Panasonic set to conclude marketing roadshow in Singapore

Titled ‘The Beauty Wagon,' a van loaded with Panasonic beauty products travels across each country to spread beauty tips and 'secrets' to women in these regions. Customers interested in the products can try them out and purchase them on the company’s website.

The new range includes Panasonic’s nanocare hairdryer, a nanocare facial iconic steamer, eyelash curler and pocket Doltz toothbrush. Panasonic has also roped in brand ambassadors for each region. For Thailand, actress Urassaya Sperbund will promote the brand. Indonesian actress Atiquah Hasihola is Panasonic’s face in Indonesia. In Vietnam, beauty queen Duong Truong Thien Ly will endorse the products, while television host Marion Caunter represents Malaysia and Singapore.

As part of the campaign, these regional ambassadors will be featured across communication channels. The advertising initiatives include a TV commercial, print collateral, digital efforts, storefront displays and PR. There will also be road shows and demos across these countries.

According to Hiroyoshi Suga, managing director of Panasonic Consumer Marketing Asia-Pacific, the new initiative is aimed at helping Panasonic’s beauty products gain marketshare in Southeast Asia. Panasonic beauty products have a dominant share in the Japanese market, but lag behind in other Asian markets.

To boost its presence in the region, the Japan-headquartered Panasonic started Panasonic Consumer Marketing Asia Pacific as a new business division earlier this year. Based in Singapore, the division is the regional office that oversees sales, marketing, customer service and logistic activities for Australia, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand and Vietnam.

The campaign started in September in Thailand and finishes on 31 December in Singapore. In 2013, the Beauty Wagon may travel to other Asian countries, according to a spokesperson. Creative duties for the campaign lay with Dentsu Japan.