Market Overview
The Thailand fabric softener market is valued at US$402 million with a projected CAGR of 4% from 2023-2028. The market is dominated by three major brands: Downy (38.5%), Hygiene (23.4%), and Comfort (21.6%).
Key Trend Analysis
Premium Fragrance Positioning
The Thai market shows a clear preference for premium fragrance products. Downy’s PREMIUM PARFUM series emphasizes “100% natural essential oils” and “long-lasting fragrance that outperforms high-end perfumes” as key selling points. The collection includes various scent profiles:
Peach Blossom
Blissful Blossom
Sunshine & Spring Blossom
French Lavender
Beauty-Inspired Fragrances
Comfort’s Beauty Perfume series directly borrows from cosmetics concepts, developed by world-class perfumers claiming up to 30 days of lasting fragrance. Popular variants include:
Daisy & Lily: Sweet daisy combined with delicate lily of the valley
Sakura & Rosewater: Charming cherry blossom fused with French rose water
Wild Berries & Dahlia: Wild berries mixed with elegant dahlia
Natural and Gentle Formulations
Hygiene’s natural fragrance series emphasizes natural extracts and gentle formulas, catering to consumer demand for safety and natural ingredients.
Odor Elimination Technology
Brands employ technologies like SCENT-FLIP to capture odor molecules and transform them into fresh scents, with Hygiene Expert Care series offering 14-day lasting freshness.
Product Function Trends
Multi-benefit solutions: Softening, fabric care, wrinkle resistance, color protection, fragrance longevity, easy ironing
Technical upgrades: Ultra-Care technology strengthens fabric fibers, prevents fading and deformation
Eco-friendly formulations: 90% biodegradable ingredients
2.1 Blue Lily – Floral Aldehydic Chypre Fragrance
🌸 Fragrance Profile:
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Top Notes: Aldehydic, Apple, Orange Blossom, Peach – Delivers a fresh and bright first impression -
Middle Notes: Clove, Floral, Jasmine, Ylang Ylang – Rich floral layers, elegant and captivating -
Base Notes: Cedarwood, Patchouli, Tonka Bean, Vanilla – Warm woody undertones with long-lasting sillage
🌿 Key Ingredients:
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Contains natural essential oils: Cedarwood, Ylang Ylang, Eucalyptus -
Marketing claim: “Freshness & Protection” -
Recommended dosage: 0.3%
🎨 Design Highlights:
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Fragrance series: EmotiWaves™(Emotional Waves Collection) -
Visual identity: Light blue ink-wash circle symbol, conveying softness and premium quality -
Overall style: Modern and minimalist, emphasizing fragrance layers and professional perfumery technology 
2.2 SUNKISS BLOSSOM – Floral Fruity Amber Fragrance
🌞 Fragrance Profile:
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Top Notes: Citrus, Carnation, Raspberry – Vibrant and bright with tropical flair -
Middle Notes: Rose, Jasmine, Strawberry, Tropical Fruits – Sweet floral and fruity fusion -
Base Notes: Ambery, Cedarwood – Warm and sophisticated, enhancing fragrance quality and longevity
🌿 Key Ingredients:
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Contains natural essential oils: Orange, Eucalyptus -
Marketing claim: “Freshness & Protection” -
Recommended dosage: 0.3%
🎨 Design Highlights:
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Fragrance classification: FLORAL FRUITY AMBERY -
Visual elements: Kumquat, rose, and small white flowers symbolizing natural ingredients; amber texture representing warm ambery notes -
Overall style: Bright and warm, emphasizing naturalness and (pleasure)
