ASEAN KEY DESTINATIONS
Rice goes cosmetic
With support from the National Innovation Agency (NIA), Thai Products Innovation Co Ltd has cooperated with Japanese cosmetics manufacturer Picaso Naturals Laboratory, a subsidiary of Picaso Cosmetic Laboratory Ltd, to produce pressed facial powder, adding to the value of Thai jasmine rice.
The company has replaced a main ingredient in pressed powder, talcum, with processed jasmine rice flour to create talcum-free pressed powder under the Oryze brand.
The company's CEO, Yuwadee Boonkrong, sees potential in making a product from natural ingredients to stand out from the general facial powder market. The general market was estimated to be worth 3.5 billion baht in 2010, 70 percent of which was from pressed foundation powder and the rest from loose powder.
The NIA began the project to use rice flour as an ingredient in cosmetics four years ago. It earlier supported Natural Care Co Ltd to produce baby powder from rice flour. The production process, which involves removing the moisture content from the flour while ensuring a no-stick quality, is quite complicated.
Ms Yuwadee said cooperation with a Japanese company with expertise in cosmetic production would reassure customers about the quality of the product.
"This is the first time that a Thai company has hired a Japanese company to produce the product," she said. "We want to sell it under the concept of made in Japan, innovated in Thailand."
Oryze powder from jasmine rice will be sold for 1,250 baht in the Thai market and for about double that price overseas. The company plans to reach households quickly using TV Direct to market the product.
"The price is quite high when compared with leading brands in local markets, but we want to establish the value of Thai products and Thai brands," Ms Yuwadee said.
The company aims for sales of 600 million baht in the first year of marketing both domestically and overseas.
Letters that do not contain full contact information cannot be published.
Letters become the property of AseanAffairs and may be republished in any format.
They typically run 150 words or less and may be edited
submit your comment in the box below