1. Amid the Covid-19 pandemic, what challenges have your business faced? And what is your key strategy?

The COVID-19 pandemic has been one of the major challenges for Thailand's beauty industry and our company. We must refine our strategies and business plans to cope with the ever-changing market and rapidly changing consumer behavior.

Regarding the long-term strategy, we aim to increase our top line to 3,000 million baht by 2026. Our focus remains on beauty and health products, such as skincare, makeup, hair color, and food supplements, which align with the company's vision and mission: To be Asia's leading beauty and health company by creating the best innovation to fulfil everyone's demand and inspiring people across Thailand and Asia.

2. How is your product development and business expansion plan?

The priority is to grow and strengthen our core brand - the Rojukiss brand by enhancing the product innovation. At the same time, we continue searching for opportunities to reach consumers by adjusting marketing strategies called "Beauty Convenience." Since Q1/2022, we have been trying to communicate with consumers through digital channels and leveraging data to create effective communication. All supports from our market research team provides in-depth market insights, ensuring that we proceed with the best fit consumer-based strategy.

One tactical approach we used during the pandemic was increasing product volume but maintaining the price. With this promotion, we not only added value and increased customers' access to the product but also captured profitability at a reasonable level. As a result, Rojukiss has continued to grow despite the challenging business environment amid the slow trending of Covid-19 pandemic. with a sales target of 1,000 million baht by 2024 as Rojukiss remains our powerhouse brand.

In addition, we have also attempted to push other potential brands, especially "Best Korea" brand, in which we have upgraded into new formulas and imported ingredients from abroad. The brand highlights its 'convenience to carry and use anywhere' concept because we distribute it as a sachet, which also comes up with an affordable price for everyone. Furthermore, we also launched a new product under the Best Korea umbrella, "Best Korea SSUK," targeting to teen shoppers. The company is committed to build Best Korea the Second Pillar.

Strengthen the company with health innovations

Our core vision and mission is to become Asia's leading beauty and health company by creating the best health-related innovation. Recently, we invested in Hibiocy Co., Ltd. (HIB) to expand our business into health innovations. Consequently, we were able to roll out the first product called "Vaill CoviTRAP Anti-CoV Nasal Spray", designed to suppress the COVID-19 virus physically. We received a very positive support from the market.

Expanding markets and opportunities to become Asia's leading beauty and health company

Regarding the company's long-term plan, we also search for new growth opportunities abroad. Currently, we have entered into four major countries: Indonesia and Vietnam - through the foreign distributor model, Laos and Cambodia - through the cross-broader sale model.

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