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L’Oréal underlines the importance of online presence for beauty industry

Jessicha Valentina
Jessicha Valentina

The Jakarta Post

Jakarta  /  Sat, May 5, 2018  /  09:05 am
 L’Oréal underlines the importance of online presence for beauty industry

With e-commerce platforms, beauty enthusiasts can now tap into the latest trend as quickly as possible. (Shutterstock/File)

Indonesians reportedly spend an average of eight hours and 44 minutes a day on the internet, both via a personal computer (PC) and mobile device, according to data released by We Are Social in 2017 in collaboration with Hootsuite.

Based on the research, Rizkie Putra, head of e-commerce at L’Oréal Indonesia, said it was important for brands to have an online presence.

“From 1910 to 2015, the [offline] store’s layout had yet to change. However, our consumer behavior has changed,” Rizkie said on Thursday during the Business Roundtable: The Soaring Beauty of E-commerce discussion at L’Oréal Indonesia’s office in South Jakarta.

Rizkie added that brands needed to have visibility where consumers spend most of their time. He also assured that online stores would not replace physical outlets. Instead, the two platforms would synergize.

The discussion also revealed how e-commerce helps consumers have equal access to beauty products.

L’Oréal Indonesia president director Umesh Phadke said that in a country like Indonesia, which comprises more than 17,000 islands but still lacks the appropriate infrastructure, it is difficult to have products physically available in every corner of the archipelago.

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“But it is possible to ship a small batch of products to anyone, anywhere in the country,” he added.

With e-commerce platforms, beauty enthusiasts can now tap into the latest trend as quickly as possible.

Frieska Theresia, head of digital, e-commerce and customer relations management at L’Oréal Indonesia, shared that Kiehl's, one of the company’s brands, operates an e-commerce platform that has served customers from across the archipelago.

Meanwhile, the offline stores are currently only available in big cities, such as Jakarta, Medan in North Sumatra and Denpasar, Bali.

Lazada Indonesia chief marketing officer Achmad Alkatiri said that e-commerce would get even bigger.

“Currently, internet penetration is only at around 50 percent. Imagine if the remaining 50 percent [of Indonesians] get access to the internet,” Achmad said.

Phadke echoed his sentiments, stating that there is room for e-commerce to improve.  

“As long as people have a good [internet] connection, cheap data and [ease] of delivery and payment, an e-commerce revolution will happen,” Phadke said. (mut)