Wardah’s Winning Marketing Strategy: Know the Key to Success

Wardah is one of Indonesia's beauty brands established in 1995 under PT Paragon Technology and Innovation (PT PTI). The excellent business development that Wardah have has attracted the curiosity of many who want to learn about its marketing strategies.

Curious about the secrets behind Wardah's successful marketing strategies? Read more in the article below!

Wardah's Marketing Strategy

There is no doubt that Wardah's success in the beauty industry is supported by its effective marketing strategies. Here are some of the marketing strategies that have been implemented by Wardah that you may learn from:

1. Slogan Changes

When it comes to branding, a slogan is a critical element to think about. A slogan is a short, catchy phrase that reflects the brand's identity and adds value.

Wardah has updated its slogan four times: from 1995 to 2008 with "Kosmetika Suci dan Aman" (Pure and Safe Cosmetics), "Inspiring Beauty" (2008-2018), "Feel the Beauty" (2019-2021), and the current one, "Beauty Moves You" (2021-present).

The "Beauty Moves You" slogan reflects the values of modesty, courage, and usefulness. Along with the change in slogan, Wardah also adjusted its marketing approach by featuring inspirational women as brand ambassadors.

2. Collaborating with Inspiring Influencers

Another of Wardah's marketing strategies is to work with inspiring influencers. In line with its tagline, Wardah specifically selects female brand ambassadors who are inspiring.

One of Wardah's brand ambassadors, Mesty Ariotedjo, was chosen for her strong social spirit, strong character, and inspirational qualities. This reflects Wardah's goal to inspire women who not only look beautiful but also have strong character, ambition, and compassion.

3. Mix 7P Marketing Strategy

The Wardah brand uses the mix 7P marketing strategy to maximize the sales potential of its products. This marketing strategy focuses on seven main components as Product, Price, Place, Promotion, Physical Evidence, People, and Process, as follows:

1. Product

The product is the first aspect of Wardah's marketing strategy. It encompasses all activities related to product creation. Wardah customizes its products to meet the needs of consumers.

Wardah takes care to select natural, high-quality, and halal ingredients for its makeup and skincare formulations while also taking into consideration different skin types and Asian climates.

For example, Wardah offers a range of foundation shades tailored to Asian skin tones, from cool tones to warm tones.

2. Price

Next, Wardah uses a diverse pricing strategy to target different market segments, from affordable to high-end premium products.

Here are examples of Wardah's skincare product pricing segmentation:

• Affordable Prices: For facial cleansers, toners, and moisturizers, with a price range of IDR20,000 to 100,000.

• Mid-Range Prices: For more specific skincare products like serums, essences, and night creams, with a price range of IDR100,000 to 250,000.

• Premium Prices: For products with specialized formulations and high technology, such as anti-aging or whitening skincare sets, with a price range of IDR250,000 to 500,000.

3. Place

The "Place" aspect indicates the locations targeted for Wardah brand sales. Currently, Wardah has opened outlets in almost all shopping malls. You can also find Wardah products in local grocery and convenience stores.

On the other hand, Wardah also sells its products online through various platforms such as its official website, Shopee, Tokopedia, TikTok Shop, Sociolla, and other online marketplaces.

4. Promotion

The next critical aspect is promotion. Wardah conducts promotions through digital media (television and social media) and print media (banners, brochures, catalogs). The brand also works with public figures as brand ambassadors to attract consumer attention.

In line with Wardah's "inspiring beauty" brand identity, promotions also include events to inspire Indonesian women, such as seminars, talk shows, and exchanges with inspirational women.

5. Physical Evidence

In the context of Wardah's marketing strategy, physical evidence refers to tangible forms that can be seen, touched, and experienced.

An example of physical evidence is the modern, elegant, and minimalist design of the product packaging. Wardah uses brand colors such as turquoise green and light blue to symbolize a natural and fresh identity.

6. People

The "People" aspect refers to the inspiring people associated with the brand. For example, Wardah recruits beauty experts and professionals to develop new innovative products that meet consumer needs.

7. Process

Finally, the "process" aspect includes the steps from when the consumer first learns about the brand to when he or she uses the products. For a cosmetics brand, this is critical to ensure consistent service.

Wardah implements production and distribution quality control processes, including product testing, certification, distribution management, and customer service to collect consumer feedback.

4. Wardah Brand Identity Marketing Concepts

Wardah's brand identity is based on four core concepts of beauty, each of which reflects the company's strategic approach to marketing. Here is a detailed explanation of Wardah's marketing strategy concepts:

1. Halal Beauty

Wardah is widely recognized in Indonesia as a pioneer in halal cosmetics, adhering to Islamic law by using halal-certified ingredients and implementing a halal assurance system for all its products.

2. Pure and Safe

Wardah is positioned as a natural, safe brand. This commitment can be seen in the use of safe natural ingredients like Rose Oil, Aloe Vera, Vitamin E, Hazelnut Extract, and other natural ingredients.

The sense of "safety" in Wardah's brand identity is reinforced by ensuring its products pass tests based on international dermatological standards.

3. Beauty Expert

The "Beauty Expert" concept emphasizes the brand's expertise and professionalism in the beauty industry. This can be seen in Wardah's qualified staff, use of the latest technology, scientific research, and high-level quality standards.

4. Inspiring Beauty

Lastly, the concept of "Inspiring Beauty" emphasizes that true beauty comes from within and includes self-confidence, kindness, and positive actions.

Wardah wants to convey the value that it is not only a beauty brand but also an inspiration for women to become the best version of themselves.

An effective marketing strategy is important to the long-term success and growth of a business. Effective strategy will increase brand awareness, attract new audiences, and drive sales.

Supporting aspects such as copywriting techniques, quality documentation, and engaging graphic and visual design are essential to maximize marketing strategies, especially for beauty brands.

If you need help perfecting your company's marketing strategy with compelling and professional visual design, consider working with VISUWISU!

Make your business stand out with stunning designs! Contact VISUWISU now for a free consultation!