NEO Corporate Public Company Limited (SET: NEO), a leading FMCG company in Thailand and a “Segment Creator” with deep consumer insights, is driving the transition toward a Circular Economy. The company has developed the “NEO Refill Machine” to make plastic reduction easy and accessible for everyone.
As Thailand’s first automated refill station combining Body Wash, Liquid Detergent, and Fabric Softener in a single machine, it is designed to cut down on single-use plastic bottles. The machine offers refills of daily essential products and has launched at 25 pilot points nationwide, with the goal of building a Refill Ecosystem to make sustainable living an everyday reality.
Nitchamon Thakolsri, Deputy Chief Executive Officer – Business Innovation, NEO Corporate Public Company Limited, stated: “Currently, the climate crisis and the shift in modern consumer behavior toward environmental sustainability are driving the FMCG business to adapt. Consumers today do not only consider product quality but also look for lifestyles that support environmental care. NEO is supporting the reduction of single-use plastic bottles by offering a refill system as an alternative.”
This initiative aims to reduce single-use plastic waste. NEO believes the Refill Ecosystem will serve as a key mechanism encouraging Thai consumers to refill and reuse containers daily. This approach marks an important step in building a foundation for sustainable consumption, contributing to Thailand’s goals of Carbon Neutrality by 2050 and Net Zero Emissions by 2065.
To encourage widespread refilling habits, NEO has selected popular daily-use products for the “NEO Refill Machine”:
Fineline Plus Sunny Gold Liquid Detergent (Biodegradable Formula): Features a biodegradable formula that degrades naturally, offering deep cleaning, stain removal, musty odor reduction, and a fresh morning scent.
- Fineline Premium Soft Concentrated Fabric Softener: Reduces the cling of pet hair and dust on fabrics, increases fabric softness by two times, and provides a long-lasting gentle fragrance.
- D-nee Organic Yellow Moon Baby Liquid Detergent with Fabric Softener (2-in-1 Formula): Cleans and softens baby clothes in one step. It is gentle on newborn skin with organic aloe vera, and is hypoallergenic tested to reduce the chance of irritation.
- BeNice Perfect Elastic Shower Cream: A best-selling formula for firm, smooth skin, featuring Fruit Booster technology with concentrated fruit serum and caffeine antioxidants for hydrated skin and a long-lasting fresh scent.
“To kick off the launch, NEO is running a special promotional campaign to encourage consumers to adopt this new eco-friendly habit. From today until August 31, 2026 (or while stocks last), customers who refill at least one liter of any product at participating machines will receive a high-quality empty bottle for free. We designed this campaign to make it easier and more convenient for everyone to experience the refill system and start reusing containers,” said Nitchamon.
Regarding technology and operational readiness, Nissara Thakolsri, Deputy Chief Executive Officer – Operations, NEO Corporate Public Company Limited, added: “NEO developed the Refill Machine to address plastic waste at the source. The system is designed to make refilling easy, convenient, safe, and hygienic. By utilizing real-time Smart Monitoring, engineering and operations teams can monitor product volume, machine conditions, and manage the supply chain efficiently.”
The purchasing process at the “NEO Refill Machine” is designed to be simple and straightforward. First, consumers place a clean, empty container of their preferred size into the refill chamber, select their product and volume on the touchscreen, and make a QR payment via mobile banking or e-wallet. The product is then precisely dispensed through a highly hygienic closed-nozzle system, delivering a seamless experience comparable to buying standard packaged goods.
For placement strategy, NEO has positioned the “NEO Refill Machine” in communities and retail areas that are easily accessible. The initial 25 pilot units are installed across Bangkok, its vicinity, and major provinces, with plans to expand installations by the end of this year.
“NEO aims to use innovation to support sustainable living, making environmental care accessible and practical for everyone every day,” concluded Nissara.
