COSMETICS

Elca (Thailand) Co, the leading cosmetics distributor, will launch an e-commerce website for the Clinique brand next month, aiming to reach more customers.

It will be the first website in Southeast Asia for the Este{aac}e Lauder affiliate and the fifth in the Asia-Pacific region after Australia, China, Japan and South Korea.

Nunthawan Laosinchai, general manager of Clinique cosmetics at Elca, said Clinique decided to launch its e-commerce business here because of the increasing trend of online shopping among Thai consumers.

A Visa survey in 2010 found the popularity of online shopping for cosmetics ranked second, scoring 16% behind clothing and shoes at 21%.

"The entry into online shopping will increase opportunities to access a wider customer group, including those who live in provinces with no Clinique counters or those for whom it is not convenient to visit a department store," Mrs Nunthawan said.

Online shopping can also serve male customers who do not want to purchase at a cosmetics counter.

"It will help me to learn consumers' behaviour and fulfil customers' needs directly," Mrs Nunthawan said.

Clinique has found that online shopping does not affect its retail sales as most online buyers are new customers.

The company expects 2-3% of its business will come from online shopping within 2-3 years.

Kasikornbank is the payment gateway. Customers can pay by credit cards, money transfers and cash (if based in Bangkok). Repayments can be made by monthly instalments under the bank's terms and conditions.

DKSH will deliver products free for any purchase of more than 3,000 baht. For any purchase of less than 3,000 baht, the company will charge 150 baht for standard delivery within two days in Bangkok and 3-4 days in upcountry. Express delivery will be 250 baht.

Sales of Clinique this year are expected to grow by 15%.