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“International Beauty! 3 Local Cosmetics Brands and their Korean BA!”

“International Beauty! 3 Local Cosmetics Brands and their Korean BA!”

“International Beauty! 3 Local Cosmetics Brands and their Korean BA!”


The Korean Wave has impacted Indonesia like no other. The Korean cultural influence has influenced numerous sectors, ranging from fashion, food, beverages, etc. One of the more notable industries being impacted is the country’s cosmetics sector. According to the Korean Foundation for International Cultural Exchange (KOFICE), Indonesia sits at fourth place in the global rankings in regard to the number of people impacted by this wave. This has impacted many consumer and business decisions regarding user preference, beliefs, and character. With that in mind, many local brands pursued Korean models and artists in the hopes of spiking their brand’s success and branding success in the market. Let’s take a look at the three cosmetic and beauty brands, and the story behind their collaboration with respective brand ambassadors.


1.Everwhite x Kim Seon Ho

Everwhite became the first local beauty and cosmetics company in Indonesia to ever include a Korean actor/model as their Brand Ambassador. This Korean actor was on the rise due to one of the most hyped-up K-Drama Series in 2021, Start-Up. Everwhite’s choice to utilize Kim Seon Ho was for education purposes regarding self-confidence on how you look and your skin type. Kim Seon Ho’s character during the series portrays a very confident, high-value man. Everwhite’s strategy was so that consumers who buy and use their product would be provided with the same effects and impact as the Korean actor himself.


2.Somethinc x NCT Dream

Somethinc is one of the biggest local beauty and cosmetic brands in the country. In 2020, they were included in the top 50 brands of all categories in Indonesia. This beauty brand utilizes one of the biggest Korean Boy Bands in the world, NCT Dream. Somethinc’s utilization of this particular KoL would like to highlight the capability of their product, especially in removing acne and bad skin. In this collaboration, this local beauty company utilizes the Indonesian women’s hype toward Korean Boy Bands. One of their marketing campaigns with them was dressing members of the NCT Dream team in white and grey school uniforms, a signature of the Indonesian high school uniform colors. Their strategy to appeal to the younger audiences, especially high school girls proves wonders, as this collaboration made their product sold out during the first batch of the pre-order period.


3.Whitelab x Sehun XO

Another brilliant marketing and partnership strategy was conducted by one of the top local cosmetic and beauty brands, Whitelab. They have won 5 well-distinguished awards on 3 separate occasions, which are the Tokopedia Beauty Awards 2021, Line Today Choice 2021, and Female Daily Best of Beauty Awards 2021. This collaboration alongside one of the top Korean artists, Sehun from EXO, was one for the ages. It was named the most powerful celebrity group by Korean Forbes, and the EXO Indonesian fanbase community is one of the top fanbases in the country. With the majority of the artists away for military duties, Whitelab would like to bring back the spark of the Indonesian K-Pop Community towards this collaboration.

Business 2 months ago • 3 min read

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