Several skin care local products are already fulfilled the market today. This phenomenon is inseparable from a relentless marketing tactic which has been done by some young beauty entrepreneur to reach more consumers who are mostly still impacted by imported skin care products.
Local skin care businesses always have some tricks to survive in the midst of the cutthroat skin care market in Indonesia. A couple of local skin care brands have even been able to raise sales revenue amid the pandemic. The owner of Saturday Looks brand Cindy said, that the shifting of activities from having been worked at the office to home, cause many women spend a lot of time to have taken care themselves. Thus, the demand trend for skin care goods has grown significantly.
“The opportunity is still big. Moreover, the needs of women for skin care has varied, so if we can really provide good products, we certainly won’t lose the consumers,” Cindy said.
Cindy started her skin care business cost of 300 million rupiah. She admitted, that the return on investment was only within 3 months. She chose the target market for women aged 17-35 years with one of her flagship product, peeling masks. After choosing the factory to produce her products, she also introduced them through the endorsement strategy that is commonly used by many new brands.
“I had invited six prominent beauty influencers to have used and promoted our products. At the beginning, the cost of this strategy was quite huge. But, it has impacted our branding,”Cindy noted.
On the other hand, CEO of Ocean Fresh Hamid Mukthasim took a different way to be able to stand out from the crowded cosmetic market. He started his business by raising issues around environmental sustainability, public health, and public welfare amid the public awareness on more ethical and environmental friendly goods.
“We have tried to create a prestigious branding as equal as the well known imported brands. We also emphasize the richness and distinction of Indonesian natural ingredients. Then, let consumers try and prove the efficacy of our products,” Hamid explained.
He also added, in order to compete with popular imported brands, Ocean Fresh is now implementing standards in each of its products, starting from safety standards, halal certification, and strict quality control. Their products are ranging from shampoo, body soap, body lotion, facial wash, and night cream.
The widespread use of natural ingredients in beauty industry also motivated Ria Templer and her mother to build the strong values beauty brand that is based on Indonesian herbs and spices, called Utama Spice.
During the pandemic Ria admitted, that sales of its skincare products have gone down by nearly 80 percents, due to many spas services in Bali must close. However, she has found another way to survive by raising awareness through online retail marketplace.
“This online marketplace platform is very much trusted. We have been able to book sales revenue until 50-100 million rupiah from one online platform marketplace,” Ria noted.
By focusing online sales, Utama Spice has doubled the revenue over the period of public activity restrictions. She said, that want to prove that the beauty enterpises can be environmentally conscious while turning a profit.
The development of the cosmetics industry in Indonesia has showed a good trend. According to Indonesia’s Central Statistics Agency (BPS), in the first quarter of 2020, the growth of the chemical, pharmaceutical, and traditional medicine industries including cosmetics grew 5,59 percent. Meanwhile, they also have estimated the growth of the cosmetics market in Indonesia will increase by 7 percent in 2021.
*This article is proceed from various sources*