NEWS & EVENT
Launching Mist You So Eau de Parfum Perempuan x Belia Creative Collaboration of Two Local Companies
Jakarta (16/12) – Two big brands with more than 50 years of experience
have officially collaborated to launch a fragrance product, Mist You So
Eau de Parfum, with the label Girl X Belia. PT Prana Dinamika Sejahtera,
which houses GADIS, and Martha Tilaar Group as the producer of Belia
have agreed to collaborate to produce fragrance products for teenagers.
Rubinni
Kartohadiprodjo, the CEO of PT Prana Dinamika Sejahtera (PDS) and Dr.
Kilala Tilaar, the CEO of Martha Tilaar Group (MTG) are two old friends
who are successful in their respective fields. PDS is a company
operating in the content-based media industry, while MTG is a leading
beauty company in Indonesia which has been established since 1970. This
year, the two friends 'reunited', exchanged ideas, and got creative in
creating an eau de parfum product aimed at especially for teenagers.
Choosing
a perfume product is not without reason. This year, perfume has become
the most sought after beauty product by Indonesian people. In a report
entitled Beauty Consumer Behavior and Trend Report which was released
last August by Insight Factory by SOCO, perfume was the most popular
beauty product category throughout 2023 by Gen Z and Millennials, two
age groups that now dominate the beauty industry market.
This
can be seen from the increase in perfume sales which reached 304% among
Gen Z, and 160% among Millennials. Apart from that, searches for perfume
keywords in the Sociolla beauty application have also increased from
2022, namely by 102% in 2023. The market research company Compas report
also states that perfume and fragrances are one of the beauty care
product categories that many consumers buy e-commerce in Indonesia.
Mist
You So Eau de Parfum GADIS X Belia itself is inspired by the spirit of
women's empowerment which is always closely linked to PDS and MTG. This
perfume exists as a symbol of confidence and strength of young
Indonesian women, combining skills and values ??that have been known and
trusted by various generations. Designed with a soft but still
attractive touch, GADIS X Belia perfume is suitable to accompany all
teenagers' activities. “We understand that the younger generation is a
dynamic generation and has unique preferences. Through this
collaboration, we hope to be able to present products that are not only
of high quality but also suit their personality and lifestyle," said Dr.
Kilala Tilaar.
Coming in a small packaging with a cute and
adorable design, the Girl x Belia eau de parfum is available in three
light and refreshing aromas, namely Vibrant Breeze, Twinkling Sky, and
Summer Breeze.
The Vibrant Breeze has Orange, Cinnamon, and
Peach as the Top Notes. The Heart Notes are Lily of the Valley and
Clove, while the Base Notes are Amber and Vanilla. The Top Notes for
Twinkling Sky are Strawberry and Red Fruits. The Heart Notes are Lily of
the Valley, Mugane and Rose, while the Base Notes are Musky and
Sandalwood. Meanwhile, for the Summer Bliss variant, the Top Notes are
Pink Pepper, Blackcurrant and Apricot. The Heart Notes are Orange
Blossom, Cyclamen and Violet Flower, while the Base Notes are Musky,
Sandalwood and Cashmere Wood.
Rubinni Kartohadiprodjo hopes
that GADIS X Belia perfume can serve as a symbol of confidence and
strength for young Indonesian women. "We officially launched this
product at the 2024 Cover Girl event with the hope that this perfume can
become a friend who accompanies young women who have many activities to
be braver in living their passions, realizing the things they like, and
spreading positivity."
Dr. Kilala Tilaar added, "With the
experience we have, we hope that this product can be the start of
further cooperation and collaboration which we hope can inspire other
local brands to embrace and work together."