Addressing the challenges consumers face with extremely hot weather, NEO is expanding its established expertise in “Cooling Innovation” into the Fabric Care products for the first time.
NEO Corporate Public Company Limited (SET: NEO), Thailand’s leading FMCG innovator, is intensifying its R&D efforts to create products featuring “Cooling Innovation.” The move responds to the growing trend of extreme heat, which impacts consumers’ daily lives and drives demand for effective heat-alleviating solutions. Reinforcing its 1st Mover status, NEO leverages its highly successful “Cool Tech” technology, previously applied to Personal Care products like cooling liquid soap and roll-on deodorants. This proven technology now extends to the Fabric Care products—encompassing liquid detergent, fabric softeners, and cooling fabric freshener sprays—to deliver an elevated experience of cool, comfortable clothing and enhance consumers’ daily well-being.
Patama Thakolsri, Deputy Chief Executive Officer of Commercial at NEO Corporate Public Company Limited, stated, “The current extreme heat significantly influences consumers’ quality of life and product choices, particularly concerning discomfort, dampness, and unpleasant odors made worse by the heat. These challenges are intensifying as the world confronts the ‘Super El Niño’ phenomenon. The World Meteorological Organization (WMO) has reported record-high global temperatures this year, with some areas in Thailand potentially reaching 44 degrees Celsius. Consequently, the market for cooling products that alleviate daily discomfort in scorching conditions is poised for continuous growth.”
Patama added, “Our innovation-led strategy and customer-centric approach to product research and development have driven the continuous application of ‘Cool Tech’ innovation across various NEO brands, cultivating profound expertise. Our ‘Cool Tech’ innovation delivers prolonged cooling comfort, effectively reducing musty and sweat odors throughout the day—a critical pain point for consumers, particularly in hot climates like Thailand and its neighboring countries. Previously, NEO successfully integrated this technology into Personal Care products such as BeNice liquid soap, intimate wash products, TROS roll-ons, and Eversense cooling powders.
Today, we are extending our specialized ‘cooling innovation’ to the Fabric Care products for the first time. This launch, under the Fineline brand as the ‘Fineline Cooling Fresh Series,’ introduces concentrated liquid detergent, ultra-concentrated fabric softener, and cooling fabric freshener spray. These innovations not only provide a new option of fresh comfort when wearing clothes but also, beyond their core function of cleaning and stain removal, incorporate Fx TECH to eliminate stubborn odors at their source. The Cool Tech further ensures a long-lasting, cool, and fresh scent that activates with every movement. These products are now rolling out across retail channels, modern trade, and online platforms nationwide.”
This expansion of NEO’s product portfolio affirms its growth strategy, which prioritizes innovation development and market segment creation. This approach is rooted in analyzing consumers’ unmet needs and robust research and development, effectively translating innovative concepts into practical, everyday products.
Against the backdrop of annually rising temperatures, “Cool Tech” is poised to become a pivotal trend in the consumer product market, offering essential solutions for enhanced consumer well-being, particularly in regions grappling with persistent heat and escalating temperatures.
“NEO is committed to continuously innovating, reinforcing its role as a market leader with a deep understanding of consumer needs, and dedicated to delivering well-being and an improved quality of life to consumers every single day,” Patama concluded.
