Jakarta – The cosmetics industry in Indonesia is increasingly competitive with the entry of various products from China that offer affordable prices and a variety of choices.
Nevertheless, PT Mustika Ratu Tbk (MRAT) remains optimistic to maintain its position as a market leader while creating sustainable growth amid increasingly fierce competition.
President Director of PT Mustika Ratu Tbk (MRAT), Bingar Egidius Situmorang, revealed, “The cosmetics market in Indonesia is indeed increasingly competitive with the presence of various imported products, especially from China. However, we believe that Mustika Ratu has advantages that are not only relevant to the needs of consumers, but also reflect the value of Indonesia’s rich culture. Our products are based on the best natural ingredients from the archipelago, and this is our main strength to compete in the local and international markets.”
MRAT optimistic continues to grow amid the dominance of imported cosmetics
As a brand that has been established for almost five decades, Mustika Ratu continues to innovate to keep up with market dynamics.
“We understand that consumers today are not only looking for quality products, but also those that are safe and provide long-term health benefits. Therefore, we continue to develop our product formulations with high-quality natural ingredients that are safe to use. In addition, our products are manufactured to standards that meet international regulations so that they can compete at a global level,” Egidius said.
He also emphasized that the superiority of Mustika Ratu relies not only in its products, but also in the value it carries.
“By purchasing Mustika Ratu products, consumers not only get beauty solutions, but also contribute to the development of the local economy.
We work closely with local farmers to supply quality raw materials, and involve thousands of Indonesian workers in the production and distribution process.
This is a form of our commitment to support the national economy,” he said.
Egidius also highlighted the importance of building consumer awareness about local products. “One of the biggest challenges is how to change the mindset of consumers to appreciate local products more.
Building Consumer Awareness About Local Products
We believe that with the quality that we continue to improve, as well as efforts to educate the public about the importance of supporting Indonesian brands, Mustika Ratu will remain the top choice in the hearts of consumers,” he said.
In facing the challenges of Chinese cosmetic products, Egidius explained that Mustika Ratu’s marketing and branding strategy continues to be adjusted to the latest trends.
“We are adopting an aggressive digital approach, from social media optimization to e-commerce. In addition, we also work with influencers and public figures who can reach the millennial and Gen Z audience, which is the largest market share in the cosmetics industry today,” he explained.
He added ” We also focus on building customer loyalty with various exciting programs, such as thematic promotions, new product launches that match market trends, as well as exclusive events involving the community. All this is aimed at strengthening long-term relationships with our customers.”
In his closing statement, Egidius affirmed his confidence in the prospects of the local cosmetics industry. “We believe that the Indonesian cosmetics industry has great potential to continue to grow.
With a focus on innovation, quality and strengthening local brand identity, Mustika Ratu is ready to face any challenge and remains the pride of Indonesia. We want to show that local brands can compete with global brands, both in terms of quality and market appeal,” he concluded.***