Shaping a Beauty Brand’s Product Launch with Data-Driven Go-to-Market Success

In recent years, the beauty industry in Indonesia has experienced rapid growth, especially among local cosmetic brands. The increasing interest of consumers in beauty products has made this market highly competitive, both in terms of product innovation and marketing strategies. This market is predicted to grow by 4.86%. The largest revenue contributors in the beauty products industry in Indonesia are eye makeup, face makeup, and lip products. One of the makeup products that has high demand in Indonesia is lip liner. Lip liners have become one of the increasingly popular products because they provide aesthetic and functional benefits for consumers who want to enhance the shape of their lips and maintain the durability of lipstick. Moreover, the trend of makeup with a perfect lip look is becoming more popular among Indonesian women, both for everyday needs and special occasions.

The Story

Because of that, a local beauty brand wants to expand its product portfolio by launching a lip liner specifically designed according to the preferences and needs of Indonesian women. The launch of this product is expected to strengthen the brand's position as a cosmetic brand that understands the local market, while also being able to compete with products from international brands that still dominate the market.

To ensure that their new lip liner product launch is successful, a local beauty brand approached Monica & Co Business Advisory to try to help them understand Indonesian consumer preferences regarding color, texture, product ingredients, and prices that align with their purchasing power. They also ask about go-to-market strategy for their new product.

To solve this issue, Monica & Co Business Advisory do some analysis, such as market analysis, consumer analysis, and competitor analysis. Market analysis provides beauty brands with an overview to understand the actual market conditions and what opportunities can be exploited as well as what challenges exist in the makeup market in Indonesia, especially lip liner. Customer analysis helps beauty brands to understand the target market in terms of behavior, preferences, purchasing power, decision-making factors, and the needs of Indonesian consumers related to lip liner products. Meanwhile, competitor analysis provides an overview regarding competitor products and their marketing strategy.

After doing some analysis, Monica & Co Business Advisory gave the beauty brand some go-to-market strategy for their new lip liner product launch. First strategy is conveying messages that are aligned with their target market. Beauty brands can use the images 'IT GIRL MAKEUP' & 'RICH BADDIE VIBES' as personas representing the brand and product. They can illustrate that they are a brand that prioritizes how makeup serves as a companion for young girls to express themselves, supporting them to always be confident and capable of achieving what they want. They also can use social media such as Instagram and Tiktok to create campaign content that align with messages that they want to deliver use #SexyGirlsGetWhatTheyWant.

Second strategy that Monica & Co Business Advisory recommends is to launch new products through three phases which are pre-launch, launch, and post-launch in order to gain more attention from potential customers. For pre-launch activity, beauty brands can create video teasers in their social media and collaborate with nano influencers. For launch activity, they can arrange live events in social media or marketplace focusing on a lip liner application demo by explaining the product's advantages and answering questions. Not only that, they also can provide a discount for buyers on the launch day (for example, 10-20% discount) to encourage the first purchase. Last but not least, beauty brands can create and upload launch videos in their social media.

Our Approach

After getting important insight regarding beauty market conditions and implementing some go-to-market strategy for their new lip liner product which Monica & Co Business Advisory recommended, the beauty brand successfully exceeded 15% of its sales target within the first week of the launch. This number is quite impressive for a new lip liner product that is produced by a local brand.

The Impact

*We take our clients' confidentiality seriously. While we've changed their names, the results are real*

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