Tipex Trading Pte Ltd
348 Jalan Boon Lay
Singapore 619529
Tel: +65 6268 7600
Fax: +65 6266 1286
Email: info@tipex.com.sg
Newsflash - Beautex
The Market
Beautex is one of the leading tissue brands in Singapore’s personal hygiene industry. With softness fibers added and carefully blended with fluff, Beautex tissues gives you the smoothness and comfort your delicate skin deserves. For the needs of different occasions, consumers may choose from Beautex box tissue, bathroom tissue and pocket tissue.
The Beautex brand strives to be the most popular and readily available in Singapore. It adopts a vibrant design in its packaging by making use of attractive colours in its tulip-themed motifs. This has led it to become one of the most recognizable tissue brands in the country.
Beautex’s target group of customers lies in the middle and upper-middle classes of society. However, the brand is also positioned to offer a wide range of high quality products to consumers at other income levels. This is achieved by offering its wide variety of products at very affordable prices.
The company behind the Beautex brand is Tipex Trading Ptd Ltd, a subsidiary of the Provision Supplies Corporation (PSC). Tipex Trading was founded in 1984 to supplement PSC’s distribution channels. Having set up an excellent distribution network in Singapore, Beautex’s paper products are now widely available. They can be found in hypermarts, supermarkets, minimarts, pharmacies, provision shops, convenience shops and even coffee shops.
Looking across the shores, Tipex Industry (M) SDN BHD was incorporated in 1992 to provide a supply of consumer paper products for distribution in Malaysia. This business has since expanded well into the Malaysian markets and beyond. Beautex paper products are also being exported to India, Brunei, Maldives and Australia.
Achievements
Beautex is gradually becoming one of the market leaders in Singapore and Malaysia’s consumer paper product sector. With an annual sales turnover of SGD 8 million, Beautex Paper Products now contribute 70% of total sales for Tipex Trading. Ranked Number One in tissue sales at Singapore minimarts, Beautex paper products have already established a successful presence in the minimarts and will continue to penetrate into other distribution channels. To date, the Beautex brand holds the Number Four spot in Singapore’s facial and multi-purpose tissue sales.
Widely recognized as Singapore’s leading local paper product brand, Beautex has successfully captured over 20% percent market share in facial and multi-purpose tissue sales. In 2004, Beautex is celebrating its 14 th successful year and has recently achieved the Superbrand status for the year 2004. The brand’s astoundingly quick success is due to its combination of aggressive marketing, brand building, sales promotion, as well as continuing improvements in product design, development and production.
History
Beautex name was coined in 1990 when Tipex Trading decided to develop its own brand of tissues for the local and export market. The company was founded by Mr Sim Teng Yam and Mr Goh Suah Tee.In 1992, Tips Industry (M) SDN BHD wholly owned a tissue converting plant in Malaysia.
During its early beginning, Beautex only produced two papers products - box tissues and toilet papers. Today, Beautex has a complete range of household paper products and has expanded into the commercial and industrial range.
The name “Beautex” was chosen as it was in line with management’s vision to make it the Number One brand in Singapore. With constant quality improvement towards softness, strength and absorption, Beautex’s sales figure has rose rapidly over the last 14 years. From a mere 20,000 in sales, Beautex clocked in about 9 million in sales last year. Its success story began with a radical approach to marketing, which has transformed how tissue products are sold in the country today.
Over the years, Beautex has also been an active supporter of many community outreach and charity campaigns. Through word-of-mouth and experimental marketing, Singaporeans were introduced to the Beautex brand name and its paper product line. Slowly and steadily, Beautex has become a “branded” household name. Today, its paper products are also available in Malaysia and Brunei, and there are plans to further expand the brand regionally and globally.
The Product
Beautex offers a wide and diverse range of consumer paper products including Box Tissue, Tissue Rolls, Kitchen Towel, Pocket Tissue, Handkerchief, Serviettes, Facial Cotton and Wet Wipes. It also offers a range of “away from home” products for industrial and commercial use.
According to an AC Neilsen survey, the current local demand of consumer paper products enjoys a healthy growth of 10% annually. In this regard, Beautex continues to expand and introduce innovative products that cater to the needs of the consumer. Beautex has papers ranging from premium to economical grades. In additional to its 5 secondary brands to cater to different needs, Beautex is teaming up with various brand giants like Watson’s and Giant to create OEM paper products.
Over the years, Beautex’s design has evolved by using bolder design and colours. On the design front, Beautex’s packaging focuses on using vibrant and bold colours with its signature tulip motif. Beautex always associate with the tulips. Tulip symbolizes pleasant, beautiful, soft and everlasting. This associates the brand name with a friendly and pleasant product which accommodates its consumers on all occasions. This approach of liveliness and friendliness in product design seeks to capture the attention of consumers.
Unlike other tissue products are made from pulp paper, Beautex provides outstanding value by packing its entire tissue product line with 3-ply sheets. It also offers the one and only coloured kitchen towels in Singapore. Tipex Trading also adopts a medium pricing policy for its high-quality tissues. This allows the brand to be both reasonable and affordable across a wide range of income groups.
Recent Development
To remain competitive in today’s market, Beautex often emphasize on value for money and consistent quality paper products for consumers. Beautex is the one and only Southeast Asia to launch a full range of 3-Ply sheets for both premium and economical tissue products. Beautex’s products promise to have more absorption capability, softer and thicker.
Beautex brand continues to expand and introduce innovative products that cater to the needs of the consumer. One of their unique products is the coloured kitchen towels which is available in four colours - blue, green, pink and yellow. To date, they are the only one in Southeast Asia that manufacture coloured kitchen towels. Beautex also introduced non-tissues products like cotton and cotton buds to cater for the skincare market. Other new products in the pipeline include diapers and sanitary napkins. With an ever-expanding product line, Beautex aims to become a brand synonymous with tissues.
Promotions
Beautex invests heavily in advertising to create brand awareness and to main high brand recall among consumers. Proud of their product line, Beautex’s delivery trucks are painted to a showcase of its paper products. Rarely can a Beautex’s advertisement be spotted on television or radio with the exception of the advertisement slots during the annual live telecast of the “Cash Plus Holiday” and “ PSC Nite” variety shows. These programmes are two highly-rated variety cum game shows synonymous with winning great prizes sponsored by the parent company PSC.
Steered away from the traditional advertising style, Beautex’s advertisement is usually seen in a less mainstream manner. Most of their marketing efforts is done during philanthropic community outreach. During the 2003 SARS period, Tipex Trading supply 20,000 Beautex 3-Ply tissue boxes for 20,000 Taxi Drivers in Singapore to educate the taxi drivers and their passengers of the importance in maintaining good personal hygiene. They are also avid sponsors to various charity outreach programmes like Elderly Care, polytechnic and university orientations and other community events.
Stepping up on their advertising efforts, Beautex paper products are showcase alongside with other Tipex Trading products during various trade shows like Singapore Food Expo 2004.
During festive seasons, Beautex customize its designs specially to add to the festive cheer. It produces special packs with colours and pictures reflecting each occasion. For instance, during Chinese New Year, there is special Chinese New Year packing featuring the popular Lion Dance.
Brand Value
Beautex strives to be the friendly household tissue brand. To maintain its commitment as a premium quality product, Beautex has stringent quality control to ensure that their paper products are soft, strong, highly absorbent tissues, reasonably priced and suitable for use on all occasions.
Things you didn’t know about Beautex
7,800 ton of paper used annually for Beautex products
Number one local paper product brand in Singapore
First to place the whole Beautex box tissue design on a truck
Beautex uses Tulips as its signature motif
First to launch a complete 3-Ply premium products
First to have coloured kitchen towels in South East Asia
First to introduce 30 Rolls Tissue Jumbo Packet
