Allure Lip and Cheek Clay

I. Executive Summary

Allure Lip and Cheek Clay will develop, manufacture and brand a product that
will give color to your lips and cheeks in many shades. The business is formed by
partnership form of business that would comply the demand of its customers and its
targeted market. The business will be sourcing regional wholesalers that would
acquire the produced products. The company will also work with several
manufacturing firms to coordinate the production of the products.

II. Product Overview

“Allure" means the power to attract or a quality that attracts people. Allure Lip
and Cheek Clay is a clay that is intended to add color and texture to the lips and
cheeks. It is not only a make up but also a skin care product because it moisturises the
lips and cheeks. The ingredients present in Allure Lip and Cheek Clay are glycerin
which serves as a moisturiser and it also keeps the lips healthy, coconut oil as a
moisturiser and also a primer, beetroot powder to give color to the product and is also
rich in antioxidant, and beeswax to bind the ingredients together.

III. Market Plan

A. Research and Analysis

Given its population of over 250 million and rising incomes, analysts predict that
Indonesia in the next 10 to 15 years will rise to the top ten markets in Asian markets
for cosmetics. Of this population, 12-15 percent are estimated to be in the middle-high
income range. These are people who can afford to buy imported products. These
high-end consumers are concentrated primarily in urban areas. For this group, quality,
trends and brand names play an important role in their personal choices.

Indonesia is also the world's most populous Muslim-majority country, as just over
87% of Indonesian declared Muslim on the 2010 census, 9.87% are Christians and the
rest are other religions.
 Indonesians nowadays are increasingly image and fashion conscious. Daily
make-up has become a basic need among working women. While women continue to
be the dominant consumers of cosmetic products, sales to the male market segment
are steadily increasing. The younger generation has also become regular users of
cosmetics and skin care products.

Men’s cosmetics and personal care are becoming popular and the potential is
large. Men’s personal grooming products have shown an increase in recent years, a
sign that this segment of the Indonesia cosmetics market is growing. Most men’s
cosmetics are sold in department stores and through multilevel marketing companies.

People in urban areas of Indonesia are the biggest consumers of cosmetic

products, while the rural population is showing higher interest in personal care
products. The Indonesian Government is prioritizing cosmetics as a focus of its
National Development Plan for Industry until 2019. The large Muslim population in
Indonesia is a huge potential market for halal beauty products. The majority of Halal
1
products are still offered by local manufacturers.

Indonesia has the 5th biggest Internet Population in the world with 90 million
Indonesians haveing smart phone with 415 million mobile subscriptions and 130
million active social media users.

Registration Process: With National Agency of Drug and Food Control (BPOM) may
take longer than expected. It range from around 6 months to 2 years.

Halal Certification: By October 2019 Cosmetics and skin care products need Halal
Certification from government body in Indonesia. This regulation is not confirm yet
but is already approved by government.

Intellectual Property (IP): Occasionally brands are already registered by others in

Indonesia. Our recommendation is to register your IP as soon as possible if you have
an interest with the market.
B. Strategy

The Allure Lip and Cheek Clay tends to focus on the needs and wants of
Indonesian people in accordance to the current trend. The business tries to become
productive and it also ensures sustainability of the business to its operation.
The target market of the business will be Muslims and Christian, and people who are
in the middle-high income including men and women in urban areas specifically,
Jakarta.

Promotion Strategy:
The business will market its product in E-commerce.
The business will also use artists or actors as brand ambassador.
The business will also use social Media and social media influencers to promote its
product.

IV. Bibliography

http://www.stylecraze.com/articles/amazing-benefits-of-using-glycerin-on-your-lips/#
gref
http://www.teenvogue.com/story/beauty-uses-for-coconut-oil
http://www.organic-beauty--recipes.com/how-to-make-pink-lip-glossy-with-beetroot/
http://www.naturalbeautyworkshop.com
http://export.gov/industry/health/index.asp
http://www.austrade.gov.au/BeautyWebinars