Uncover the Marketing Strategy of Skintific in Indonesia

DOI

10.2991/978-2-38476-132-6_34How to use a DOI?

Keywords

Digital Marketing; Social Commerce; Influencers; Affiliates; Key Opinion Leaders; Live Streamers; Consumers Intentions

Abstract

As a new skin care brand in Indonesia’s beauty market, Skintific has stolen the attention of many Indonesian consumers. This situation attracts our interest to find out more about the marketing strategy implemented by Skintific to analyze them scientifically. We conduct an interview to one of Skintific Brand Marketing Specialist Staff, distribute a simple questionnaire, solicit secondary data, and analyze all information based on collected literatures. We found that Skintific's success in the Indonesian beauty and care market within 1.5 years is supported by the main digital marketing strategy chosen, namely by leveraging the popularity of TikTok as social commerce. Skintific does not only work with beauty influencers, such as Tasya Farasya, but also engages with many affiliates and Key Opinion Leaders (KOLs) to increase consumers intentions to purchase. In addition, the use of the Live Streaming feature is able to attract buyers because Live Streamers can directly demonstrate the use of Skintific products in real-time. The use of TikTok as social commerce plays a role in significantly increasing Skintific's sales only through online sales with an average value of 100 billion rupiah per month. Through this strategy, Skintific gained some awards in its first year in Indonesia. Therefore, it can be concluded that Skintific has succeeded in utilizing social commerce as its digital marketing strategy.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Risca Fleureta Hudiyono
AU  - Syafira Ismail
PY  - 2023
DA  - 2023/10/31
TI  - Uncover the Marketing Strategy of Skintific in Indonesia
BT  - Proceedings of the 6th International Conference on Vocational Education Applied Science and Technology (ICVEAST 2023)
PB  - Atlantis Press
SP  - 381
EP  - 400
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-132-6_34
DO  - 10.2991/978-2-38476-132-6_34
ID  - Hudiyono2023
ER  -