A Trusted Antibacterial Brand Shines in the Post-pandemic Era

Savlon is among the world's best-known brands of antibacterial washing products. In Taiwan, the UK brand has a more than 40-year history and has grown to become the leading name in antibacterial products. In 2015, Mary & Majestic and THL Group jointly acquired operating rights for Savlon. Since then, they have further burnished the reputation of Taiwan's top antibacterial brand with a Made in Taiwan (MIT) quality advantage.

"A lot of people in Taiwan have grown up with Savlon and think it's a local brand. In fact, it's a classic British antibacterial brand," says Mary & Majestic CEO and Savlon Chairman Alfred Woo.

Savlon's classic liquid body cleanser was once found in nearly every household in Taiwan. When the COVID-19 pandemic broke out earlier this year, the brand re-emerged in the public awareness as antibacterial cleaning products became an increasingly hot topic.

THL's interview team recently visited Savlon's production base in Xinwu, Taoyuan. Alfred Woo, the CEO of Mary & Majestic, which built the new plant, personally led the tour.

Upon entering the high-ceiling reception hall at the Xinwu plant, visitors are greeted by a lush green living wall and beautiful ring-shaped washbasin. Our guide asked everyone to soap wash their hands and reminded us of the importance of maintaining daily hygiene habits. The process examplifies the brand spirit of a company founded in 1943 as a seller of disinfectant soap.

The new GMP cosmetics-grade plant in Xinwu, Taoyuan, is the latest development of the 77-year-old Mary & Majestic. The high-tech automated factory has applied for green building certification and has become a model plant for Taiwan's cleaning products industry. Few people know that the smart plant is also the new production site for Savlon products.

In 2015, Mary & Majestic and THL Group jointly acquired management rights for the Savlon brand. Woo recalls when the Johnson & Johnson group decided to to sell Savlon as part of its overall market layout. "I thought: Savlon is Taiwan's top antibacterial brand. This is too good of an opportunity to let pass." Optimistic about Savlon's brand potential, Woo brought together shareholders, including THL Group and Mary & Majestic. The group moved quickly and within two or three months had acquired the Savlon brand.

Mary & Majestic and THL Group have proven to be a strong combination. Mary & Majestic, with over 70 years of experience in antibacterial product manufacturing, is in charge of production, while THL, Taiwan's leading agent in cross-border synergy and integration, is responsible for sales. The strong friendship between Woo and THL GM Terence Chen has further contributed to a successful partnership that has doubled Savlon's sales.

For Savlon's 60th birthday next year, Mary & Majestic is planning a series of related activities that will run from the end of this year to next year to re-familiarize Taiwanese consumers with the history and new image of the leading antibacterial brand. "We'll be rolling out a series of activities both online and offline," says Woo.

"Savlon is a UK-based antibacterial brand. Nearly six decades old, it is a classic and highly trusted premium international brand." ~ Mary & Majestic CEO & Savlon Chairman Alfred Woo

Savlon was originally produced in Malaysia when the brand was represented by Johnson & Johnson. Today, Savlon products are manufactured in Taiwan at the new Xinwu factory. The five-floor plant is topped by solar panels that "can generate about 300,000 kWh of electricity a year, supplying about half of the plant's electricity needs," Woo says. An ecological pool on the first floor further underscores the green credentials of the new facility.

Production lines are located on the third and fourth floors. Robotic arms and automated machinery operate autonomously around the clock, freeing most workers to focus on supplying the production line as well as quality check. Woo says that his company's old factory in Xinzhuang, New Taipei City could turn out 100 bars of soap per minute and required 13 employees. The new plant can produce up to 250 bars of soap per minute with just five people.

The automated production line at the Xinwu plant has significantly boosted productivity and production efficiency for shower products as well. The lines can turn out six tons of shower gel in five hours. The plant also meets ISO 22716, GMP, and other international certification specifications, helping Mary & Majestic secure more orders from major international consumer goods groups in recent years. "This proves our factory meets international specification," says Woo.

"Our improvements in production efficiency have substantially lowered costs," Woo says, looking back on the achievements made over the past five years since acquiring Savlon. He also notes that moving production from Malaysia to Taiwan has cut three months from transport time, extending product shelf life by an equal amount.

Consumer interest in antibacterial products has grown since the COVID-19 outbreak this year, doubling Savlon sales. Mary & Majestic has prepared excess bottles and pumps in the event of a year-end resurgence in the epidemic.

Woo hopes to bring the Savlon brand to younger consumers. Savlon's future strategy also involves the launch of new product lines to reach different market segments. "We will be developing Savlon product lines aimed at male skin conditions and needs," Woo says. The senior market is also a segment with huge development potential, he adds. Woo's company plans to develop products that build on Savlon's strength in the antibacterial market to meet different consumer demand.

Looking ahead, Mary & Majestic and THL will continue to combine their understanding and experience in Taiwan's consumer goods market to refurbish the Savlon brand and introduce new product lines to seize market share: a refreshing plan indeed!