Become An Idol At Harbolnas This Year, Take A Peek At How These Three Local Beauty Brands Optimize Digital Platforms

JAKARTA - The beauty industry in Indonesia continues to increase every year, with growth reaching 21.9 percent in 2023, based on information from the Association of Indonesian Cosmetics Companies and Associations (PPA Kosmetics Indonesia). This growth can also be seen from the increasing number of local brands that have emerged, with creative strategies on digital platforms, including on TikTok.

In fact, according to data from TikTok Beauty Brand Playbook in 2022, from a survey conducted on hundreds of TikTok users, 61 percent of respondents admitted that they prefer local brands, and even during the promo season, 68 percent of respondents shopped for more local brands.

This enthusiasm for local beauty brands was also seen during the12 Local Buying campaign which took place some time ago on TikTok and Tokopedia. Various local beauty brands offer innovative products and their quality is not inferior to foreign products.

Three local brands that stand out quite well on TikTok are Wardah, Emina, and Make Over, who are very creative in using the TikTok platform for promotion and selling. What are the ways these three brands attract TikTok audiences? Let's take a peek.

Create consistent short video content, to attract audiences to find out more brand information to use it, create consistent short video content. Compared to long video content or photo collections, video content will be more in demand for the beauty product market.

For example, Wardah often creates and shares tips and tutorial skincare and beauty products that match facial conditions with an attractive simple and visual delivery style.

"Through a consistent strategy in the form of an interesting short video format, we managed to achieve thousands of sales within 24 hours through the TikTok platform when the 1212 Local Buyer campaign took place," Wardah said.

Take advantage of the momentum and present a variety of promos, who doesn't like promos? Especially beauty brands that are liked by women of various ages. Try to offer a variety of special promos on special or big days, as Emina did at Harbolnas.

In the12 Local Buyer campaign, Emina has been constantly promoting various promos on the TikTok platform long before the campaign took place. The promos given also vary, ranging from discounts for a variety of products to 25 percent for sun battle, light masks, lip serum, bright stuff.

In addition, Emina also presented Twinpack Sun Battle 30 with 23 percent discount, up to 100K get 6 promos for skincare, and other interesting promos. Through TikTok, Emina has experienced various benefits, including an increase in interest in purchases by 10 percent at the12 local Buy.

Often interacting with TikTok users by optimizing the live shopping feature, the live shopping feature on TikTok can be an effective way to promote products or services. Brands can start by selecting the right influencers to reach the audience.

Then, brands can use gimmicks such as stickers, create quizzes or giveaways, or filters to make them more visually attractive. In addition, brands can also hold flash sales like Make Over did. This strategy makes audiences continue to watch live content presented because they are waiting for the limited promo.

This of course helped Make Over increase the number of sales and volume of purchases during the 12 local Buying campaign, which increased in number compared to September.

The success story of the three local beauty brands on a short video platform, TikTok, proves that this platform has great potential to advance the beauty and local self-care industry. By taking advantage of TikTok's features creatively and with the right strategy, local brands can achieve popularity, increase sales, and contribute to Indonesia's economic growth.