‘Ling-Orm’ Introduced as New Face of Smooth E, Announcing ‘Mild… Effective, Visible Results’ Positioning for Healthy Beauty in 3 Easy Steps
‘Ling-Orm’ Introduced as New Face of Smooth E, Announcing ‘Mild… Effective, Visible Results’ Positioning for Healthy Beauty in 3 Easy Steps
Smooth E by Siam Health Group Co., Ltd., a trusted medical skincare brand for sensitive skin for over 30 years with the No. 1 sales in drugstores, held a grand “Meet New Face of Smooth E” event to introduce “Ling-Orm,” “Lingling – Sirilak Kwong” and “Orm – Kornnaphat Sethratanapong,” as the official new faces of Smooth E. The event also announced the brand’s new “Mild…Effective, Visible Results” positioning together with product innovations for sensitive skin to achieve healthy beautiful skin in three easy steps: clean, care, and protect, catering to the lifestyle of the new generation. The first innovation unveiled was Smooth E Sun Astaxanthin Serum, a new generation of first-ever astaxanthin sun serum in Thailand, not just for sun protection but also to combat free radicals from the sun – just in time for the upcoming summer. The event was held at Parade Square, One Bangkok Shopping Center, and attended by many customers and fans.
A survey on perception and skincare usage among Thais found that over 40% of Thai consumers have sensitive skin. Consumers not only need products that alleviate allergic symptoms, but they also desire having healthy beautiful skin.
Mr. Thanachai Chaikittivanich, CEO of Smooth E, Siam Health Group Co., Ltd., said, “We understand that consumer needs are constantly changing. They are impatient to see fast results, which may lead to side effects. Smooth E has dynamically developed product innovations to meet the needs of consumers who want effective, visible results that are mild and non-irritating to the skin. Today, we have launched Smooth E medical skincare innovations for sensitive skin in three steps under ‘Mild…Effective, Visible Results’ positioning, which has always been Smooth E’s commitment. These innovations are researched and developed by Smooth E’s pharmacists and skin and pharmaceutical experts, in consultation with dermatologists, to address the needs of consumers who want to safely have healthy beautiful skin.”
A beauty expert said, “Skincare trends in 2025 will focus on basic skin care, emphasizing simplicity, natural ingredients, and sustainability. DIY beauty routines at home will increase, while in-clinic procedures will remain popular. Sensitive facial skin requires more care and attention than you might think because using overly concentrated products can damage your skin without you realizing it. You should, therefore, choose products that are appropriate for your facial skin condition. A simple three-step secret to caring for sensitive skin is to clean your face every morning and evening. If you are exposed to pollution or smog, you can wash your face more frequently. Then, you should nourish your skin with a serum suitable for sensitive skin with natural ingredients. Lastly, you should protect your skin by using sunscreen every day.”
Pharmacist Supapitch Pithayanukul, Chief Marketing Officer of Siam Health Group Co., Ltd., said, “We are very proud to introduce Lingling and Orm as the new faces of Smooth E at today’s event. Lingling is charming and confident, while Orm is gentle and fun. Ling-Orm is a celebrity duo that perfectly reflects Smooth E’s positioning of ‘Mild…Effective, Visible Results.’ We will organize ongoing activities with Ling-Orm to engage with customers and fans throughout the year.”
Lingling – Sirilak Kwong said, “I am very happy that the two of us have been chosen as the new faces of Smooth E, a brand that I already use. Sometimes when I’m filming outdoors in the sun and exposed to pollution and smog, my skin can easily become irritated because sensitive skin requires proper care. My first simple step is to start by thoroughly cleansing my face with Smooth E Non-ionic PH5 Foam New Gen, a new formula non-ionic foam with active ingredients that have been proven by experts to help reduce wrinkles, brighten the skin, and control oiliness. It leaves my face feeling very clean, and I get the satisfying experience of a non-ionic foam. There are two formulas to choose from. I use it, and it’s truly mild and effective. It will be available for purchase starting in March, so I invite everyone to try it.”
Orm – Kornnaphat Sethratanapong said, “I have sensitive skin but still want to use products that are effective and mild on my face. After cleansing with Lingling, I move on to the second step with Smooth E Clinical Serum ‘Mild… Effective, Visible Results’ in four formulas: acne oil clear, white spot clear, wrinkle anti spot, and moisturizer. You can buy them starting in March. And the essential third step is to protect your face with Smooth E Sun Astaxanthin Serum. It’s very important for everyone to use sun serum on a daily basis. This is a new-generation sun serum innovation that helps lock in youthful skin because it contains astaxanthin, a red algae, for the first time in Thailand, helping to fight free radicals. I want everyone to try all three steps of Smooth E – clean, care, and protect – for healthy beautiful skin like Ling-Orm.”
Furthermore, Smooth E is launching a special Pre-Valentines Gift Set at this event, the first collaboration between Smooth E and Ling and Orm’s brands, AlwaysWonder and KeepSilent. The limited-edition gift sets come in two options for customers to collect at a price of 2,500 baht. The event also featured activities such as a photo booth, facial skin analysis, and product sample giveaways. The gift sets can be purchased via Line @ smoothE starting today. Gift sets are available in limited quantities.
At the event, Ling-Orm also provided special duo moments while trying out the products, played mini-games, and took photos with 50 lucky winners, ending with a We-fie with fans, creating a special and memorable experience for everyone in a warm and welcoming atmosphere.
