'PEMBUNUHAN' DUNIA SKINCARE - MS Glow, Scarlett, Somethinc VS Unilever

Summary

MS Glow and other new beauty brands like Scarlett and Somethinc are shaking up Indonesia’s beauty industry, surpassing older players like Martha Tilaar and Mustika Ratu in sales. MS Glow’s claimed monthly turnover of Rp. 600 billion has sparked both admiration and skepticism, with some viewing it as a marketing tactic. The success of these new brands is driven by social media, influencer partnerships, and strong online sales, which differ from the traditional methods of older companies. This shift is affecting brands like Unilever, whose performance has been on the decline in recent years.

Takeaways

• 😀 MS Glow claims a turnover of Rp 600 billion per month, surpassing traditional beauty brands like Martha Tilaar and Mustika Ratu.
• 😀 New beauty brands like MS Glow, Somethinc, and Scarlett have gained significant market share in Indonesia, primarily through online sales and social media marketing.
• 😀 The skincare category is the second most purchased product online in Indonesia, with a high tendency for repeat orders.
• 😀 MS Glow is estimated to have a 35% market share in Indonesia's skincare industry, based on monthly sales of 2 million products.
• 😀 New players in the beauty industry focus heavily on influencer marketing, collaborating with top celebrities to build brand awareness.
• 😀 Older brands like Martha Tilaar and Mustika Ratu have been experiencing declining sales and stagnation, especially since 2014.
• 😀 Unilever, a major player in the beauty and care segment, has seen a decline in sales, particularly in the household and maintenance sectors.
• 😀 New beauty brands have no physical stores and instead rely on strong online platforms like Shopee and Tokopedia, creating a direct connection with consumers.
• 😀 The marketing strategies of newer beauty brands include using influencers and celebrities such as Raffi Ahmad, Sandra Dewi, and Song Joongki to appeal to a broad audience.
• 😀 Some question the authenticity of MS Glow's turnover claims, with speculation that it could be a marketing tactic to attract attention and increase reseller sales.
• 😀 The shift in consumer behavior, with an increasing reliance on social media and online shopping, has caused older brands to struggle to keep up with the changing market dynamics.

Q & A

What was the surprising claim made by MS Glow regarding its monthly turnover?

MS Glow claimed to have a monthly turnover of Rp. 600 billion, which is equivalent to Rp. 7.2 trillion per year.

How does MS Glow's turnover compare to the established beauty brands like Martha Tilaar and Mustika Ratu?

MS Glow's turnover is 24 times greater than Martha Tilaar's and 28 times greater than Mustika Ratu's, despite these companies having been around for decades.

Why is there skepticism about MS Glow's reported turnover?

There is skepticism because the reported turnover of Rp. 600 billion per month seems unusually high for a skincare company, leading some to believe it might be a marketing trick.

How does MS Glow's success relate to the broader skincare industry in Indonesia?

MS Glow seems to capture a significant portion of the skincare market, as it sells 2 million products per month, representing about 35% of the total skincare market, which amounts to 5.7 million products sold monthly.

What does the data reveal about the performance of older companies like Unilever and Mustika Ratu?

Older companies like Unilever and Mustika Ratu have seen a decline or stagnation in sales, with Unilever showing a downward trend since 2019, particularly in its household care segment.

What business model difference exists between new players like MS Glow and old players like Unilever?

New players like MS Glow focus primarily on online sales and have strong social media engagement, while older players like Unilever continue to rely on traditional distribution channels such as supermarkets and offline stores.

How have social media and influencers played a role in the success of brands like MS Glow?

MS Glow, Scarlett, and Somethinc have capitalized on the power of social media and influencers, with high-profile ambassadors like Raffi Ahmad, Nagita Slavina, and Song Joongki, which helped boost their brand presence.

What role did Shandy Purnamasari, one of MS Glow's owners, play in the controversy surrounding the turnover claim?

Shandy Purnamasari denied the reported turnover claim of Rp. 600 billion per month, suggesting that the news might have been a marketing tactic rather than a factual report.

Why is the comparison of MS Glow to companies like Gojek and Tokopedia significant?

The comparison with Gojek and Tokopedia highlights the substantial growth MS Glow has experienced, making it appear as a formidable player in the industry, even though it operates in a different market (beauty and skincare).

What is the potential impact of MS Glow's marketing and sales strategies on the skincare market?

MS Glow’s aggressive marketing through social media and high-profile ambassadors, along with its direct-to-consumer sales model, is likely reshaping the skincare market, pushing older brands to adapt or face decline in sales.