Creating Great Local Product
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This document discusses the development of a skin care product in Indonesia called Sariayu Putih Langsat. It provides background on the product, noting that eastern skin is different than western skin and required a whitening product suitable for eastern people that lightened without changing skin character. The product concept of Putih Langsat, meaning white langsat fruit, was developed to establish a new whitening concept for Indonesian/eastern skin that differentiated from existing western-focused whitening products. The document explores using local wisdom and natural ingredients to develop skin care tailored to the unique characteristics of Indonesian consumers.
Creating Great Local Product
- 1. Presented by Samuel E. Pranata Crea%ng a Great Marke.ng Director, Skin Care Product Martha Tilaar Group (MTG) in Indonesia Blending Global Best Prac%ce with Unique Local Wisdom 12th Asia Surfactants Personal & Home Care Markets Hilton Shanghai, September 2012 The Martha Tilaar Group Experience
- 2. Indonesia: The Great Skin Care Market The Martha Tilaar Group Experience
- 3. Indonesia is an archipelago with 30.000 plant species and 300 ethnici5es, as well as has more than 17.000 islands and about 400 volcanoes There are a lot of mountain water springs, hot springs and mineral water springs BIODIVERSITY & CULTURAL RICHNESS
- 4. $4500 Exci5ng Performance... $3000 $2000 Economic $1000 GDP percapita, 1986-‐2014 Crisis 86 87 88 89 90 91 92 93 94 95 96 97 98 99 '01 '02 '03 '04 '05 '06 '07 '08 '09 10 11 12 13 14 Accelerated growth aYer reaching Same paXern the $3000 per capita GDP level
- 5. The 7th Biggest Economy in 2050... #22 #7
- 6. Middle class has become majority popula5on with 131 million, Exci5ng Performance... million per annum growing 7 25% 56.5% 1999 2010 Source: WorldBank, BPS Source: Nielsen
- 7. Jakarta: The city with 68 (+14) malls The biggest number in the world
- 8. As the economy and middle class are growing, looking good is also a trend YTD Growth* 14% Higher than food *Nielsen, 2011
- 9. Beauty & Personal Care Industry Total market size U$ 3 billion Predicted cosme%c product in 2012 will grow 16.9%. Average growth of cosme%c in Indonesia around 13-‐ 15% a year Skin care category contributes 30% of the market Back to nature concept drives the product with natural ingredients The trend of metrosexuality starts to grow
- 10. Skin Care Market in Indonesia Total Market Size U$ 950 million Prominent skin care products are s%ll whitening and an% aging categories Big players are Unilever, P&G, L'Oreal, and local company such as Martha Tilaar Group
- 11. Martha Tilaar Group Unique Approach and Strategy The Martha Tilaar Group Experience
- 12. Martha Tilaar Group: At Glance Established in 1970 The largest local beauty companies in Indonesia Integrated opera%ons from: organic planta%on, manufacturing, distribu%on, retail shop, salon & spa chain and beauty school Produce 10 brands consis%ng of skin care, color cosme%cs, hair care, body care and herbal products
- 13. Umbrella Brand Values 1. Holis%c Eastern Beauty* 2. Sustainable Nature 3. Exo%c Innova%on 4. Women Inspira%on 5. Responsible Ci%zenship *Rupasampat wahyabiantara: inner & outer beauty
- 14. Flower Palmyra Palm Rupasampat Wahyabiantara The Total Beauty Concept zither The concept of Rupasampat Wahyabiantara was explored from the myths, ancient history, folklore and tasbih understanding of the Wahyang philosophy. Beauty is a reflec%on of the harmony of both inner and outer and also among mind, lotus body, and soul.
- 15. Product Development Principles “Local Wisdom Go Global” Natural Ingredients Indigenous Knowledge & Recipes Based on the Cycle of Life Holis5c (Inner & Outer) Approach for Op%mum Result Scien5fic Approach & Technology Implementa%on Efficacy Proven Environmental Friendly
- 16. Four generic Strategies to Beat the Giant Local Challenger Na5onal Champion Ownership of Local Advantages High Selec%vely aiack Beat the giant through the giant’s weaknesses local differen5a5on Die-‐Hard Flanker Global Chaser Low Flank and create Strive to achieve their own pond global best prac%ces Low High Capability to Catch-‐up Global Fron5er (Financial, Technology, Management, etc.)
- 17. The Sariayu Pu.h Langsat Story Glocaliza.on MaTers The Martha Tilaar Group Experience
- 18. Sariayu Pu%h Langsat A Case Study
- 20. Like Victoria ?
- 21. Like Jolie with Sexy Lips?
- 22. Flawless skin as Zi Yi?
- 23. Sariayu Pu%h Langsat Background Skin of eastern people (incl. Indonesia) is different from western people Need a whitening product that suitable for eastern people. Light and bright without changing skin character Come into Pu%h Langsat Concept; Pu5h means white, Langsat is fruit as an iden%ty or character of Indonesian skin
- 24. Sariayu Pu%h Langsat Background Pu%h langsat is the lightening concept that is developed met to Indonesian skin (eastern whitening concept) Establish new whitening concept to differen%ate from the exis%ng one by using natural ingredient “Langsat” (Lansium domes.cum) Using cultural approach that is approved by ethno pharmacology, in vitro and clinical study
- 25. Etno pharmacology Study Ethnicity of Dayak, in province of Kalimantan (South & Middle), culturally and historically used “Bedak Dingin” (cooling powder) They used bedak dingin everyday to keep their skin health and beauty Their skin looked light and bright that was different from other ethnici%es Bedak dingin (cooling powder) contains Langsat fruit (Lansium domes.cum)
- 26. In Vitro Study Sample Concentra5on DPPH Scavenging Inhibi5on Rate (%) Ac5vity (%) against Tyrosinase ac5vity (%) Lansium 2 33.9 30.4 Phylanthus 2 78.6 34.1 Lansium + 2 92.4 30.8 Phylanthus Langsat (Lansium) can inhibit melanin synthesis Langsat extract has an%oxidant ac%vity Combina%on of langsat (lansium) and phylantus has higher an%xodant ac%vity compared to a single plant
- 27. Clinical Study Clinical Study Sariayu Pu5h Langsat Moisturizer Sariayu Moisturizer & Lightening Skin Pu%h Langsat Moisturizer Skin Moisturizing & Lightening Clinical Test Result: -‐ 79% subjects showed improvement in skin moisturizing ater 2 hours -‐ 75% subjects showed improvement in skin lightening ater 2 weeks - 83% subjects showed improvement in skin lightening ater 4 weeks * Improvement toward base line (unit) * * * = sta%s%cally significant at p < 0.05
- 28. Clinical Study Patent Sariayu Pu5h Langsat Moisturizer Gain Patent of new efficacy Lightening Skin Moisturizer & of Indonesian plants
- 29. Clinical Study Publica%ons/Seminars Sariayu Pu5h Langsat Moisturizer The research has b& Lightening Skin Moisturizer een presented in many scien%fic seminars and conferences
- 30. Clinical Study Sales Performance Sariayu Pu5h Langsat Moisturizer Skin Moisturizer & Lightening Launched in 2007, Sariayu Pu%h Langsat has experienced a robust growth
- 31. Develop Natural concept Technology products