“Every time we research new products, we aim to differentiate our brand from others while answering the needs of customers.”
Chariya Xanthavanij founded Satira in 1999 from her expertise in the use of traditional Thai medicine. The name Satira, which means longevity in Thai, reflects the benefits of natural Thai herbs that can create pleasure and contribute to the happiness of the body, mind and soul.
Can you tell us about Satira?
Satira comes from the belief that spa products should not be just a mixture of oils and fragrances, but they must also benefit the body and mind by utilizing natural Thai herbs. For example, we have an anti-cellulite collection that improves blood circulation with extracts of pepper and chilli. Another popular collection is made from lemongrass extracts that helps with relaxation.
Who are your customers?
They are from every corner of the globe, but Japanese and Chinese customers really enjoy our products. Japanese are very selective and they appreciate the usefulness of our products. To combat stress, they use products with geranium or rosemary to make them feel more relaxed. Chinese customers mostly seek out massage oils that also help keep the skin hydrated.
How important is R&D?
The company relies heavily on R&D. Every time we research new products, we aim to differentiate our brand from others while answering the needs of customers. We place a huge emphasis on essential oils made from Thai herbs. As Thailand is a country with a tropical climate, we have an abundance of herbs and plants that help enhance the fragrance of products.
What is the secret to the brand’s success?
Quality is the most important factor. We always find ways to add value to products, such as sourcing raw materials from the best farmers in Thailand. Constantly developing new products to keep up with the latest trends is also a must, like the latest one, which is the virgin coconut collection.
How do you benefit from Thailand’s position as one of the world’s leading tourist destinations?
A large number of tourists seek quality spa products and services when they visit Thailand. We always try to do research and find out what they find pleasurable in Thailand, and build new products and collections around that concept.
For more information, visit www.satirathai.com