Headline: Unilever backs Thai soap debut with $2.5m push
Unilever is tapping the high demand for skin whitening products by introducing Lux Whitening bar soap, with a promotional budget of 100 million baht (US$2.5 million). The product is priced at three bars for 32 baht, compared with four bars at that price for regular Lux soap. "We were very successful with the launch of Lux skin lightening shower cream, resulting in Lux's market share growing from 23 to 29 per cent," said Vittavas Tantives, managing director of Unilever Thai Trading. He expected the whitening product would help Lux maintain its leadership in the beauty soap segment.