This document discusses the development of a skin care product in Indonesia called Sariayu Putih Langsat. It provides background on the product, noting that eastern skin is different than western skin and required a whitening product suitable for eastern people that lightened without changing skin character. The product concept of Putih Langsat, meaning white langsat fruit, was developed to establish a new whitening concept for Indonesian/eastern skin that differentiated from existing western-focused whitening products. The document explores using local wisdom and natural ingredients to develop skin care tailored to the unique characteristics of Indonesian consumers.

1. Presented
by
Samuel
E.
Pranata
Crea%ng
a
Great
Marke.ng
Director,
Skin
Care
Product
Martha
Tilaar
Group
(MTG)
in
Indonesia
Blending
Global
Best
Prac%ce
with
Unique
Local
Wisdom
12th
Asia
Surfactants
Personal
&
Home
Care
Markets
Hilton
Shanghai,
September
2012
The
Martha
Tilaar
Group
Experience

2. Indonesia:
The
Great
Skin
Care
Market
The
Martha
Tilaar
Group
Experience

3. Indonesia
is
an
archipelago
with
30.000
plant
species
and
300
ethnici5es,
as
well
as
has
more
than
17.000
islands
and
about
400
volcanoes
There
are
a
lot
of
mountain
water
springs,
hot
springs
and
mineral
water
springs
BIODIVERSITY
&
CULTURAL
RICHNESS

4. $4500
Exci5ng
Performance...
$3000
$2000
Economic
$1000
GDP
percapita,
1986-­‐2014
Crisis
86 87 88 89 90 91 92 93 94 95 96 97 98 99 '01 '02 '03 '04 '05 '06 '07 '08 '09 10 11 12 13 14
Accelerated
growth
aYer
reaching
Same
paXern
the
$3000
per
capita
GDP
level

5. The
7th
Biggest
Economy
in
2050...
#22
#7

6. Middle
class
has
become
majority
popula5on
with
131
million,
Exci5ng
Performance...
million
per
annum
growing
7
25%
56.5%
1999
2010
Source:
WorldBank,
BPS
Source:
Nielsen

7. Jakarta:
The
city
with
68
(+14)
malls
The
biggest
number
in
the
world

8. As
the
economy
and
middle
class
are
growing,
looking
good
is
also
a
trend
YTD
Growth*
14%
Higher
than
food
*Nielsen,
2011

9. Beauty
&
Personal
Care
Industry
 Total
market
size
U$
3
billion
 Predicted
cosme%c
product
in
2012
will
grow
16.9%.
Average
growth
of
cosme%c
in
Indonesia
around
13-­‐
15%
a
year
 Skin
care
category
contributes
30%
of
the
market
 Back
to
nature
concept
drives
the
product
with
natural
ingredients
 The
trend
of
metrosexuality
starts
to
grow

10. Skin
Care
Market
in
Indonesia
 Total
Market
Size
U$
950
million
 Prominent
skin
care
products
are
s%ll
whitening
and
an%
aging
categories
 Big
players
are
Unilever,
P&G,
L'Oreal,
and
local
company
such
as
Martha
Tilaar
Group

11. Martha
Tilaar
Group
Unique
Approach
and
Strategy
The
Martha
Tilaar
Group
Experience

12. Martha
Tilaar
Group:
At
Glance
 Established
in
1970
 The
largest
local
beauty
companies
in
Indonesia
 Integrated
opera%ons
from:
organic
planta%on,
manufacturing,
distribu%on,
retail
shop,
salon
&
spa
chain
and
beauty
school
 Produce
10
brands
consis%ng
of
skin
care,
color
cosme%cs,
hair
care,
body
care
and
herbal
products

13. Umbrella
Brand
Values
1.
Holis%c
Eastern
Beauty*
2.
Sustainable
Nature
3.
Exo%c
Innova%on
4.
Women
Inspira%on
5.
Responsible
Ci%zenship
*Rupasampat
wahyabiantara:
inner
&
outer
beauty

14. Flower
Palmyra
Palm
Rupasampat
Wahyabiantara
The
Total
Beauty
Concept
zither
The
concept
of
Rupasampat
Wahyabiantara
was
explored
from
the
myths,
ancient
history,
folklore
and
tasbih
understanding
of
the
Wahyang
philosophy.
Beauty
is
a
reflec%on
of
the
harmony
of
both
inner
and
outer
and
also
among
mind,
lotus
body,
and
soul.

15. Product
Development
Principles
“Local
Wisdom
Go
Global”
 Natural
Ingredients
 Indigenous
Knowledge
&
Recipes
 Based
on
the
Cycle
of
Life
 Holis5c
(Inner
&
Outer)
Approach
for
Op%mum
Result
 Scien5fic
Approach
&
Technology
Implementa%on
 Efficacy
Proven
 Environmental
Friendly

16. Four
generic
Strategies
to
Beat
the
Giant
Local
Challenger
Na5onal
Champion
Ownership
of
Local
Advantages
High
Selec%vely
aiack
Beat
the
giant
through
the
giant’s
weaknesses
local
differen5a5on
Die-­‐Hard
Flanker
Global
Chaser
Low
Flank
and
create
Strive
to
achieve
their
own
pond
global
best
prac%ces
Low
High
Capability
to
Catch-­‐up
Global
Fron5er
(Financial,
Technology,
Management,
etc.)

17. The
Sariayu
Pu.h
Langsat
Story
Glocaliza.on
MaTers
The
Martha
Tilaar
Group
Experience

18. Sariayu
Pu%h
Langsat
A
Case
Study

19. Indonesian Whitening
……………

20. Like Victoria ?

21. Like Jolie with Sexy Lips?

22. Flawless skin as Zi Yi?

23. Sariayu
Pu%h
Langsat
Background
 Skin
of
eastern
people
(incl.
Indonesia)
is
different
from
western
people

Need
a
whitening
product
that
suitable
for
eastern
people.
Light
and
bright
without
changing
skin
character
 Come
into
Pu%h
Langsat
Concept;
Pu5h
means
white,
Langsat
is
fruit
as
an
iden%ty
or
character
of
Indonesian
skin

24. Sariayu
Pu%h
Langsat
Background
 Pu%h
langsat
is
the
lightening
concept
that
is
developed
met
to
Indonesian
skin
(eastern
whitening
concept)

Establish
new
whitening
concept
to
differen%ate
from
the
exis%ng
one
by
using
natural
ingredient
“Langsat”
(Lansium
domes.cum)

Using
cultural
approach
that
is
approved
by
ethno
pharmacology,
in
vitro
and
clinical
study

25. Etno
pharmacology
Study
 Ethnicity
of
Dayak,
in
province
of
Kalimantan
(South
&
Middle),
culturally
and
historically
used
“Bedak
Dingin”
(cooling
powder)
 They
used
bedak
dingin
everyday
to
keep
their
skin
health
and
beauty
 Their
skin
looked
light
and
bright
that
was
different
from
other
ethnici%es
 Bedak
dingin
(cooling
powder)
contains
Langsat
fruit
(Lansium
domes.cum)

26. In
Vitro
Study
Sample
Concentra5on
DPPH
Scavenging
Inhibi5on
Rate
(%)
Ac5vity
(%)
against
Tyrosinase
ac5vity
(%)
Lansium
2
33.9
30.4
Phylanthus
2
78.6
34.1
Lansium
+
2
92.4
30.8
Phylanthus
 Langsat
(Lansium)
can
inhibit
melanin
synthesis

Langsat
extract
has
an%oxidant
ac%vity
 Combina%on
of
langsat
(lansium)
and
phylantus
has
higher
an%xodant
ac%vity
compared
to
a
single
plant

27. Clinical
Study
Clinical
Study
Sariayu
Pu5h
Langsat
Moisturizer
Sariayu
Moisturizer
&
Lightening
Skin
Pu%h
Langsat
Moisturizer
Skin
Moisturizing
&
Lightening
Clinical
Test
Result:
-­‐
79%
subjects
showed
improvement
in
skin
moisturizing
ater
2
hours
-­‐
75%
subjects
showed
improvement
in
skin
lightening
ater
2
weeks
- 83%
subjects
showed
improvement
in
skin
lightening
ater
4
weeks
*
Improvement
toward
base
line
(unit)
*
*
*
=
sta%s%cally
significant
at
p
<
0.05

28. Clinical
Study
Patent
Sariayu
Pu5h
Langsat
Moisturizer
Gain
Patent
of
new
efficacy
Lightening
Skin
Moisturizer
&
of
Indonesian
plants

29. Clinical
Study
Publica%ons/Seminars
Sariayu
Pu5h
Langsat
Moisturizer
The
research
has
b&
Lightening
Skin
Moisturizer
een
presented
in
many
scien%fic
seminars
and
conferences

30. Clinical
Study
Sales
Performance
Sariayu
Pu5h
Langsat
Moisturizer
Skin
Moisturizer
&
Lightening
Launched
in
2007,
Sariayu
Pu%h
Langsat
has
experienced
a
robust
growth

31. Develop
Natural concept Technology
products