Achieved Most Recommended Brand 2025, Learn Marketing Strategies From Hair Care Products

Hair care product marketing strategy (Doc.Ellips)

Ellips Enters List Of #1 Most-Improved Brands In YouGovs Most Recommended Brands 2025 In Indonesia

JAKARTA Hundreds to thousands of hair care products milling around the market. Not all have a place in the hearts of consumers, can survive, even win awards because they are recognized as recommended products.

Lidwina Natalia, Head of Marketing Home and Personal Care Kino aporesiation of Ellips' success as one of the Kino Indonesia brands that won the prestigious award from YouGov as #1 Most-Improved Brands in YouGovs Most Recommended Brand 2025 in Indonesia.

"Thanks to a significant increase in the Positive Recommendation score of active customers. This award reflects the success of Ellips' internal strategy which consistently carries out integrated marketing activities (360 marketing activities), with a main focus on product sampling and increasing brand experience," said Lidwina Natalia.

He said, throughout 2024, Ellips actively conducts consumer education targeting young people, especially students, through campaigns in various big cities of Indonesia. This initiative is strengthened by the activation of brands that are creative and relevant to its above the line and below the line as well as sampling in public spaces to community formation to deepen interaction with the younger generation. In addition, Ellips expands the reach of brand experience by participating in beauty fair events and various other public events that provide direct experience to consumers.

This confession from YouGov is based on data from YouGov BrandIndex, the daily brand monitoring tool belonging to the global research company. Based on the survey results, Ellips recorded a 6.9 percentage percentage increase in Positive Recommendation scores, from 63.5% in 2024 to 70.4% in 2025. This increase indicates the high level of customer satisfaction and loyalty that prompted them to recommend.

"This award is a form of validation of our commitment to building brands that are not only known, but also loved and trusted by consumers. We believe that the relevant experience, meaningful interaction, and consistent product quality are the main keys in winning the hearts of consumers. Thank you to all Indonesian consumers who have made Ellips part of their hair care routine, "said Lidwina through her official broadcast.

YouGov Recommend Rankings 2025 is part of the annual report of YouGov's Most Recommended Brands compiled based on more than one million customer surveys in 28 countries, including Indonesia. The survey was conducted in the period 1 June 2024 to 31 May 2025. The "Recommend" score was calculated from the percentage of active customers who stated that they would recommend a brand to others. To enter the Most Improved' category, the increase in score compared to year-on-year, from the period 1 June 2023 to 31 May 2024, with the condition of active monitoring for a minimum of 548 days.

In Indonesia, this list features a combination of global and local brands, where Ellips managed to position itself as one of the local brands with the most significant reputation growth in the past year. In a representative national online survey of Indonesia's adult population, the YouGov panel includes more than 170,000 respondents. The panel composition reflects the diversity of Indonesian people geographically, demographicly, and socio-economicly.

Ellips showed strong performance in the Personal Care sector, particularly in the Hair Care subcategory, which is one of 20 sectors actively monitored by YouGov BrandIndex. The performance evaluation of this brand is based on three main pillars, namely Media Metrics, Brand Health, and Lower Funnel Metrics. Media Metrics measures brand exposure through brand awareness, attention, buzz, advertising awareness, and word of mouth.

Brand Health assesses public perception of the quality, product value, company reputation, and general impression of brands. Meanwhile, Lower Funnel Metrics describes the closeness of consumers to brands through indicators such as purchasing intent, customer satisfaction, and level of recommendations.

"This award is a tangible acknowledgment of the hard work of the Ellips team in building a strong and relevant brand experience for Indonesian consumers. This significant increase in customer recommendations is also proof that Ellips' strategic and integrated approach has succeeded in creating a sustainable positive impact," he concluded.