"Dream – The Indonesian Cosmetics Companies and Associations Gathering (PPA Kosmetika Indonesia) released data on the growth of the beauty industry in Indonesia reaching 21.9% in 2023. This indicates that the trend of makeup and skincare usage in the country is very active, as the data shows an increase from 2022, rising from 913 beauty companies to 1,010. This growth is also evident from the many local brands emerging with creative strategies on digital platforms, including TikTok."

"No need to be lengthy and verbose, for those of you who want to imitate it, create consistent short video content. Compared to long video content or photo collections, video content will be more appealing for the beauty product market. For example, Wardah often creates and shares tips and tutorials on skincare and beauty products that suit facial conditions with a simple delivery style and attractive visuals."

During the 12.12 Buy Local campaign, Emina continuously promoted various promotions on the TikTok platform well in advance of the campaign. The promotions offered were diverse, ranging from discounts on various products to 25% off for sun battle, light mask, lip serum, bright stuff. In addition, Emina also presented the Twinpack Sun Battle 30 with a 23% discount, as well as the 100K get 6 skincare promotion, and other interesting promotions.

"Brands can start by choosing the right influencer to reach their audience. Then, brands can use gimmicks such as stickers, create quizzes or giveaways, or filters to make it more visually appealing. This strategy is also employed by the beauty brand Make Over, which keeps the audience engaged with the live content presented, as they look forward to the limited promotions."