NEO Corporate Public Company Limited (NEO) marks a significant milestone, solidifying its leadership in the Fast-Moving Consumer Goods (FMCG) sector through its pioneering ‘Segment Creator’ strategy. This innovative approach translates deep consumer insights and emerging megatrends into New Product Development (NPD), establishing it as a powerful growth engine. Prioritizing innovation over price competition, NEO uniquely addresses previously ‘unmet needs’ for consumers. This strategic approach has driven sales growth in the first nine months, exceeding market performance. Four flagship products – D-nee Deluxe, BeNice EXOBRIGHT, Fineline 3 in 1, and LovliTails – serve as compelling evidence of this strategy’s capacity to deliver stable, sustainable growth.
Patama Thakolsri, Deputy Chief Executive Officer of Commercial at NEO Corporate Public Company Limited, stated, “Even within today’s intensely competitive FMCG landscape, NEO consistently achieves robust growth through our ‘Segment Creator’ strategy. This strategy is the cornerstone of our ability to carve out entirely new market segments. Over the past year, we have underscored this commitment with the introduction of over 200 innovative New Product Developments (NPDs) designed to meet the previously ‘unmet needs’ of consumers at every life stage.”
The success of the Segment Creator strategy is evident in how global megatrends are leveraged to develop new products, catering to all consumer groups. This year, NEO’s strong focus on Aging Society, Beauty Clinic Trend, Active Lifestyle, and Pet Humanization has driven significant growth. This success stems from the company’s understanding that modern consumers seek not just quality products, but brands that genuinely comprehend their pain points and lifestyles.
“For the overall market outlook in the final quarter of this year, we believe that government economic stimulus programs, such as the Half-Half Plus co-payment scheme, will be a critical catalyst for bolstering consumer purchasing power and invigorating overall market spending.
Combined with the strength of our brands and the quality of our value-for-money products, NEO is poised to grow with every market opportunity,” added Patama.
Sirisupa Ajsonjorn, Chief Marketing Officer, NEO Corporate Public Company Limited, added, “Behind the success of the ‘Segment Creator’ strategy lies a dual-pillar approach: Innovation and Premiumization – a dynamic we term ‘Innovation-led Premiumization.’ We go beyond conventional market research; we decode consumer insights to craft products that precisely address genuine ‘unmet needs.’ The success of these four flagship products unequivocally demonstrates the efficacy of this approach:”
D-nee Deluxe (Addressing Aging Society Trend): Targeting the rapidly expanding ‘Silver Age’ demographic with products specifically designed to solve age-related body odor issues. Achieving an impressive 100 million baht in sales within just 12 months, it boasts an exceptionally high repurchase rate. Leveraging a 360-degree marketing approach across both online and offline channels, D-nee Deluxe is set to become the leading solution for families, with a sales target of 500 million baht within three years.
BeNice EXOBRIGHT (Addressing Beauty Clinic Trend): Introducing clinic-grade beauty innovation, Exosome, directly into body care products. It ignited a viral sensation with the phrase ‘Clinic-Quality Clear Skin Within Reach,’ driving a remarkable 15% sales growth in just four months post-launch.
Fineline 3 in 1 (Addressing Active Lifestyle Trend): Solves the pain points of modern individuals with fast-paced lifestyles by offering a single-step solution that combines three essential fabric care benefits: thorough cleaning, fabric softening and fragrance, and easy ironing. This delivers time-saving convenience, making it a must-have product for modern households, projected to achieve 100 million baht in sales within six months of its market debut.
LovliTails (Addressing Pet Humanization Trend): NEO’s newest brand, LovliTails, develops natural ingredient formulas that intuitively understand pet preferences, resonating with ‘Pet Parents.’ It is poised to achieve 100 million Baht in sales within three years.
NEO’s success under the “Segment Creator” strategy is further validated by a series of prestigious quality awards at both national and international levels. Recently, the BeNice Grape EXOBRIGHT Series garnered two coveted skincare innovation accolades – for its Shower Gel and Body Serum – at the esteemed Sudsapda Awards 2025. Globally, both BeNice Grape EXOBRIGHT Shower Gel and D-nee Deluxe Liquid Detergent were honored with the prestigious International Innovation Awards 2025 from Enterprise Asia (a leading institution dedicated to promoting entrepreneurship in Asia), presented this year in Shanghai, China. These honors collectively underscore NEO’s world-class innovation capabilities.
“These products are powerful demonstrations of our innovation-driven approach to premiumization, which consistently fosters market differentiation and leadership,” Sirisupa concluded. “Even amidst fierce competition, we are unwavering in our confidence that our relentless dedication to developing products rooted in deep consumer insights will ensure NEO’s sustained growth and enduring consumer loyalty. Looking ahead, we remain committed to introducing innovative products that elevate FMCG market standards while continually enriching consumers’ lives with unparalleled experiences from NEO at every stage.”