L’Oréal, the global cosmetics giant, has consistently launched innovative products and implemented marketing campaigns that resonate with Indonesian consumers.
What’s the secret? Consumer Market Insight (CMI), revealed Adisti Bramanti, Country Consumer Market Insight Director of L’Oréal Indonesia. She shared the company’s strategies during a guest lecture at the SBM ITB, on Wednesday (4/12).
Adisti, a market research and consumer insight expert with 17 years of experience, emphasized the critical role of CMI in every business decision at L’Oréal Indonesia, especially in engaging Gen Z consumers, who are poised to dominate the population.
“CMI is about transforming data into actionable insights, not merely collecting it,” Adisti explained.
To understand its consumers comprehensively, L’Oréal Indonesia utilizes tools such as social listening, research studies, media shopping analyses, retail audits, buyer behavior assessments, and consumer perception evaluations.
“Understanding the Indonesian market is crucial,” Adisti stressed. “Indonesia is unique and vastly different from other global markets. Cultural and socio-economic factors significantly influence consumer behavior here.”
She elaborated that L’Oréal Indonesia analyzes demographics, lifestyle trends, and consumer preferences to develop effective marketing strategies.
“The pandemic has profoundly impacted consumer behavior,” Adisti noted. “Through CMI, we’ve observed shifts such as increased demand for skincare products and a surge in online purchases.”
In response, L’Oréal Indonesia has enhanced its online presence and actively promoted the concept of self-care at home.
Adisti also underscored the importance of understanding Gen Z, a generation with preferences distinct from their predecessors.
“To win Gen Z’s loyalty, brands must communicate in relevant ways, offering products tailored to their needs,” she concluded.
This guest lecture reflects SBM ITB’s commitment to bridging the gap between academia and industry, providing students with valuable insights into current marketing trends and challenges.
