From humble branch manager of a slimming centre to owner of a beauty clinic chain numbering 16 outlets and counting, wife and a mother of two Punnapa Techarojkul relives her rise in Thailand’s beauty industry
Punnapa Techarojkul says she never set out to create a beauty business empire but then confesses that the industry is all she’s really ever known. “When I was very young I thought I wanted to be a teacher but somehow that got sidelined and I ended up doing a degree in marketing and management at Rangsit University. Almost as soon as I graduated I went to work for the Body Shape Institute in beauty care and customer services. Later I was promoted to training colleagues and then beauty consulting work for the Body Shape outlets and their customers. I suppose I learned almost all there was to know about the business and so in 2006 I secured investment capital and bought the Slim Beauty by Sirium franchise.”
Her matter-of-fact description of how she forged an entry into Thailand’s beauty clinic scene speaks of her confident attitude and self-belief. Within a short time she formed a partnership with beauty specialist Mariza Clinic and rebranded the entire business as Slim Concept & Mariza Clinic, offering ladies one-stop centres for all their beauty treatment needs. She also entered into an affiliation with health supplement brand Soberry and began importing Vagheggi natural skincare products from Italy.
Her matter-of-fact description of how she forged an entry into Thailand’s beauty clinic scene speaks of her confident attitude and self-belief. Within a short time she formed a partnership with beauty specialist Mariza Clinic and rebranded the entire business as Slim Concept & Mariza Clinic, offering ladies one-stop centres for all their beauty treatment needs. She also entered into an affiliation with health supplement brand Soberry and began importing Vagheggi natural skincare products from Italy.
Having reached her current heights in the industry Punnapa has no plans to slow down. “With 20 years in the business I know more than most people how quickly the beauty scene can change. There are new innovations—products, treatments and equipment—coming out all the time. It’s why I travel frequently to the world’s top beauty fairs. Because of the competitive nature of the beauty industry, it is very important to keep on top of what is new and to make new connections.”
Given her early years in training roles and client consultation positions, Punnapa also places great emphasis on customer service standards. “Again, the professionalism of our people helps us to stand out in a crowded market. As well as ensuring they are fully versed with products and therapy techniques, we teach our staff to be sincere and honest in their dealings with customers, which is why I also try all the services and products we offer so that I can fully explain to clients their benefits and usage. Trust is very important if you want to create repeat business,” she says, adding, “It is also important at a business-to-business level, hence I am really proud that we have secured a partnership with such an established company as leading Italian phytocosmetics producer Vagheggi.”
With annual profits in the 200-300 million baht range, Slim Concept & Mariza Clinic is certainly on the up and Punnapa’s ambitions have grown too. Today she is excited not only about the opening of new clinics in Thailand but also about expanding the business to overseas markets with branches in Bahrain and Cambodia. “I think the one-stop beauty service centre concept will be well received in both countries,” she says.
The new clinics will no doubt see her travel schedule become more crowded but then the genial Punnapa is a seasoned traveller. She and husband Ariyapong and their two young daughters have visited numerous countries over the years. “I love experiencing new places,” says the beauty executive, adding, “I also love to shop. I have a weakness for fashion and love labels such as Dolce & Gabbana and Chanel. I also collect Judith Leiber clutch bags.” A devout Buddhist, Punnapa meditates every morning and encourages her staff to do the same. In addition, she makes merit with frequent donations to temples and charities.