Emphasis on the Chinese market through Alibaba’s Tmall
Mr. Nopparut Thanapattarachaitat, Managing Director of Tip Surat Company Limited, founder of Durrianar By SQ, enthuses that the company has launched Durrianar By SQ with skincare benefits from durian, the king of Thai fruits and the country’s famed best-selling economic crop. Durrianar By SQ is a skincare formulated with extensive research into the much-loved local fruit, which has substantial potential to be commercially diversified to add value to the fruit and be exported to international markets.
“I’m from Rayong province, where durian is our local pride, and I saw the potential of durian to be diversified into many different products. We did some research and found that durian has more than just nutritional benefits through fresh or processed fruit, food or snacks,” Mr. Nopparut says.
The research shows that durian is packed with benefits for the skin, especially bioactive compounds that act as antioxidant agents to combat skin ageing signs. Durian extracts are incorporated in high quality skincare products that aim to benefit and care for all skin types.
“It all started late 2018 when I had the idea of using durian extract in skincare. I reached out to Asst. Prof. Dr. Jiraporn Tongtan from Suan Dusit University to help conduct a primary study of durian extract’s antioxidant properties to set the direction of our skincare production. We are now applying for patents and research funding to expand the study and properly regulate the extract for consumers’ safety.”
Fusing the benefit of durian extract, the company earlier launched face masks under the brand Durrianar By SQ in 2019, through online channels. This was followed by a launch roadshow in China which was well-received by Chinese consumers. It was only natural then at Durrianar By SQ should have more products added to the brand.
Using advanced technology and cosmetic science know-how, the king of fruit has been transformed into the queen of beauty. The extract is harvested from young durian shoots which are cold pressed to preserve the bioactive property that is the essence of Durrianar By SQ. Another key highlight of the product is its unique durian flower – not durian fruit – fragrance which is currently under further studies to add more value to the fruit.
Durrianar By SQ uses young durian shoots from an organic durian farm in Rayong which is overseen by young smart-farmers. Every step of the plantation process uses machines and technology and less manpower and chemicals to ensure high quality and safety. This makes the young durian shoots from the farm most suitable for Durrianar By SQ skincare.
Mr. Nopparut adds that Durrianar By SQ offers seven products across three lines: Age Care Cream that prevents ageing signs, moisturises and restores dull skin; Whitening Cream that naturally brightens; and Anti-acne that reduces acne and redness from acne. All Durrianar By SQ products are “jelly mask” lightweight night creams that deeply moisturise during the night and are also ideal for daily use without having to rinse off.
Popular products from Durrianar By SQ include “Golden Durian Facial Mask” and water solution, alcohol-free 3-in-1 facial cleansing “Extra Gentle H2O Cleansing” that delicately and thoroughly cleanses eyes, lips and face for all skin types. Durrianar By SQ also looks to launch more products in the future.
“We want to offer skincare products for every age group. Anti-acne aims for teenagers with acne problems, while Whitening Cream targets 30+ consumers who can also benefit from our Age Care Cream. I see the growth potential of the skincare market, and I am confident that the story of Durrianar By SQ will grab attention of skincare lovers and draw their interest to the skincare brand with durian extract by Thai people that so far is the first and only brand of its kind to be distributed internationally.”
In Thailand, Durrianar By SQ is currently available via popular online channels such as Shopee, JC Central and soon Lazada. Consumers can also purchase Durrianar By SQ via https://www.facebook.com/DurrianarTH/. Durrianar By SQ has been available at King Power since 2020 which has since become an important channel through which international consumers get to know the brand.
“Durrianar By SQ started off with international market distribution in King Power and launch activations in China. We also see great potential in the Thai market, especially through e-commerce channels that have grown exponentially this year. We are pushing our products more via online shopping channels and looking to repackage our products to appeal more to Thai consumers.”
Durrianar By SQ has registered its trademark in Thailand and more than 10 other countries, including China and Thailand’s neighbouring countries such as Myanmar and Laos. In China, Durrianar By SQ has been distributed through www.tmall.com by Alibaba, one of China’s largest e-commerce channels, since July 2021. The company sees much more potential in the Chinese market, mainly because durian is already popular among Chinese consumers.
This year-end, the company is planning to penetrate the Vietnamese market. Negotiations are currently underway with Vietnamese partners. Durrianar By SQ is also set to expand to other countries in ASEAN with the same approach, i.e. through local partners that understanding the market and consumer behaviours.
“People in ASEAN love durian, and we take this opportunity to introduce Durrianar By SQ to them because they are already familiar with the fruit. Our future plan is to build Durrianar By SQ as an international brand and promote Thailand to the world.”