Who does not know Wardah? An Indonesian beauty brand that pioneered the Halal cosmetics brand in this country that was founded by Nurhayati Subakat has been around since 1995 under PT Paragon Technology and Innovation.
Beauty Moves You! Wardah said, let’s check on how they are able to move along in the country’s beauty industry by looking through some of their marketing strategies.
1. Halal Certified Beauty Brand
Seeing that Indonesia has a major muslim population, Wardah succeeded in pulling lots of customers. This sure gives advantages to the brand because of the gain that they obtain. On the other hand, Wardah also eases the muslim consumers to have access to Halal cosmetic products.
2. Affordable Price Level
Wardah has an affordable price level on their products. This makes consumers from various economic backgrounds able to enjoy their products. So that much more people could try the goodness of Wardah’s cosmetics.
3. Female Public Figures as Their Models
Having popular female public figures as their campaign models and to promote their brand is such a good idea. People who are a fan of the models could be attracted to buy Wardah’s product. The diversity of the public figures, such as their ethnicity and professions also shows that beauty is in everyone. So this reaches a bigger range of consumers that could possibly try their products and even be a loyal customer of Wardah.
4. Innovative
To keep on maintaining it’s leading position in the middle of thousands of new beauty products and brands, Wardah keeps innovating in their products. Not only maintaining on creating new products that aligns with the needs of their consumers, but also with the beauty trends out there.
These are a few marketing strategies of Wardah that maintain their foremost position in Indonesia’s beauty brands. Have you tried their products?
Written By: Deafanesa A.P, Management 2023, Public Relations The 18th IMOTION
