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View all search resultsDenmark’s Perspirex exits Indonesia after influencer smears, unfair play
Social media influencers are often paid to promote certain messages or campaigns.
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Danish antiperspirant brand Perspirex entered Indonesia around 2020 and is officially registered with the Food and Drug Monitoring Agency (BPOM). On its TikTok page, the brand said it had been selling products in the market for five years.
(Courtesy of/perspirex.com)
D
anish antiperspirant brand Perspirex announced its withdrawal from the Indonesian market on Tuesday, citing unhealthy market competition allegedly driven by smear campaigns and aggressive marketing tactics by rival brands.
In a post on its official Instagram account, Perspirex said it could no longer sustain its business in the country despite having entered the market with “good intentions.”
“Perspirex came with a clear mission, to help people feel more confident with an antiperspirant that’s proven effective,” the brand wrote.
“But many brands started making exaggerated claims. Some resorted to smear campaigns. Influencers were used to damage our reputation. All of this has taken a toll. We’ve tried our best, but we can no longer continue this journey.”
On its TikTok page, Perspirex said it had been selling products in the Indonesian market for five years and is officially registered with the Food and Drug Monitoring Agency (BPOM).
Its products are priced between Rp 199,000 and Rp 270,000 (US$12.50–$17), significantly higher than competing brands, which typically sell for around Rp 20,000–Rp 30,000.
The product is manufactured by Riemann A/S, a Denmark-based skincare company headquartered in Hillerød. Riemann was founded by Claus Riemann in 1979, the same year it pioneered the global sunscreen category by launching P20, the first high-SPF product.
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