Page 236 - MARSIUM'21 COMP OF PAPER

214 Geby Firstania Rolanda Rambe (2022)

■ 1.1 BACKGROUND OF STUDY

Since globalization's good progress, women's standards of beauty have grown highly variable. (“The Globalization of Beauty, 2022)
Because of this, the number of people who rely on cosmetics for their everyday requirements has grown dramatically. (David Thomas,
2018) Cosmetics enable people to be creative and develop their creativity in a variety of ways, including through the use of cosmetics for
beauty, character changes in films, and a range of other applications. Purchasing cosmetics is no longer difficult, as they can be acquired
online via e-commerce. The market was worth £13.5 billion in 2018, up more than 17% over the preceding five years, owing to growing
sales fueled primarily by Make Up Artists and women aged 18 to 40. Along with this rise, numerous cosmetic companies have attempted
to maintain market segmentation through the development of a stronger brand image. One of the cosmetic firm brands that is now selling
their brand image through the millennial generation is the Makeover brand, which is well-known among women, particularly in Indonesia.
The Makeover is an Indonesian brand that competes on a global scale as Indonesia's greatest export and has developed a thriving
cosmetics export business. The Make Over is an Indonesian brand that represents the country's cosmetics industry, which is currently
dominated by up to 95% of small and medium-sized businesses, with the remainder by huge corporations. Several of these small and
medium-sized businesses have successfully exported their products to other parts of the world, including the Asean area, Africa, and
the Middle East. Domestic cosmetic exports totaled US$556.36 million in 2018, an increase of US$516.88 million over the previous
year. (Rusli,2017). As a local cosmetic brand that has reached the international market, this indicates that the consumer's perception of
the Makeover brand is expanding as a result of the increasing value of globally recognised goods. This data implies that the image of
the Make Over product is also viewed as a factor in convincing many people to purchase it.
Numerous studies examining how domestic brands gain market share in the world class have a beneficial effect on the attention of
domestic customers' purchases, particularly for firms specialising in cosmetic products. As is the case with various Indonesian cosmetic
goods that have successfully reached the international market, namely Polka. (Kochhar and Ojha,2018), Mustika Ratu (Maulidia, 2022)
Bali Alus (Sansatisa Botanicals (Redict Notice,2012) dan Wardah. This further demonstrates how the value of brands that have
infiltrated
the worldwide market has increased consumers' buying intentions. Thus, as market segmentation increases, the brand image and the Make
Over product as a cosmetic product that penetrates the international market segmentation will continue to improve.
The practise of selling things carried out by Make Over has a lengthy history. Since 2016, Make over items has been developing its brand
image. PT. Paragon Technology and Innovation (PTI) was established in 1985 and was awarded GMP (Good Manufacturing Practices)
accreditation in 2006. The company boasts a sizable manufacturing capacity and innovative cosmetic compositions. Wardah, Make 4 Over,
Emina, Putri, IX, Vivre, Hair Addict, and Nuslik are among the largest cosmetic brands represented by this PTI firm. PTI has grown at an
annual rate of more than 80% for the last four years, with 50 operational zones and over 6000 employees worldwide. PTI has won numerous
honours, including the 2012 Makeover in Innovative CEO for the Country, the 2013 Women Health Choice Award, and the 2013 Economics
Challenges Award. PTI's latest product, Make Over, was launched in 2010 with the slogan "Beauty Beyond Rules." Additionally, PT PTI
made Make Over a household name among renowned makeup artists. Make Over is another popular cosmetic product among youthful clients
and Indonesian women.
Make Over cosmetics seek to create an impression that is completely unique to their customers, which is why the box is black. They
seek to convey the image of a luxurious product at an affordable price, because both the product and the price are luxurious. Consumers are
becoming more selective when it comes to acquiring an item that originated in the cosmetics industry. High-quality, authentic, and official
products will win consumers' trust and selection. Product quality at competitive prices that increase customer contentment is vital for
competitive success, as customers will eventually purchase the things given. Based on all of Make Over's accomplishments, the value of the
brand image it owns continues to grow. As a result, shoppers, particularly women in Indonesia, are frequently more interested in Make Over
items.

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