Mandom lauds new formula for Bifesta cleansing lotion

The company says its products have been enhanced with "double micellar" technology, while new packaging is more stylish and the Bifesta logo is more outstanding.

General manager Chananuch Vichitcholchai said the value of the makeup-remover market last year grew by 44 per cent to about Bt720 million. Competition among cleansing-lotion makers has become more intense.

"We believe that the cleansing-lotion market will continue to grow because the products [are adapted] to meet consumer demands," she said.

Furthermore, Bifesta will apply various marketing strategies and recently improved its formulas. Besides changing the packaging design, it has launched a new series of commercials presented by Ariganta "Gypso" Mahaplearkpong.

Chananuch said the company had enjoyed sales success with its compact 60-millimetre container, which is popular with customers who travel regularly because it is easily portable.

The company will expand its distribution network from existing stores, namely Watsons, Boots, Top market, Tesco Lotus, Big C and Max Value.

"We are aiming to branch out our distribution through 7-Eleven and Family Mart for convenient accessibility to stimulate sales growth in 2015. All of these are key factors that will help Bifesta products win the hearts of consumers."

Kisho Matsumoto, a pharmacist at the Mandom Corp technical development centre in Japan, said a key component of Bifesta cleansing lotion was the micellar innovation. This technology allows a deep-cleansing mechanism eliminating the sticky feeling oil-based makeup can leave on facial skin.

Bifesta claims its "double micellar" formula increases its ability to remove makeup and dead skin cells, the cause of dullness, to reveal cleaner, fresher and brighter skin. Users are ensured gentleness of Bifesta products because they contain no alcohol or fragrances.

The company will keep researching to find new technologies, Matsumoto said.