Toothpaste/SALZ

Lion Corp rebranding SALZ toothpaste in 42 years

Editorial staff

Lion Corporation (Thailand) Ltd., the manufacturer of leading consumer goods such as Pao, Kodomo, Shukobutsu, and SALZ, is rebranding its toothpaste to reach Gen Z customers.

Alongkorn Jarujareet Oral Care Department Manager, Lion Corporation (Thailand) Ltd. revealed that due to the ever-changing consumer demands and the majority of SALZ toothpaste's customer base being Gen X and Gen Y, the company has therefore undergone a major rebranding for the first time in 42 years to better reach Gen Z.

Under the scheme, the company has upgraded its products in every aspect, from enhancing oral care effectiveness by adding natural ingredients,

redesigning the packaging of all SALZ toothpaste formulas to be more modern. The company also creates new experiences for each formula and develops a more modern communication strategy and updates the logo to easily access younger generations.

Alongkorn Jarujareet Oral Care Department Manager, Lion Corporation (Thailand) Ltd.

“Gen Z gets bored easily and has less brand loyalty than other generations. Therefore, SALZ is to create new experiences through marketing to keep the brand relevant to its target audience," Mr. Alongkorn said.

It hires Arachaporn "Goy" Pokinpakorn as a presenter alongside Kanchai "Num" Kamnerdploy to make SALZ more accessible to the younger generation.

The company expects SALZ toothpaste sales to grow by approximately 5% this year and increase its market share in the gumcare toothpaste segment to 35%.

In 2025, Thailand’s toothpaste market is estimated to be worth 12 billion baht, increasing 4-5% from the previous year. Of the total market, over 30% belongs to herbal toothpaste, 27% to gum care toothpaste, and the remaining is for others, including whitening and children's toothpaste.

He said the overall toothpaste grew only 1% in the first quarter of this year, and the market contracted in the first two months. However, if the government implements economic stimulus packages such as 'Thai Chuay Thai' and 'Khon La Khrueng Plus' co-payment program in the second quarter, the consumer spending will be slightly stimulated. As for the conflict in the Middle East, resulting in higher costs, the company doesn’t plan to raise prices. Instead, it will focus on optimizing media usage and launch marketing campaigns that target specific audiences more effectively.