Too Faced powders Bangkok

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Too Faced, the US makeup brand, will enter the country's 30-billion-baht cosmetics market next week.

The new cosmetics brand from Hollywood will be imported by Pink Peo Co.

Thailand is the third Asian market for Too Faced after Japan and Singapore. Its products are available in 12 countries, said managing director Peangporn Suvarnpradip.

Too Faced is founded by Jerrod Brandino, a makeup artist from Beverly Hills.

The first outlet will open on the ground floor of CentralPlaza Lardprao on Feb 13. Three more outlets are planned for Central's Chidlom and Pinklao malls and Zen Department Store by March.

Mrs Peangporn said Pink Peo is the sole distributer of Too Faced in Thailand for three years, with an option to extend for another two years. Under the contract, the company has to open nine outlets within three years.

Pink Peo expects sales of Too Faced to hover near 40 million baht this year, increasing to 100 million and 190 million in 2013 and 2014, respectively.

Too Faced is priced between 500 to 3,000 baht and targets customers aged 18-45.

Mrs Peangporn has seven years of experience in the cosmetics business and saw huge market potential to expand her cosmetics operation in Thailand.

"Cosmetics never die in Thailand, as market demand continues to grow even in difficult economic times," she said.

Thais like to take care of themselves to look good at all times. The pre-teen group is a burgeoning market, as Thais start using makeup at younger ages than ever before, she added.

The cosmetics market averages growth of 7-8% per year.

Some two-thirds of the market, or 20 billion baht, belongs to local brands and direct sales, with international brands making up the rest.

Too Faced sees itself as positioned between the lifestyle and professional segments. Professional cosmetics brands include Mac, Bobbi Brown and Nars, while lifestyle brands are Benefit, Anna Sui, and Bloom.

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