SABINA kicks off the latter half of 2024 with a spectacular bang, making waves by appointing entertainment luminary ‘Anne Thongprasom’ as the ambassador for their upscale collection ‘SABINA FOREVER YOUNG’. The Company aims to broaden their customer base with the ‘Forever Young’ community, challenging compromising stereotypes about women and aging. Introducing three innovations tailored for customers aged 45 and above—Young Lift, Young Firm, and Young Soft—with marketing strategy includes a new series of advertisements, online media, and social platforms to enhance brand visibility. Confident in boosting sales of the Company’s best-selling products, SABINA aims to achieve revenue growth as targeted in 2567.
Miss Duangdao Mahanavanont, the CEO of SABINA Public Company Limited or SABINA, a manufacturer and distributor of “SABINA” lingerie products revealed that SABINA started the second half of this year with a campaign poised to become another groundbreaking phenomenon in the industry. Featuring their new high-end lingerie collection, “SABINA FOREVER YOUNG,” the company has secured entertainment icon Anne Thongprasom as its presenter. This move aims to cater to the growing demographic of consumers aged 45 and above in Thailand, who are increasingly seeking products that address concerns related to aging. The innovations within the “SABINA FOREVER YOUNG” collection are designed to effectively meet the needs of this customer group, aligning with evolving societal trends.
“SABINA continues to affirm its goal of meeting the needs of every customer group, including those aged 45 and above who are concerned about changing body confidence. This drives our innovation to reduce anxiety and increase confidence, ensuring that our ‘FOREVER YOUNG’ collection enhances beauty and is a joyful experience regardless of age or stage of life. Having Princess of Entertainment ‘Anne Thongprasom’ as our presenter assures us that this collection will resonate well with customers and become another bestseller, boosting sales significantly in the latter half of this year. This aligns with our targeted growth of 5-10% for SABINA this year, ensuring solid progress.” said the CEO of SABINA.
Meanwhile, Miss Pitcha Thanalongkorn, Chief Marketing Officer of SABINA, stated that the ‘Forever Young’ campaign aimed to challenge outdated beliefs about women needing to compromise as they grow older. She emphasized that both the new lingerie collection and the new presenter, Anne Thongprasom, would convey a narrative demonstrating that regardless of the passage of time or age-related changes, one’s figure could still be beautiful, thanks to innovative anti-aging features.
The “FOREVER YOUNG” lingerie collection features three standout Young Innovations : Young Lift (LIFT), designed to naturally lift and shape the bust for mature women, reducing sagging with its patterned design; Young Firm (FIRM), incorporating a ‘Tuck Wide Side, Firm Back’ concept with special wide side wing patterns and a V-shaped back design to firm and smooth excess tissue around the sides and back, ensuring a sleek appearance; and Young Soft (SOFT), crafted from premium Bamboo Cotton Organic fabric. This special “FOREVER YOUNG GOLD” line prioritizes comfort and skin-friendliness with enhanced breathability, designed with clasps positioned on the outside to minimize skin irritation, thereby further enhancing comfort during wear.
‘We are confident that this collection will create another wave of success, not only due to the exceptional quality of the products but also because we have planned a marketing campaign through a new series of commercials scheduled to air on July 23rd. This includes utilizing radio programs targeting our key demographics, as well as various online and social media channels, to enhance visibility and reach our customers extensively”, said the Chief Marketing Officer of SABINA.
