Cosmetics producers are going all out to win customers’ hearts as competition with new players heats up.
It is routine for 23-year-old make-up artist Kalya Risangdaru to read beauty reviews and watch makeup tutorials on the blogosphere every night before going to bed.
That way, she can get plenty of insights, including about the latest indie cosmetics products available online, such as those offered by Polka, By Lizzie Parra (BLP) and Rollover Reaction.
“If my favorite beauty blogger has buzzed a new product with an affordable price, I’m definitely going to buy it,” Kalya said.
She said the quality of those indie brands was actually on par with existing major brands, but more affordable and more avant-garde, particularly in terms of formula and packaging.
Makeup artist turned beauty guru Elizabeth Parameswari launched her BLP lip coat with eight color variants in June and targets millennials, who are often characterized by their unique behavior of being well-connected and technology-savvy.
This group of people, aged between 18 and 34, has been emerging rapidly, accounting for 41 percent of the 127.6 million-strong Indonesian workforce as of February this year.
However, the group is also known for their disloyalty to certain brands, thus forcing cosmetics makers to be creative to maintain their customer bases.
Elizabeth said she had fully utilized social media to promote her products and maintained relationships with her followers, whether on a blog, YouTube or Instagram, and even invited them for chats through several mobile chat apps.
“I have created three messaging groups consisting of about 500 members. I can directly answer all of their questions and announce everything about my products. As a result, those people have been my ‘loyal guards’ on social media,” she said.
Halal cosmetics producer Wardah, which claims to control about 30 percent of the market in the country’s decorative makeup segment, has also started to harness digital media to market its products.
Wardah also cooperates with female Muslim icons, such as fashion designer Dian Pelangi and actress Zaskia Sungkar who have large fan bases on their respective Instagram accounts.
The same strategy is implemented by major cosmetics firm Martina Berto, which has appointed various public figures to be its brand ambassadors, including actresses Alyssa Soebandono and Chelsea Olivia. Both Alyssa and Chelsea have millions of followers on their social media accounts.
Newcomer cosmetics producer Rollover Reaction has also formed partnerships with several influencers to promote its lip and cheek cream Sueded!, which has six color variants, in social media since its launch in March.
The product has suddenly become a major hit and sales reach 4,000 to 5,000 pieces per month.
Meanwhile, as the new brands gain more attention, 17-year-old model and actress Valerie Thomas, the daughter of senior actor Jeremy Thomas, prepares to join in on the hype. She plans to launch her own lipstick product under the brand Val, which would be offered in 12 different shades, in September.
Valerie has been buzzing the product on her personal Instagram account, which has about 390,000 followers, since early August.
“As a result, there have been 4,000 people from across the country contacting our management team, asking to be distributors of the lipstick,” Jeremy said.
“We come from a showbiz family. So, it’s not that hard for Valerie to market her new product.” (vps/mos)