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Personalization Trend is Key for Local Brand Sensatia | Tempo (ID) (Translated from Indonesian: Tren Personalisasi Skincare Jadi Kunci Utama Brand Lokal Sensatia | Tempo (ID))

From Tempo · () Indonesian

Translated from Indonesian, summarized and contextualized by DistantNews.

At a glance

In-depth Sources not specified Context piece
  • The Indonesian beauty industry is shifting towards personalized skincare, with consumers understanding their specific skin needs.
  • Bali-based brand Sensatia focuses on tailored product development, using different hero ingredients for various skin concerns like dryness or acne.
  • Sensatia emphasizes skin consultations in-store and leverages technological advancements to innovate natural formulations, including personalized scents.

The Indonesian skincare and beauty industry is undergoing a significant transformation, moving beyond viral ingredients to a more personalized approach. Consumers are increasingly educated about their own skin requirements, seeking solutions tailored to their unique needs.

If hero ingredients, we always adjust them to the purpose of the product we want to create. So we don't use one ingredient for all products.

— Kunti Puspita SariSales & Marketing Manager of Sensatia, explaining the brand's approach to ingredient selection.

Bali-based brand Sensatia has embraced this trend, making personalization a core strategy in its product development. According to Sales & Marketing Manager Kunti Puspita Sari, the brand carefully selects hero ingredients based on the specific goals of each product, rather than applying a one-size-fits-all approach. For instance, their range for dry skin utilizes neroli, while products for acne-prone skin feature tea tree, and brightening lines incorporate different active ingredient combinations.

We focus more on skin concerns. So not all ingredients are combined in one product.

— Kunti Puspita SariFurther elaborating on Sensatia's tailored product strategy.

This focus on individual "skin concerns" reflects a broader industry shift away from the "one product fits all" concept. Sensatia's approach ensures that each product line addresses specific issues, such as dryness, acne, or brightening, with carefully chosen natural ingredients. The brand recently launched a Lip Balm Collection with three variants: Ginger Snap, Minty Mocha, and Orange Blossom.

We are usually helped by shop assistant teams to provide skin consultations so customers can choose the right products.

— Kunti Puspita SariDescribing the in-store consultation process for customers.

Sensatia also prioritizes customer education, offering in-store skin consultations to help clients identify their needs before purchasing. This approach is crucial as consumer awareness grows regarding conditions like compromised skin barriers, sensitive skin, and acne. While championing natural ingredients, Sensatia acknowledges the importance of technological innovation. Advancements allow for more stable formulations of natural ingredients, improved user experience, and even the personalization of scents, which is emerging as a new trend.

Technology is now more advanced, so we can continue to innovate.

— Kunti Puspita SariHighlighting the role of technology in the brand's innovation.
DistantNews Editorial

Originally published by Tempo in Indonesian. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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