A premier tissue brand has ushered in a new era of everyday luxury in Thailand, signaling a strategic shift toward premium, skin-friendly care. At a high-profile event during the Tops Home & Baby Fair 2025 at Central Westgate, PASEO announced its partnership with Baifern Pimchanok Luevisadpaibul as the brand’s first-ever ambassador, while also unveiling the new “Ultimate Luxury” line designed to elevate daily routines into indulgent experiences. The announcement aligns with PASEO’s broader ambition to expand its footprint in the Thai market through a portfolio that centers on quality, safety, and a refined consumer experience. Baifern, who has reportedly used PASEO products for over 18 months, underscored the brand’s credibility and reliability, highlighting that her endorsement stems from genuine engagement rather than a promotional arrangement. The event provided a platform to present an integrated narrative: premium everyday care that combines world-class manufacturing strength with thoughtful product design calibrated for sensitive skin and busy lifestyles.
Baifern Pimchanok Luevisadpaibul: A Genuine Everyday User Becomes a Brand Advocate
Baifern Pimchanok Luevisadpaibul’s involvement as PASEO’s inaugural brand ambassador marks a deliberate alignment between a celebrated actress’s daily life and the brand’s promise of gentle, natural, and endearing care. Her testimony about being a long-time PASEO user—spanning more than 18 months—serves not merely as a celebrity endorsement but as a narrative of reliability grounded in everyday experience. She emphasized that her collaboration with PASEO was rooted in a meaningful understanding of the product’s impact on daily comfort and skin safety, rather than a mere marketing arrangement. This distinction matters in today’s market, where consumers increasingly demand authenticity and consistency from premium brands.
Baifern’s reflections on what left a lasting impression after she learned about the PASEO team carry substantial weight. She pointed to the brand’s meticulous attention to detail—an attribute that resonates with premium consumers who value the nuance of design, texture, and user experience. Her statement that the team does not simply manufacture quality products but genuinely cares about how the user feels, how comfortable the product is in daily use, and how safe it is, reinforces the core value proposition of PASEO as a brand that treats personal care as an intimate, ongoing relationship with the consumer.
A foundational point in Baifern’s discourse is the purity of PASEO’s raw materials, specifically the use of 100% virgin pulp and the absence of whitening agents and harsh chemicals. This emphasis aligns with a broader consumer shift toward products that minimize potential irritants while delivering reliable performance. For Baifern, whose profession exposes her skin to heavy makeup, sweat, and dust, the assurance that the brand prioritizes skin safety is especially compelling. She framed skin health as central to self-care, noting that while high standards do not necessarily mean purchasing the most luxurious or most expensive items, they do call for thoughtful daily choices. In her view, selecting tissues that are safe for the skin is a fundamental act of self-care, one that sets the tone for quality skin experiences over time.
Baifern’s enthusiasm for PASEO BabyPure—a 3-ply tissue designed with softness and a formulation free from fragrances and allergens—was a focal point during the event. She highlighted its suitability for sensitive skin, including children and individuals prone to irritation, underscoring that self-care can be embedded in routines as simple as choosing products that respect delicate skin. Her endorsement of BabyPure illustrates a convergence of consumer needs around gentleness, allergen awareness, and everyday practicality. Her remarks reinforce the brand’s emphasis on safety and comfort, showcasing how a premium line can extend its value proposition beyond adult use to families and children, reinforcing a broader social appeal for PASEO as a family-focused premium brand.
The event also foregrounded the idea that self-care is a continuous practice that begins with small, daily choices. Baifern’s insights frame daily tissue selection as a micro-habit with meaningful implications for skin health and overall well-being. By presenting BabyPure as one of her favorite products and highlighting its fragrance-free and allergen-free formulation, she provides a relatable narrative for consumers who seek reassurance that premium products need not be ostentatious or inaccessible. In sum, Baifern’s ambassadorial role is portrayed as a bridge between the brand’s premium promise and the everyday lives of Thai consumers, reinforcing the message that self-care is both attainable and essential.
Her public remarks helped humanize the brand, transforming a corporate launch into a personal story about trust, daily decisions, and practical care. The sensory and tactile focus she emphasized—how a tissue feels, how comfortable it is to use, and how it protects the skin—connects with the broader consumer desire for products that perform reliably in the contexts of makeup removal, sweat, dust exposure, and daily hygiene routines. The overall narrative portrays Baifern as a credible, relatable figure whose daily interactions with the brand embody the premium, skin-friendly ethos that PASEO is cultivating in the Thai market.
Introducing the Ultimate Luxury: A Premium Upgrade for Everyday Living
The centerpiece of the Tops Home & Baby Fair 2025 presentation was the unveiling of the new product lines that embody PASEO’s “Ultimate Luxury” philosophy. Exclusively distributed at TOPS, these innovations are designed to elevate ordinary daily activities into moments of refined comfort and assurance. The highlights of the lineup include the PASEO Milky Lotionized 4-Ply Facial Tissue and the PASEO Luxury 4-Ply Toilet Roll, both engineered to deliver superior softness, moisture retention, and user experience through advanced formulation and technology.
PASEO Milky Lotionized 4-Ply Facial Tissue is crafted to be luxuriously soft, with a four-ply construction that provides a plush, cushiony feel during use. The product is infused with natural moisturizers, a feature aimed at reducing friction in facial contact by up to 25 percent. This reduction in friction translates to gentler contact with the skin, minimizing irritation and enhancing comfort during daily facial cleansing, makeup removal, and other routine uses. The tissue’s ultra-soft texture is deliberately suited for facial use and for individuals who require attention to delicate or sensitive skin. By combining a high-quality fabric-like feel with moisturization, the Milky Lotionized tissue is positioned as a premium option that supports skin health without compromising on ease of use or performance.
The PASEO Luxury 4-Ply Toilet Roll expands on the premium standard by incorporating Micro Pillow technology. This feature is designed to deliver 50 percent more softness and superior absorbency, resulting in a denser, cushiony sensation with every use. Dermatologically tested, the toilet roll is engineered to provide a premium, skin-friendly experience that prioritizes both comfort and reliability in bathroom routines. The combination of high-thread-count feel, enhanced softness, and robust absorbency aims to redefine daily hygiene rituals, moving away from utilitarian experiences toward products that feel indulgent and refined. The exclusivity and perceived value of these introductions position TOPS customers to experience a tangible upgrade in everyday living through carefully engineered materials and textures.
Beyond the tangible product attributes, the brand’s presentation of the Ultimate Luxury line emphasizes a broader strategy centered on transforming everyday activities into moments of self-care and wellness. The philosophy suggests that premium experiences are not limited to high-end occasions but can be accessed through routine products that people use daily. The focus on softness, moisture, and skin-friendly properties aligns with a consumer trend toward products that deliver comfort without compromising safety or environmental considerations. The emphasis on dermatological testing and the avoidance of harsh chemicals reinforces PASEO’s commitment to health-conscious premium care, reinforcing trust with discerning customers who expect high standards in everyday goods.
At the event, the brand leveraged interactive experiences to engage audiences and deepen the connection with Baifern’s fanbase. Activities such as the “Mystery Box” game and “Shop With Bai” created a lively, interactive environment that showcased the actress’s approachability and closeness to her audience. These engagements served a dual purpose: they amplified the brand narrative in a memorable, shareable way and reinforced the authenticity of Baifern’s association with PASEO. The experiential elements also highlighted the brand’s willingness to blend celebrity appeal with practical consumer experiences, ensuring that the ambassador’s presence resonates with everyday shoppers and premium consumers alike.
The introduction of the Ultimate Luxury line is thus not merely a product launch but a strategic statement about how PASEO intends to redefine premium hygiene in Thailand. By coupling advanced product design with a premium distribution channel and a high-profile celebrity partnership, the brand is signaling an intent to deepen consumer trust, expand the footprint of premium products, and deliver a differentiated value proposition that blends luxury with everyday practicality. The exclusivity of availability at TOPS reinforces the aspirational positioning, while also ensuring a controlled, premium shopping experience for customers who associate TOPS with quality and reliability in household essentials.
Leadership Perspective: Why Baifern Was the Perfect Match for PASEO
The leadership narrative surrounding Baifern’s ambassadorial role centers on a deliberate alignment between consumer authenticity and brand identity. Mr. Nishant Grover, the CEO of Tissues International at Asia Pulp & Paper Group (APP), expressed gratitude to Tops for partnering on the launch and articulated the rationale behind selecting Baifern as PASEO’s first ambassador. He emphasized that the selection criteria centered on finding someone who was already a genuine user of PASEO products. Mr. Grover stated that learning of Baifern’s long-standing relationship with the brand confirmed that she embodied the very qualities PASEO seeks to project: gentleness, natural appeal, and a charming, endearing presence.
This leadership perspective reinforces several core strategic tenets: first, a genuine user basis for brand advocacy creates credibility that resonates with consumers more effectively than a purely promotional narrative. Second, Baifern’s everyday engagement with the brand—rather than a one-off endorsement—helps to establish continuity of trust and familiarity. Third, her persona aligns with PASEO’s identity as a premium yet accessible brand that prioritizes skin-friendly, comfortable products. Her authentic connection to PASEO’s values—quality, safety, and user experience—positions her as a natural bridge between the brand’s heritage and its forward-looking premium strategy.
Mr. Grover also underscored the company’s broader commitment to expanding in the Thai market through its consumer brands PASEO and NICE, alongside its professional (Away-From-Home) brand LIVI. He framed PASEO’s market approach as targeting premium consumers rather than chasing price competition or market share alone. The Ultimate Luxury line was described as best-in-class, crafted to enable people to elevate their self-care routines through simple yet meaningful upgrades in daily life. This framing places the product line at the intersection of aspirational branding and practical daily use, signaling that premium does not have to be exclusive or inaccessible; rather, it can be integrated into everyday life through thoughtful design and strategic distribution.
From a strategic standpoint, Grover highlighted the strong potential for growth in Thailand, particularly within the premium and personal hygiene segments where consumers are increasingly prioritizing quality, safety, and skin-friendliness. The leadership perspective thus frames Baifern’s ambassadorial role as not only a marketing asset but a strategic symbol of the brand’s commitment to meaningful consumer experiences augmented by trusted personalities. It emphasizes a longer-term vision in which brand ambassadors serve as ongoing custodians of the brand’s promise, reinforcing customer loyalty and facilitating deeper engagement with PASEO’s premium offerings.
A Vision Anchored in Innovation, Scale, and Consumer Experience
A cornerstone of PASEO’s long-term plan is its backing by APP, one of the world’s largest integrated paper companies with significant local manufacturing capabilities and access to globally sourced products. This structural advantage provides PASEO with the resources and scale necessary to support premium product development, consistent quality, and reliable supply—elements essential to sustaining a premium brand in a competitive market. Mr. Grover reiterated that PASEO’s aim is not to compete solely on price or market share but to elevate the consumer experience and transform tissues from a basic necessity into a premium indulgence. This statement captures the brand’s aspiration to redefine consumer expectations around everyday hygiene products by marrying functional performance with sensory appeal and safety.
The launch of the PASEO Ultimate Luxury collection is presented as the beginning of a broader, long-term vision. The company intends to deliver hygiene products that combine innovation with a deep understanding of the Thai market, recognizing that consumer needs in premium segments extend beyond material quality to encompass skin-friendliness, comfort, and daily rituals. The Ultimate Luxury line’s exclusive availability at TOPS reflects a strategic distribution choice designed to deliver a curated, premium customer journey, reinforcing the association between high-end retail experiences and sophisticated product performance. The emphasis on exclusivity at TOPS is not merely a sales tactic; it is a signal of the brand’s intent to cultivate a premium shopping environment where customers can explore advanced formulations and textures in a setting that aligns with their expectations of quality and service.
This long-term outlook also anchors PASEO’s commitment to the Thai market across multiple brand pillars. In addition to PASEO, the company’s portfolio includes NICE and LIVI, each serving different consumer and professional channels. The plan to grow in the Thai market is thus anchored in a diversified portfolio that supports robust overall brand health, cross-category synergies, and the potential for premium segments to drive sustained growth. The emphasis on premium consumer experiences—through product design, material science, dermatological considerations, and consumer education—reflects a holistic strategy to earn long-term trust and loyalty.
The narrative suggests that APP’s global capabilities and local manufacturing networks will be leveraged to support ongoing innovation, ensuring PASEO remains at the forefront of premium tissue experiences. The Ultimate Luxury line’s introduction marks the start of a journey toward premium hygiene products that blend functional excellence with sensory appeal, enabling consumers to treat themselves to small but meaningful upgrades in their daily routines. The vision is not to overwhelm the consumer with complexity but to offer a refined set of products that feel purposeful, comfortable, and skin-friendly, while delivering consistent performance and reliability.
The brand’s strategic emphasis on skin-friendliness, safety, and gentle care positions PASEO as a conscientiously premium option within the Thai market. By stressing the absence of whitening agents and harsh chemicals in the materials used for BAIFERN’s endorsed products—and by highlighting the 100% virgin pulp baseline—the company reinforces a narrative of purity and quality. This positioning resonates with a segment of consumers who seek premium experiences without compromising their skin health, particularly those who use tissues frequently in skincare routines, makeup removal, or sensitive skin scenarios. The combination of strategic leadership, a trusted ambassador, and a clearly defined premium product line creates a cohesive platform for sustained growth and market prominence.
Market Positioning, Consumer Trends, and Thailand’s Premium Hygiene Landscape
In presenting PASEO’s premium line and ambassador partnership, the brand is aligning itself with a broader consumer trend in Thailand toward higher-quality everyday products that serve both functional and experiential needs. Premiumization in consumer goods has gained traction as shoppers increasingly seek products that deliver tangible benefits—such as enhanced softness, reduced friction, better absorbency, and skin-safe formulations—while also offering a sense of luxury and personal care during routine activities. PASEO’s approach acknowledges that consumers are willing to invest in products that make daily rituals more comfortable and enjoyable, especially when those products are designed with attention to skin health and fragrance and allergen considerations.
The Thailand market presents a favorable environment for premium hygiene brands that prioritize safety, performance, and sensory experience. The decision to centralize premium product distribution through TOPS reflects a strategic alignment with consumer expectations for quality, reliability, and a consistent brand experience in a reputable retail setting. This approach also supports a broader strategy of building brand equity through controlled retail experiences, which can help ensure product integrity, packaging aesthetics, and consumer trust. By combining exclusive distribution with a valued ambassador who embodies the brand’s ethos, PASEO is crafting a narrative that resonates with sophisticated consumers who value both premium performance and personal well-being.
The inclusion of NICE and LIVI in the company’s Thai market portfolio supports a multi-channel approach to growth, recognizing that premium consumer goods require a well-rounded ecosystem. While PASEO targets premium tissue experiences, NICE expands the premium footprint into additional consumer segments, and LIVI addresses the professional or Away-From-Home category. This portfolio diversification allows the company to leverage synergies in branding, distribution, and product development across consumer and professional channels, aligning with the overarching aim to elevate everyday hygiene experiences for a broad spectrum of customers.
The premium positioning also suggests an emphasis on education and communication around product benefits. Consumers who are mindful of skin health, fragrance sensitivities, and allergen exposure will respond positively to transparent messaging about ingredients, manufacturing standards, and dermatological testing. PASEO’s emphasis on 100% virgin pulp and the absence of whitening agents and harsh chemicals speaks directly to this audience, providing a clear differentiator in a crowded marketplace. The brand’s messaging around “Ultimate Luxury” thus functions not only as a product promise but also as a lifestyle proposition—an invitation to treat daily routines as moments of care and self-respect.
Baifern’s involvement amplifies this market positioning by offering a relatable face who embodies the brand’s values and daily realities. The combination of a widely recognized film and television personality with a genuine usage pattern of PASEO products creates a credible narrative about everyday luxury. It signals to consumers that premium tissue experiences are accessible and meaningful in the context of real life, not just aspirational marketing. This alignment between ambassador credibility, product performance, and family-friendly usability serves to strengthen PASEO’s brand equity in Thailand and create a foundation for broader regional expansion in the future.
Customer Engagement, Fan Interaction, and Brand Experience
Beyond the product development and strategic positioning, the event underscored PASEO’s commitment to creating immersive consumer experiences that connect with audiences on an emotional level. Baifern’s fans participated in interactive activities such as the “Mystery Box” game and “Shop With Bai,” experiences designed to generate excitement, engagement, and a personal connection with the brand. These activities were not only promotional but also reflective of PASEO’s emphasis on warmth, approachability, and community-building. The warmth of the event helped to humanize the brand and reinforced the authenticity of Baifern’s association with PASEO, making the relationship feel less transactional and more collaborative.
The interactive formats leveraged Baifern’s appeal while providing fans with tangible opportunities to engage with the brand, potentially fostering long-term loyalty. For consumers, these experiences offer a memorable entry point into the PASEO ecosystem, inviting them to explore the Ultimate Luxury line in a way that feels personal and aspirational. The experiential elements help translate the premium promise into real-world interactions, allowing attendees to form impressions based on sensory experiences, such as the soft textures, fragrance-free formulations, and the perceived quality of the products.
In addition to event-level engagement, the ambassador partnership and product innovations are designed to sustain consumer interest over time. The combination of Baifern’s ongoing association with PASEO, the limited-edition or exclusive availability through TOPS, and the ongoing messaging around the Ultimate Luxury line is intended to build a continuous narrative. This narrative will likely involve consumer education about product benefits, transparent communication about ingredients and safety, and examples of how premium tissues can integrate into daily skincare routines and self-care practices. The long-term engagement strategy appears to be about sustaining trust through authenticity, quality, and consistent brand experiences that align with the values of premium consumers who prioritize skin safety and comfort.
From a strategic communications perspective, the ambassador program and product rollout work in tandem to create a multi-faceted brand story. Baifern’s public persona—rooted in elegance, authenticity, and everyday practicality—complements the brand’s emphasis on gentle care and user-centric design. The messaging around 100% virgin pulp and the absence of whitening agents and harsh chemicals is reinforced by Baifern’s emphasis on self-care as daily practice, a perspective that resonates with audiences who are mindful of product safety and skin health. This integrated approach—personality-driven endorsement, product differentiation, and experiential engagement—aims to cultivate a resilient, premium brand perception among Thai consumers and to set the stage for potential regional expansion in markets with similar consumer expectations around premium hygiene.
The Bottom Line: A Long-Term Commitment to Innovation, Care, and Premium Experience
The PASEO announcement and the introduction of the Ultimate Luxury line reflect a deliberate, long-range commitment to redefining premium hygiene in Thailand. The partnership with Baifern Pimchanok Luevisadpaibul is positioned as more than a promotional collaboration; it is a strategic alignment with a consumer who embodies the brand’s core values of gentleness, natural appeal, and endearing quality. The emphasis on skin safety, with explicit mention of 100% virgin pulp and no whitening agents or harsh chemicals, reinforces a trust-based relationship with consumers who are seeking premium products that respect their skin and daily routines.
The Ultimate Luxury collection, with its Milky Lotionized 4-Ply Facial Tissue and Luxury 4-Ply Toilet Roll featuring Micro Pillow technology, signals a sophisticated product development trajectory. The consumer benefits—reduced friction, improved softness and absorbency, dermal compatibility—are aligned with the overarching objective of turning an ordinary day into an elevated experience. The exclusive distribution through TOPS and the long-term vision for Thailand suggest that PASEO intends to balance exclusivity with accessibility, ensuring that premium products remain aspirational yet attainable for a broad audience who values quality and care in their everyday lives.
Asia Pulp & Paper Group’s strategic backing provides the scale and manufacturing capabilities needed to sustain premium quality while pursuing innovation across product lines. By investing in advanced material science, consumer-centric design, and careful market positioning, PASEO is crafting a cohesive ecosystem that supports long-term growth, customer trust, and a distinct competitive advantage in the premium hygiene category. The brand’s integrated approach—combining ambassador-led credibility, product innovation that delivers tangible benefits, selective retail partnerships, and a clear mission focused on skin-friendly care—positions PASEO as a forward-thinking leader in premium tissue experiences.
Conclusion
PASEO’s launch of the Ultimate Luxury line, together with Baifern Pimchanok Luevisadpaibul’s appointment as brand ambassador, marks a pivotal moment in Thailand’s premium hygiene landscape. The event showcased a carefully curated blend of celebrity endorsement, product innovation, and experiential marketing designed to elevate everyday routines into moments of luxury and care. The Milky Lotionized 4-Ply Facial Tissue and Luxury 4-Ply Toilet Roll, featuring advanced textures and skin-friendly formulations, embody a forward-looking commitment to comfort, safety, and user experience. Underpinning these developments is APP’s strategic strength, providing scale, manufacturing capability, and global expertise to support sustained premium growth in Thailand and beyond. As PASEO continues to expand its Thai presence through a premium portfolio that includes PASEO, NICE, and LIVI, the brand is poised to redefine what it means to care for the skin in daily life, one tissue at a time.
