Thai personal care brand BeNice doubles live commerce earnings with AnyMind Group’s AnyLive

AnyMind Group [TSE:5027], a BPaaS company for marketing, e-commerce and digital transformation, has today announced that it has collaborated with NEO Corporate Public Company Limited, a leading manufacturer and distributor of consumer goods in Thailand, to support its personal care brand, BeNice , a personal care brand owned by leading Thai FMCG company. BeNice was able to double live commerce sales in seven days after the implementation of AnyLive , AnyMind Group’s GenAI-powered live commerce platform.

This collaboration integrates AnyMind Group’s capabilities in live commerce with BeNice’s market leadership in personal care products, known for their quality and sustainability. The goal was to create a shopping experience on TikTok Shop through a hybrid approach of human and AI avatar-led live streams, optimizing performance during off-peak hours.

BeNice also employed marketing strategies such as exclusive live-only product launches and promotions, as well as the use of the animated background feature through AnyLive for AI avatars to boost viewer engagement. BeNice started using AnyLive for live commerce on May 26, and the current project will run for three months.

Sirisupa Atsanchon, Chief Marketing Officer, NEO Corporate Public Company Limited, said: “BeNice not only leads in innovative bath and body care products, but also stays ahead of marketing trends to connect with consumers in meaningful ways. Partnering with AnyMind Group enables us to reach target audiences faster and create shared experiences between the brand and consumers.”

Siwat Vilassakdanont, Managing Director of Thailand, the Philippines and Cambodia, AnyMind Group, said: “At AnyMind Group, we are committed to using AI to enhance business efficiency and customer value. AnyLive is continuously evolving with new features designed to make live commerce more engaging and impactful. BeNice’s adoption of these features demonstrates the brand’s innovative spirit and reinforces the role of technology in shaping the future of business.”

BeNice is leveraging AnyMind Group’s AnyTag platform for its influencer marketing efforts in Thailand, and has also conducted human-led live commerce sessions with AnyMind Group.