Things you didn’t know aboutMistine

After the completion of its new logistics centre, in 2013, Mistine will be the most efficient and the largest, privately owned company and door-to-door distributor in Southeast Asia. Started from 2010 on more than 28 acres of land,

Mistine has spent more than 1,500 million baht for its new super mega distribution centre.

Apart from some of the famous Thai daily newspapers, Mistine’s volume of publications are the largest in Thailand. Every two weeks Mistine publishes and distributes more than 5,000,000 copies of catalogues and leaflets.

In 2011 Mistine’s body lotion total sales is more than 25 million units. The amount of body lotion Mistine had sold will fill well over 110 Olympic-size swimming pools.

Every year, all Mistine’s trucks travel more than 30 million kilometres to deliver its products to their customers door-to-door. That’s equivalent to the distance of 76 return trips from the Earth to the Moon.

unconditional money back satisfaction guarantee. This is so because while Mistine products are mostly manufactured domestically, the company’s world class standards have been recognised by, and certified with, Thailand’s Office of Drug and Food Administration, ISO9001, 9002, GMP and many other internationally acclaimed bodies. Mistine has also started to fully import some selected fine products from its partners around the world such as Japan, Korea, France and Australia. These developments are underlining the company’s care objective to create worthwhile opportunities for every woman to be beautiful with exceptional quality products at the most affordable price.

recent develoPMentsEven though it initially set out to be just a cosmetic direct selling company Mistine has

finally realised that, with its strong active sales force of over 1,000,000

representatives, it can take the business to a higher level by simply reinventing itself from

being just a cosmetic direct-selling company, to be a “Network

Direct-Selling Company”, as its CEO, Danai, succinctly put it. With that

reinvention comes Better Way’s new found wealth creator, “Friday Catalogue”.

The new sales channel brings more than 1,000 companies which have joined Better

Way as business partners and alliances. They are more than happy to have their goods and services introduced to Thai customers by the

sheer force of Mistine sales representatives’ coverage.

ProMotion Just like the name of the company, “Better Way”, Mistine is committed to deliver a better way in offering better promotions to its customers.

Needless to say Mistine is the first direct-selling company in Thailand, if not in the world, which combines the use of above and below the line advertising campaigns added to its direct sales marketing model.

Brand valuesIt can be very hard to find someone in Thailand who is not aware of the Mistine presence. From the Survey of Inspired Research Institute in 2010 Mistine’s popularity, in major cosmetic products such as lip balm, powder cake, lotion, mascara and eye-liner is marked as number one in Thailand. This brand

recognition will ensure that Mistine’s values and commitment to women’s beauty, wealth and happiness will keep growing for eternity.

www.mistine.co.th

Mistine.indd 2 28/03/2012 07:47

MarketThailand’s cosmetics direct selling industry is perhaps one of the most competitive in the world. Despite the difficulties caused by economic turmoil and political unrest during 2009-2010, the cosmetics direct selling industry in Thailand has enjoyed 10-20% growth annually. Its market size in term of sales amounted to some 18,000 million baht (from the total Thai cosmetics sales of 50,000 million baht) at the end of 2010 (Source: The Nation, March 26 2011). Thus, with Mistine’s end-of-2011 revenue reaching 13,000 million baht, the 100% Thai owned and operated company enjoys a 65% market share. Within Thailand’s competitive cosmetics direct selling environment, what is the secret of Mistine’s success? One of the most important reasons is its strong and unique organisational culture. In terms of business management and directions, Mistine executives and staff have always opted for a “real” result-oriented approach rather than that of the bureaucratically driven process-oriented approach usually seen in many of the large multi-national cosmetic conglomerates operating in Thailand.

achieveMents Back in 1988, when Mistine was founded, it was staffed with only four people and managed to achieve its first year’s revenue of just a little over 38 million baht. With that fact it is hard for one to imagine that only ten years after its foundation year, Mistine employed more than 1,000 staff, appointed more than 300,000 direct sales representatives and managed to achieve 2,000 million baht in annual revenue. Unimaginable as that may be by its 23rd

anniversary, in 2011, Mistine employed more than 3,000 staff, joined by more than 1,000,000 direct sales representatives nationwide, delivering more than 190 million units of its own products as well as its alliance partners’ products to customers across all walks of life annually and set a new sales record of 13,000 million baht for the year. In terms of product quality, Mistine has always been praised. Not only from its fans but also recognised by world class institutions and awards. Some of the various awards received are the finalist in the Most Creative Application Award from the Cosmetics and Toiletries Magazine “R&D Awards” United States of America, ICMAD Cosmetic Innovator of the year Finalist 2010 Award from the United States of America, SEDERMA Excellence Award 2010 from France to list just a few. Last, but by no mean least important, the legendary continuing success of this dynamic Thai company has become a source of national pride for Thais. Mistine has now expanded its operations to Myanmar and

exports its quality products to more than 30 countries around the globe, spanning across three continents and beautifying more than 100 million women throughout the world.

history Mistine was founded in 1988 when the legendary “King of direct sales”, the late Dr. Amornthep Derojanawong, bravely resigned from his top executive position in a prosperous multi-national company with nothing more than his patriotic intention not to ship back Thais’ money from Thai people to another country. After his resignation he founded Better Way (Thailand) Company Limited and used Mistine as a brand to enter into the challenging, foreign dominated Thai direct-selling cosmetic market. Only six years

after that Mistine had conquered the number one crown in the Thai cosmetics industry. By 2004 Mistine was run by the second generation of executives, led by Dr. Amornthep’s son, Danai Derojanawong, as the new Chief Executive Officer. Since then the company has seen much of the new and foremost creative strategies and directions which have synergised and steered the growth of the business to the new paradigm.

ProductMistine now offers its customers and sales representatives a product range comprising more than 10,000 items. Every product is subject to Mistine’s

38

Mistine.indd 1 28/03/2012 07:47

Things you didn’t know aboutMistine

After the completion of its new logistics centre, in 2013, Mistine will be the most efficient and the largest, privately owned company and door-to-door distributor in Southeast Asia. Started from 2010 on more than 28 acres of land,

Mistine has spent more than 1,500 million baht for its new super mega distribution centre.

Apart from some of the famous Thai daily newspapers, Mistine’s volume of publications are the largest in Thailand. Every two weeks Mistine publishes and distributes more than 5,000,000 copies of catalogues and leaflets.

In 2011 Mistine’s body lotion total sales is more than 25 million units. The amount of body lotion Mistine had sold will fill well over 110 Olympic-size swimming pools.

Every year, all Mistine’s trucks travel more than 30 million kilometres to deliver its products to their customers door-to-door. That’s equivalent to the distance of 76 return trips from the Earth to the Moon.

unconditional money back satisfaction guarantee. This is so because while Mistine products are mostly manufactured domestically, the company’s world class standards have been recognised by, and certified with, Thailand’s Office of Drug and Food Administration, ISO9001, 9002, GMP and many other internationally acclaimed bodies. Mistine has also started to fully import some selected fine products from its partners around the world such as Japan, Korea, France and Australia. These developments are underlining the company’s care objective to create worthwhile opportunities for every woman to be beautiful with exceptional quality products at the most affordable price.

recent develoPMentsEven though it initially set out to be just a cosmetic direct selling company Mistine has

finally realised that, with its strong active sales force of over 1,000,000

representatives, it can take the business to a higher level by simply reinventing itself from

being just a cosmetic direct-selling company, to be a “Network

Direct-Selling Company”, as its CEO, Danai, succinctly put it. With that

reinvention comes Better Way’s new found wealth creator, “Friday Catalogue”.

The new sales channel brings more than 1,000 companies which have joined Better

Way as business partners and alliances. They are more than happy to have their goods and services introduced to Thai customers by the

sheer force of Mistine sales representatives’ coverage.

ProMotion Just like the name of the company, “Better Way”, Mistine is committed to deliver a better way in offering better promotions to its customers.

Needless to say Mistine is the first direct-selling company in Thailand, if not in the world, which combines the use of above and below the line advertising campaigns added to its direct sales marketing model.

Brand valuesIt can be very hard to find someone in Thailand who is not aware of the Mistine presence. From the Survey of Inspired Research Institute in 2010 Mistine’s popularity, in major cosmetic products such as lip balm, powder cake, lotion, mascara and eye-liner is marked as number one in Thailand. This brand

recognition will ensure that Mistine’s values and commitment to women’s beauty, wealth and happiness will keep growing for eternity.

www.mistine.co.th

Mistine.indd 2 28/03/2012 07:47

MarketThailand’s cosmetics direct selling industry is perhaps one of the most competitive in the world. Despite the difficulties caused by economic turmoil and political unrest during 2009-2010, the cosmetics direct selling industry in Thailand has enjoyed 10-20% growth annually. Its market size in term of sales amounted to some 18,000 million baht (from the total Thai cosmetics sales of 50,000 million baht) at the end of 2010 (Source: The Nation, March 26 2011). Thus, with Mistine’s end-of-2011 revenue reaching 13,000 million baht, the 100% Thai owned and operated company enjoys a 65% market share. Within Thailand’s competitive cosmetics direct selling environment, what is the secret of Mistine’s success? One of the most important reasons is its strong and unique organisational culture. In terms of business management and directions, Mistine executives and staff have always opted for a “real” result-oriented approach rather than that of the bureaucratically driven process-oriented approach usually seen in many of the large multi-national cosmetic conglomerates operating in Thailand.

achieveMents Back in 1988, when Mistine was founded, it was staffed with only four people and managed to achieve its first year’s revenue of just a little over 38 million baht. With that fact it is hard for one to imagine that only ten years after its foundation year, Mistine employed more than 1,000 staff, appointed more than 300,000 direct sales representatives and managed to achieve 2,000 million baht in annual revenue. Unimaginable as that may be by its 23rd

anniversary, in 2011, Mistine employed more than 3,000 staff, joined by more than 1,000,000 direct sales representatives nationwide, delivering more than 190 million units of its own products as well as its alliance partners’ products to customers across all walks of life annually and set a new sales record of 13,000 million baht for the year. In terms of product quality, Mistine has always been praised. Not only from its fans but also recognised by world class institutions and awards. Some of the various awards received are the finalist in the Most Creative Application Award from the Cosmetics and Toiletries Magazine “R&D Awards” United States of America, ICMAD Cosmetic Innovator of the year Finalist 2010 Award from the United States of America, SEDERMA Excellence Award 2010 from France to list just a few. Last, but by no mean least important, the legendary continuing success of this dynamic Thai company has become a source of national pride for Thais. Mistine has now expanded its operations to Myanmar and

exports its quality products to more than 30 countries around the globe, spanning across three continents and beautifying more than 100 million women throughout the world.

history Mistine was founded in 1988 when the legendary “King of direct sales”, the late Dr. Amornthep Derojanawong, bravely resigned from his top executive position in a prosperous multi-national company with nothing more than his patriotic intention not to ship back Thais’ money from Thai people to another country. After his resignation he founded Better Way (Thailand) Company Limited and used Mistine as a brand to enter into the challenging, foreign dominated Thai direct-selling cosmetic market. Only six years

after that Mistine had conquered the number one crown in the Thai cosmetics industry. By 2004 Mistine was run by the second generation of executives, led by Dr. Amornthep’s son, Danai Derojanawong, as the new Chief Executive Officer. Since then the company has seen much of the new and foremost creative strategies and directions which have synergised and steered the growth of the business to the new paradigm.

ProductMistine now offers its customers and sales representatives a product range comprising more than 10,000 items. Every product is subject to Mistine’s

38

Mistine.indd 1 28/03/2012 07:47