Etsuko to launch new product

Expanding Reach Across Diverse Customer Segments

Optimizing Product Strategy and Enhancing Market Coverage

 As Vietnam’s mother-and-baby market continues to evolve with increasingly diverse needs and spending capabilities, building a product portfolio tailored to different customer segments has become a key factor in sustainable growth strategies. Guided by this direction, ETSUKO is preparing to launch a new hair and body wash line for kids, targeting the mass market – families seeking baby care products that are safe, high quality, and affordable.

Expanding the product portfolio not only enables ETSUKO to further complete its kids personal care ecosystem, but also helps strengthen brand presence and broaden market coverage, meeting the daily usage needs of a wide range of Vietnamese families. This strategic move reflects ETSUKO’s long-term vision of balancing product quality with mass accessibility.

New Products Offering Diverse Solutions for Kids Skin Care Needs

 ETSUKO will introduce two hair and body wash, carefully researched and developed to address different kids skincare needs:

•  Antibacterial Hair & Body Wash – Propolis & Tea Tree

This variant offers antibacterial effectiveness of up to 99.99%, delivering effective cleansing while remaining gentle on a child’s delicate skin. Formulated with propolis and tea tree extracts, it helps protect the skin from environmental aggressors and is particularly suitable for active kids or those who frequently play outdoors.

•  Moisturizing Hair & Body Wash – Shea Dream & Sweet Pampering

This line focuses on intensive moisturization, featuring a multi-layer blend of 7 natural nourishing ingredients and glycerin to help maintain optimal skin hydration and reduce dryness after bathing. It is especially suitable for kids with sensitive skin or those frequently exposed to air-conditioned environments.

Both product lines are developed using extracts from 7 premium natural ingredients sourced from Japan, emphasizing safety, gentleness, and suitability for daily use. The child-friendly packaging design further enhances accessibility and appeal to consumers in the mass market segment.

 Delivering the Best for a “Happy Child”

While targeting the mass market, ETSUKO remains firmly committed to prioritizing children’s safety and overall experience. Each product is carefully researched, formulated with thoughtfully selected ingredients, and subjected to strict quality control to provide gentle and reliable skincare solutions for kids.

Looking ahead, ETSUKO will continue to invest in research and product development, consistently innovating to offer more suitable choices for Vietnamese families. With the goal of delivering the very best for every “Happy Child,” ETSUKO aspires to accompany parents throughout their journey of caring for and nurturing their children during their most active and exploratory stages of growth.

From: FMCG MKT Department