Osotspa keen on teen market

       Osotspa Co, a consumer products and pharmaceuticals manufacturer, is entering the cosmetics market to tap the lucrative teenage customer base.
       The 118-year-old company decided to make the move this year after conducting a market survey of Thai teenagers which revealed that they were starting to use cosmetics at much earlier age than before, said marketing director Vichien Santimahakullert.
       Foundation powder was the preferred product category for about 70% of the teenagers surveyed. The foundation market is estimated to be worth about 3-4 billion baht.
       Osotspa this week launched its "12 Plus Miracle BB Powder", a compact foundation powder, based on its research findings.
       The new product is now available from retail outlets and cosmetic shops.Direct sales will be introduced in the near future.
       The company hopes the product will help it expand into the new customer market, as well as maintain the 12 Plus brand's customer base that it has has developed over the past five years.
       The company spent 10 million baht developing the new product, with another 80 million baht to be spent on marketing it this year.
       Two members of Super Junior, the famous Korean boy band -Choi Siwon and Lee Dong Hae - and the famous actress and model Khemanit 'Pancake'Jamikorn are promoting the product.
       "After using Super Junior to promote our cologne product line, the market share of our cologne doubled to 60% in just one year," Mr Vichien said.
       The company expects sales of 12 Plus Miracle BB Powder to reach 200 million baht in the first year, rising to 500 million within three years.
       12 Plus foundation powder is made in Thailand but uses Korean ingredients,such as ziyu essence. The company will add more new product lines next month.The 12 Plus line now includes talcum powder, deodorant and cologne.
       Sales of all 12 Plus products are targeted at one billion baht for 2009. Osotspa expects the figure to double over the next three years.