsapa, Asean representative of Cotton USA, said yesterday that its marketing strategy for this year was to continue broadening consumer awareness of its brand through focused communications on three distinctive benefits of US cotton – purity, quality and responsibility.
The company hopes to reinforce consumer awareness of Cotton USA as the trademark of quality cotton fibre and encourage local consumers to switch to high-purity cotton products.
“The strategy includes growing our licensee categories beyond fashion brands and home textiles by tapping into the non-woven category, which includes sanitary napkins. This expansion will also expand consumers’ perception of US cotton as a high-quality fibre that is versatile for countless applications,” he said.
Quiescent comes in three types with a price range of Bt180-Bt195.
“Fresh in the Morning” is 240 millimetres thick for days with less menstruation, “One Fine Day” is 280mm for heavier menstruation days and “Free to Dream” is 330mm to facilitate sound sleep.
The products are available at 21 stores of Central Food Hall and Tops Market in Bangkok, Tops Market in Chiang Mai, Pattaya Beach and Phuket Festival, and through www.quiescent-life.com.
“The Thai market for sanitary napkins was valued above Bt6.1 billion last year with its year-on-year growth continuing,” said Manusquanchanok Chanpre-chaset, managing director of Aspired Consumer Enterprise Co. “Our marketing plan will be focused on building Quiescent consumer awareness through advertorials and online media.
“We are confident in this segment’s potential for health-friendly sanitary napkins with Quiescent as the first and only brand to market 100-per-cent-cotton sanitary napkins.
“It will receive a favourable market response, especially from prospects who have high purchasing power and look for premium products.
“We expect Quiescent sales from the launch in May towards the end of 2016 to be around Bt3 million and continue to grow to a target of Bt10 million per year within three years,” he said.