The Success Story Of Local Parfum Brands Gets Audience On TikTok

Photo: Special

JAKARTA - The Indonesian perfume industry is getting busier with the increasing number of brands emerging in Indonesia. Digital platforms such as TikTok are a means for these local brands to introduce their brands, build audiences, and sell.

The TikTok community also seems to welcome the emergence of these various local perfume brands, as can be seen from how more and more creators review or review local perfumes whose quality is no less than other well-known perfumes. Some brand names that often appear in creator reviews are Mykonos and SAFF & Co.

Brand Mykonos and SAFF & Co. offer its own uniqueness and characteristics from perfume brands, which eventually attracted the attention of TikTok audiences to try and buy their products. In the 1212 Local Buying Campaign, these two brands managed to record positive sales and became the target of TikTok users.

So, how is the story of the journey of these two local brands to successfully sell on the TikTok platform? Let's look at it. Mykonos, starting from its love for fragrance and a name inspired by the beauty of a city abroad, Mykonos has the ambition to present perfume with the same quality as a high-end brand but is friendly in a bag. The brand, which was founded in 2019, was first popular with unique fragrances and packaging that are always different from other brands.

Since then, Mykonos has continued to present unique perfume products, following world trends, but still seems luxurious and easy to accept in the local market.

Mykonos then took advantage of the TikTok platform to capture its consumer needs by interacting via short videos and also live shopping. In fact, Mykonos often answers questions and comments from TikTok audiences through video format, using the Reply with Video feature.

This close and educative interaction was also carried out during live shopping, including during the 1212 Local Buying campaign which finally succeeded in increasing sales of the brand.SAFF & Co., founded in 2020, SAFF & Co perfume. intended for people who are just about to start learning to understand perfume, or are just starting to enjoy the use of perfume. The uniqueness of this brand can be seen from a slim and travel-friendly size, so it is easy to carry anywhere. This perfume is also intended for men and women, with a wide choice of fragrance according to their tastes and needs.

Creativity of SAFF & Co. in presenting product variants was also seen during the 1212 Local Buying campaign which took place on TikTok and Tokopedia. At this Harbolnas moment, SAFF & Co. launched the "Maleali" perfume variant exclusively. With sweet and woody characters as well as a little aromatic, this new variant received a warm welcome from TikTok audiences.

The presence of SAFF & Co. through live shopping is also able to bring this brand to become one of the top perfume brands on TikTok and increase sales.

The success achieved by Mykonos and SAFF & Co. on TikTok proves that this platform is not only a means of existence, but is also a very effective strategic step to improve reputation as a local brand.

By designing a mature strategy on the TikTok platform, local brands such as Mykonos and SAFF & Co. are able to explore the full potential of this platform, reaching a wider audience to get more loyal customers.