NEWS & EVENT
PT Cedefindo to Support the Revival of Indonesia Beauty Products
As the act of our government with the entrepreneur and the community to support Indonesia Proud-of-Indonesian-Product National Movement or also called Gernas BBI which campaign the spirit of loving, buying, and using local products, the enthusiasm of our society towards local brands, especially personal care, and beauty products, is getting higher each day.
According to the survey done by Katadata Insight Center (KIC) by the end of 2020, 82,3% of respondents chose to use local products because they feel proud of Indonesian local products, and 60,7% because of their affordable price. In recent years, the local beauty industry grows significantly. In the middle of the onslaught of foreign brands, Indonesian products succeed to show qualified and promising growth, competitive price, and good branding and marketing strategy.
Meanwhile, based on Nielsen research, in the first trimester of 2022, compared to other categories in fast moving consumer goods (FMCG) group, beauty products gives a great contribution to sales growth in e-commerce. Even in the e-post market alone, the growth is above 10%.
The beauty industry becomes one of the industries which has dynamic moving, especially since the COVID-19 pandemic. Indonesia is undergoing a fairly rapid change along with the improvement of consumer interest. This condition sure will be a promising potential market for society, especially for young people to become beautypreneurs, especially in the beauty and skincare field. Not to mention that the skincare and beauty products market are still very wide. E-commerce also will help the path to consumers easier.
Best-selling personal care and beauty products in the market are not only owned by big companies. The fact is the local brand or usually called an indie brand owned by influencers, artist, public figure, university students, or young entrepreneur also catch consumers’ attention. Therefore, the toll manufacturing company allows anyone to build their brand. Their dream and passion to be a beautypreneur who has their brand and products without the obligation to fulfill some regulations such as building a factory, creating formulas and ingredients, or taking care of production permits are now can be realized through toll manufacture service through resourcing sharing mechanism.
PT Cedefindo, a subsidiary of PT Martin Berto Tbk, is known as one of the production center or toll manufacturing companies that produce around 80% of indie brand circulation in the Indonesian market. Not only the indie brand, but some national and multinational companies are also producing their products at PT Cedefindo.
Experienced since 1981, PT Cedefindo is specialized in makeup, decorative, personal care, perfume, aerosol, and herbal production and packing. Acknowledge as Top 3 Contract Manufacturing in Indonesia, PT Cedefindo already has ISO 9001:2008, ISO 14001:2004, OHSAS 18001:2007, ISO GMP 22716, Halal Assurance System (HAS) Grade A, and implementing the Ethical Trading Initiative (ETI) base code and guarantee it through the SMETA audit. Supported by international standard manufacturing, the export production of PT Cedefindo is now has penetrated the Asia Pacific and Latin America.
Recently, PT Cedefindo won a manufacturing contract from a multinational company. Along with many indie brands created, PT Cedefindo score good business growth in the middle of 2022. Production output has increased 52% from 1.450 tons in the previous year to 2.160 tons in 2022. This production output incensement is caused by the amount of demand from multinational companies. As in unit also record a significant rise, around 145% from 78,6 million pieces in 2021 to 193,4 million pieces this 2022.
PT Cedefindo also succeeds to record profit growth of 220% due to sales growth, efficiency, and production improvement. Until December, sales are estimated to grow by 169% compares to December 2021. The SKU and principle also increase significantly, from 13.5% from 595 SKUs in December 2021 to 675 SKUs in June 2022. Meanwhile, the principle grew by 16.8% from 107 principles in December 2021 to 125 principles in June 2022.
With good performance and business growth, PT Cedefindo gives contribution to the growth of PT Martina Berto Tbk, as its parent company, and hopefully, PT Cedefindo will continuously support the growth of new local brands and young entrepreneurs in Indonesia.