NEO Corporate Public Company Limited (NEO), a pioneer in FMCG product innovation, has launched its flagship campaign, “Fineline Shine The Happiness,” featuring the T-POP boy group “BUS” as official presenters for its “Fineline Happiness Series.” This distinguished range of fabric care laundry detergents and concentrated fabric softeners offers superior cleaning, fabric protection, and a soft, fresh scent lasting up to 35 days, powered by Fresh Capsule Technology and FX Tech to eliminate musty odors. The campaign strategically targets the Young Gen and Young at Heart, delivering quality and tangible happiness. NEO targets 35.7% growth for this series’ laundry detergent and 30% for fabric softener by end of 2025.
Nitchamon Thakolsri, Deputy Chief Executive Officer of Business Innovation at NEO Corporate Public Company Limited, elaborated on this pivotal presenter marketing strategy: “As a Segment Creator, our priority is to deeply understand and effectively meet the evolving needs of every consumer generation. Our choice of BUS (Because of You I Shine) as presenters for the ‘Fineline Happiness Series’ perfectly embodies our approach to connecting with new-generation consumers. Their bright, authentic, and positive image aligns seamlessly with NEO’s core values of delivering products that not only fulfill functional laundry needs but also cultivate ‘tangible happiness.’ “
“We firmly believe that the simple act of washing clothes and experiencing the clean, delightful fragrance on garments offers a small, accessible moment of happiness. This mirrors the joy fans feel when they see the smile or hear the laughter of their beloved artists. We are confident that this collaboration with BUS will not only refresh and modernize the Fineline brand image but also open new avenues for the brand to capture the hearts of contemporary consumers. Ultimately, this partnership will reflect positively on NEO Corporate as a proud Thai company dedicated to supporting the growth of T-POP as a creative force, fostering shared national pride.”
According to Nielsen Thailand, the laundry detergent and fabric softener market in Thailand demonstrates robust growth potential. In the first half of 2025, the liquid laundry detergent market reached a value of 5,000 million Baht, marking an 8% growth, with NEO securing the second-largest market share at 27%. Concurrently, the total fabric softener market achieved a value of 7,700 million Baht, growing by 4%. Notably, the concentrated fabric softener segment alone accounted for 6,200 million Baht and experienced a significant 6% growth. NEO holds the fourth-largest market share in this segment and has achieved impressive double-digit growth. Industry forecasts predict accelerated growth for the concentrated fabric softener market, driven by an expanding consumer base among younger generations who are increasingly managing their own laundry.
“Our in-depth consumer insight analysis reveals that modern daily product users, particularly teenagers and urban dwellers, place increasing importance on ‘fragrance’ and ‘brand image.’ This understanding drives our commitment to developing exquisite fragrances in collaboration with world-renowned perfume houses, a dedication that has consistently enabled Fineline to attract and retain consumers with its distinctive scent profiles. The ‘Fineline Shine The Happiness’ campaign is specifically designed to highlight the unique differentiation of the Fineline Happiness Series, both in its superior cleaning efficacy and its contemporary fragrances. It offers an ideal solution for consumers, whether they are the Young Generation or the Young at Heart, who seek products that flawlessly integrate performance with an elevated user experience,” Nitchamon further elaborated.
The Fineline Happiness Fabric Care Laundry Detergent is meticulously formulated to meet the comprehensive fabric care needs of modern consumers. It delivers powerful cleaning while gently protecting fabric fibers with its Neutral pH, enhanced by FX Tech to neutralize musty odors at their source. This laundry detergent line is available in three distinct formulas, each featuring premium perfume-inspired scents to provide superior value and a competitive edge in the market:
- “Pink Shine”: Engineered for superior stain removal, effectively tackling a wide range of everyday stains, from food and cosmetics to new challenges like “mala sauce” stains.
- “Crystal Bright”: Specifically designed for white fabric care, utilizing Bright Up Mode technology to reduce dullness and enhance brightness.
- “Blink Violet”: Focuses on advanced color protection, ensuring fabrics retain their vibrant hues.
The Fineline Happiness Fabric Softener is crafted for consumers who prioritize long-lasting, sophisticated fragrances and a positive fabric care experience. It features innovative Fresh Capsule Technology, where perfume capsules adhere to fabric fibers, releasing a captivating scent for up to 35 days. This technology boosts the fragrance throughout the fabric, providing a pleasant, non-overpowering, counter-brand inspired perfume scent. Our core strategy is to differentiate in the market through premium fragrances inspired by iconic perfumes such as Ariana Grande’s Sweet like Candy Limited Edition. The scent subtly diffuses with every movement – the more you move, the more its aroma blooms. This fabric softener line is available in three distinct formulas, each tailored to specific customer preferences and needs:
- “Sweetie Pink”: Characterized by a sweet and delicate aroma of peony, mixed berries, and vanilla, perfect for consumers desiring a unique and memorable fragrance.
- “Dreaming Kiss”: A delightful Floral Fruity blend of flowers, fruits, pear, and apricot, designed to evoke freshness, relaxation, and comfort. This versatile scent appeals to both working professionals and students, suitable for all genders.
- “Peach Blossom”: A vibrant and cheerful scent combining Japanese plants, raspberry, and vanilla, conveying a playful, charming, and modern appeal, ideal for new-generation consumers seeking a distinctive fragrance.
In terms of marketing strategy, NEO is committed to solidifying its position as a leader in fabric care innovation within the FMCG market, aiming to create memorable brand experiences and strong brand recognition. By the close of 2025, NEO targets a 21% sales growth for the overall Fineline laundry detergent product group, with the Fineline Happiness Series specifically projected for a robust 35.7% growth. Similarly, the Fineline concentrated fabric softener group aims for 28% growth, with the Fineline Happiness Series targeting 30% growth.
NEO’s comprehensive marketing plan includes continuous engagement activities for consumers and BUS fans. In appreciation of the overwhelming support from fans during past collaborations with BUS, Fineline has officially designated the group as ‘Son of Fineline,’ a title formally announced on August 30, 2025. Upcoming highlights and special events, alongside online activities, exclusive content, and collectible merchandise, will be progressively unveiled, inviting consumers to experience “Cleanliness, Fragrance, and Shine” alongside all 12 artists.
The “Fineline Happiness Series” fabric care laundry detergents and concentrated fabric softeners are now available at hypermarkets and leading retailers nationwide, as well as through online channels. For further details, please visit https://www.neo-corporate.com/ or follow NEOCorporate and FinelineThailand on Facebook.
Symbol: NEO