Herballines and DKSH team up to target Myanmar

By Natasha Spencer

- Last updated on GMT

Herballines and DKSH team up to target Myanmar

Related tags: Marketing, Cosmetics

Asia-focused market expansion services specialist, DKSH, has partnered with personal care manufacturer, Paradise Products, to increase the awareness and sales of its Herballines brand in the Southeast Asian marketplace.

Building a partnership

Paradise Products, which manufactures shampoos, shower gels and facial cleansers, has joined forces with DKSH to market its mild, naturally-blended products to its domestic market.

DKSH and its Business Unit Consumer Goods work with numerous fast moving consumer goods, hair and skin cosmetics, luxury goods and lifestyle products, which are predominantly based in Asia.

This collaboration will see DKSH Business Unit Consumer Goods provide services to Paradise Products’ Herballines personal care product brand in particular, which focuses on marketing, sales, distribution and logistics to build market share in Myanmar, its domestic marketplace.  

Together, the newly-entered agreement aims to maximise Herballines’ brand presence and purchasing availability throughout Myanmar across both traditional distribution channels and modern e-commerce routes.  

In collaborating with DKSH, Paradise Products is looking to build a strong strategic alliance: “While we already have a presence in Myanmar, we needed a strong partner to expand our lead while allowing us to focus on our core competencies,”​ said U Aung Myat Oo, Managing Director, Paradise Products.

Exploring middle-class markets

Global business advisory firm, Boston Consulting Group, revealed that Myanmar’s middle-class demographic, which beauty and personal care firms are increasingly targeting due to their disposable incomes.

This figure is expected to rise to 10.3 mn people in 2020, from 5.3 mn in 2013. Over the next three years, the World Bank predicts that Myanmar’s thriving economy will develop at approximately 7.1% annually.

DKSH sees Myanmar as a key market due to its expanding middle-class segment and growing economy: “Myanmar’s expanding middle class is increasingly expecting high-quality personal care products,”​ said Rajinder Grover, Vice President Consumer Goods and Head Country Management, DKSH Myanmar.

“With our more than twenty years of experience in Myanmar, we are eager to support Paradise Products’ growth by bringing their products to more outlets and by turning shoppers into buyers,” added Grover.

Harnessing networks

“We are confident that DKSH’s extensive capillary distribution network and proven track record in growing business will help us capture our full potential,”​ highlighted Aung Myat Oo.

DKSH has 780 business locations in 36 countries – 750 of them in Asia. The company will use this network to generate sales opportunities for Paradise Products through targeted marketing messages that resonate with Asian audiences and reflect its family-friendly brand.

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