NEWS & EVENT

It’s undeniable that the change in customer behavior especially from Gen Z and Alpha has become a significant improvement in the beauty sector, nationally and globally. Realizing it, on May 9 Martha Tilaar Group through its subsidiary PT Cedefindo held an event The Future Beauty Talks: The Evolving Mega-Trend of Beauty Industry to share some insights with all the attendees. Not alone, PT Cedefindo was in collaboration with Venas Consulting, a beauty business development consulting firm as a partner.

The Future Beauty Talks was held at CGV FX Sudirman and presented four competent speakers in the industry, they are Kilala Tilaar (CEO Martha Tilaar Group) who talk about Beauty Industry Global Highlight and Color Trend 2024, Affi Assegaf (co-Founder Venas Consulting) and her team who presents the latest beauty trend update in The Beauty Insight: 4 Key Trend, Riana (Regional Marketing Personal Care & Home Care Southeast Asia PT Clariant Indonesia) who presents Trending Ingredients Showcase, and the representative of Martha Tilaar Innovation Centre, Fransiska Devi Junardy, who presents the Understanding Ingredients Efficacy.

To start the event, Kilala stated that Gen Z is identical to a technology-literate generation, they are creative, open-minded about social differences, and concerned about social and environmental issues. These factors then influence their habit in shopping behavior, including their preference in choosing beauty products. Gen Z is a generation that will give extra attention to how a product is made, its ingredients, and its impact on the environment. This behavior is followed by their willingness to spend more cost to buy an eco-friendly product. 

“There are four idealisms held by Gen Z, which are healthy, mindful beauty, natural and sustainable, and inclusivity. These points pursed into two, healthy mind and body. As a result, the mandatory products that need to be produced are products that prioritized relaxation both for mind and body, but still hold into sustainability value,” said Kilala.

Not only to share so many insightful global beauty trend updates, but the event also conducted a beauty exhibition for cosmetics and skin care which was produced by PT Cedefindo using extract ingredients made from a collaboration with PT Clariant Indonesia. Through this event, Kilala Tilaar hopes PT Cedefindo and all entrepreneurs in the beauty industry can synergize with each other, so that in the future Indonesia can be one of the Asia countries known for its great beauty industry like South Korea, Japan, and China.