Sheena Suparman (The Jakarta Post)
Fri, December 2, 2022
According to data collected by Statistics Indonesia (BPS), the cosmetics industry has grown by 9.61 percent since last year. The Food and Drug Monitoring Agency (BPOM) observed that companies under the beauty category had grown from 819 to 913, which is a 20.6 percent increase. Moreover, data found that by July 2022, as much as 83 percent was dominated by small and medium enterprises (SMEs).
E-commerce platforms in Indonesia have long been a champion for the micro, small and medium enterprise (MSME) industry, providing a platform for various businesses to grow across all sectors. The cosmetics industry is no different, as most brands have gotten their foot in the door by opening official stores online.
The Tokopedia 2022 Beauty Awards (TBA) was held to highlight the achievements of local beauty and skincare brands, most of which started to grow on the e-commerce platform. The voting-based system garnered the participation of over a hundred thousand votes last month, awarding 25 trophies to various brands.
“Tokopedia really appreciates the people who have voted for their local beauty and personal care brand of choice through the 2022 TBA. The results of the votes show that products from local beauty and personal care business activists are increasingly becoming people’s top choice,” said AVP of FMCG-Long Tail Tokopedia, Marina Anggraini.
AVP of FMCG-Long Tail Tokopedia, Marina Anggraini reiterated Tokopedia’s commitment to continuously support the growth of Indonesia’s cosmetic brands in her opening speech. (./.)
The awards were broken into five categories: skin care; body care; makeup and beauty tools; lip and eye makeup; and two of the most coveted awards of the night, Fastest Growing Brand and Best Newcomer. Winners were also selected based on several criteria, ranging from brand popularity on mainstream social media to the development of their products on the platform.
The winners will receive various benefits to support their business, including marketing capital in the form of TopAds advertising balances, as well as a 2022 TBA badge, which can increase buyer confidence, as well as training related to business management for the brands from industry experts.
Out of the 25 awards, Azarine, Kahf, Jacquelle and Somethinc led the pack by each winning two awards across the categories. The latter, which won Best Eye Care early in the night, also brought home the Fastest Growing Brand this year. Meanwhile, Kitschy Beauty snagged the Best Newcomer title.
Before the announcement, attendees were treated to a talk show between Tokopedia Category Development (Beauty and Personal Care) Senior Lead, Sherine Pranata and Dr. Kardiana Dewi SpKK FINSDV. Sherine encouraged more appreciation for local brands and Tokopedia’s commitment by giving them more exposure. She also added that there were more votes this year, compared with the previous rounds, which showed people’s added enthusiasm this year.
“One of the manifestations of Hyperlocal is the Kumpulan Toko Pilihan (KTP), a product curation page for the seller closest to the buyer’s location,” said Sherine, explaining one of the initiatives by Tokopedia in order for the brands to develop across the country. “There is also Dilayani Tokopedia, a fulfillment service that allows sellers, including beauty and personal care MSMEs, to leave their products in ‘smart warehouses’ in areas with high demand, so that people can get products from these sellers more quickly and efficiently.”
Dr. Kardiana in turn talked about the importance of skin care and beauty brands that work for different skin types, as well as the importance of skin protection. She commented that the COVID-19 pandemic has helped push the conversation of skin care and beauty brands forward, as everyone had to take their shopping online during lockdown.
“When they do things like this, it encourages local brands to do even better. Like when you get an award, you feel like you want to do something more, so it’s very good,” Dr. Kardiana said of the 2022 TBA. She later added, “The awards do so much more than they think.”
Tokopedia’s Beauty and Personal Care category has the highest level of sales these past few years. The platform recorded various interesting findings, especially in the Beauty and Personal Care category in the third quarter of 2022. They found that regions with the highest increase in the number of transactions are Pandeglang (Banten), Ciamis (West Java), Magelang (Central Java), Tuban (East Java) and Manado (North Sulawesi).
Furthermore, regions with the highest increase in the number of sellers include Bandar Lampung (Lampung), Garut (West Java), Magelang (Central Java), Denpasar (Bali) and Balikpapan (East Kalimantan). Whereas regions with the highest increase in the number of buyers are Muaro (West Sumatra), Jambi city (Jambi), Demak (Central Java), Alor (East Nusa Tenggara), Bantaeng (South Sulawesi) and Central Halmahera (North Maluku).