New Study Analyzes the Success of Wardah Cosmetics in Indonesia and Offers Recommendations for Personal Care Brands


Published on : Nov 16, 2018

Albany, New York, November 16, 2018: A new research study profiling the success of Wardah Cosmetics has been added to the repository of Market Research Hub (MRH). The report titled, “Success Case Study: Wardah Cosmetics - Capitalizing on growing demand for Halal cosmetics as a religious requirement and lifestyle choice” offers in-depth insights on the success case study of Wardah Cosmetics. 

The case study offers in-depth information on the key motivations and inspirations of consumers while choosing a personal care brand. The study tracks the success of Wardah Cosmetics, a brand owned by PT Paragon Technology in Indonesia. The religious obligations of women in Indonesia have been taken care of the brand while manufacturing its products, as it focuses on maintaining Halal standards in its production. The success of Wardah Cosmetics has made it one of the leading cosmetics brands in Indonesia.

According to the study, although a lot of companies claim to sell Halal products, ambiguity about the origin of the product, combined with presence of dubious companies in the market have meant that Halal-certification is a must. Wardah Cosmetics is a Halal-certified company, and it uses this as a key selling point in the market.

The research study also finds that Wardah Cosmetics has adopted multi-pronged approach towards marketing and advertising to cement its place among Indonesian consumers. In addition to commercials on TV, the brand is also focusing on tying up with influencers. Influencer marketing is growing in Indonesia, and the company is tying up with designers and film stars to boost its image among the key consumers.

Use of online media is also a part of Wardah’s marketing strategy, and according to the study, the surging popularity of the brand has been leveraged by the company. The company has targeted women who wear hijab as well as those who do not, and has kept its product portfolio a mix of both premium and affordable. The high popularity of Wardah products in Indonesia has also led to a surge in appeal for products in Bangladesh and Malaysia.

According to the study, the popularity and success of Wardah Cosmetics in Indonesia is an example and offers key takeaways that other personal care brands can adopt in their product and marketing mix. The information given in the study can also be leveraged by other brands and they can use it to reduce their chances of failure.

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