Wardah Beauty Products Soaring in Indonesia

The article I will  be using for my second blog post is “Top Ten beauty brands in Southeast Asia” written by Matthew Keegan, who is a freelance journalist based out of Hong Kong. This article explores how one of Indonesia’s beauty brands (Wardah) is excelling past top US brands like Dove, Nivea, etc, especially in Indonesia. Keegan goes on to explain in his article that Wardah in Southeast Asia overall is ranked the best beauty brand by overall score, and that this data was collected and created in partnership with Milieu Insight, which is a research firm in Singapore. Throughout his article, Keegan gives graphs and charts to help show this research. He also goes on to express how one reason Wardah is doing so well in these markets is because they are trying to cater to local markets and margins instead of a large group. Claiming Wardah targets the local Muslim market which is a very large group in Indonesia. Keegan also claims another reason for their success is that Wardah is also one of the first halal-certified cosmetic companies in Indonesia. Meaning that the products do not contain haram (any forbidden products,) and that everything the products are made with, comply with Islamic law. Then, Keegan also expressed that another reason for their success is that they offer much more affordable products than other leading brands like Vaseline, or Olay, and try to create a multitude of different skin tones for their customers. 

Now, moving into why this article was chosen, was because I found it interesting to see a company that is able to compete with huge name beauty companies like L’Oréal, Vaseline, and Sephora. And I also found this topic interesting because in class we had read about cosmetic surgeries in Malaysia, and also watched videos in class pertaining to skin care products. While learning in class about this, one thing I picked up on and we talked about was how many products in Southeast Asia that are used by women are a skin whitening product. But one thing I thought was interesting about this article, was that Keegan had discussed how Wardah was making their products for diverse skin tones, and did not mention at all if the products being purchased had contained whitening products in them. 

One thing I liked about this article was the graphs that were provided to help show how Wardah scored and ranked along other companies. And one thing that I had disliked about this article was that although Keegan had given graphs and other information regarding Wardah, he never showed an image of the brand or their actual products. 

 

Written by: Logan Chiles

 

Sources:

News Article: https://www.campaignasia.com/article/top-10-beauty-brands-in-southeast-asia/498066

Image: https://www.wardahbeauty.com/

Leave a Reply