Setting the Scene
Service Provided: Brand Direction and Product Iteration
Alchemy is a local skincare brand that emphasizes skinimalism. With its “intuitive beauty” slogan, it aims to offer products that the skin truly needs. Alchemy was born out of our dream to create products that are simple to use, yet well-formulated, well-balanced, and packed with advanced ingredients—all at a friendlier price point. By offering advanced ingredients in their products, Alchemy seeks to simplify skincare routines, especially for those who can’t spend a lot of time on their self-care.
The Challenge
Before becoming the well-known brand it is today, Alchemy consulted with us to help steer its brand to become top of mind for consumers. The owner of Alchemy was driven by the frustration of not finding skincare with advanced ingredients specifically targeted toward young consumers. Alchemy wanted to be a trendy brand, offering high-potency ingredients with effective results, while simultaneously avoiding the trend of using popular ingredients that many other brands were adopting. To address this, Venas developed a strategy based on comprehensive research, providing brand direction on the most appropriate steps for Alchemy to take.
The Strategy
- Consumer survey
- FGD
- In-Depth Interview
- Desk Research
- Brand Benchmarking
- Positioning Identifications
- Experts opinion and suggestions
Our Findings
- Trend Research
To discover how Alchemy could take advantage of market gaps, the Venas team conducted desk research on trending ingredients in the Indonesian market. Through this research, we found that currently:
- Shift in Skincare Routine
The basic skincare routine, which originally consisted of cleanser, toner, moisturizer, and sunscreen, has shifted to cleanser, serum, moisturizer, and sunscreen. From our in-depth interviews, we predicted a trend where consumers will increasingly rely more on serums to address their skin concerns.
- Utilizing Simplified Skincare Habit as Opportunity
Following the shift in skincare routine, we identified a potential to simplify products by making their contents more efficient. One way to achieve this is by creating an all-in-one serum that contains powerful ingredients to address specific skin concerns.
- Product Trend
In our findings, we identified that products with claims of brightening and anti-aging are two types of products that have high consumer interest.
Results
Building on the insights uncovered by Venas, Alchemy subsequently released products such as vitamin C (brightening) and hydrating serums, following market trends. However, the serum also has anti-aging benefits, making it stand out from the competition. Alchemy prioritized high-potency and active ingredients that deliver benefits aligned with each serum’s claims (brightening and hydrating), while simultaneously focusing on maintaining skin elasticity and stimulating collagen production. This makes their serums quite all-in-one, offering consumers a solution to streamline their skincare routine.
For that, the ingredients which Alchemy uses in their serums are:
Anti aging:
- 15 Amino Acids + Peptide Mix
- Trehalose + Panthenol + Acetyl Glucosamine
- Hyalu 11 Complex + Ectoin + 4xCeramides
- Jeju Bee Propolis + Snow Fungus + Lactobacillus Ferment
Brightening serum:
- 10% Vitamin C + Peptide
- Ferulic Acid + Resveratrol + CoQ10
- Hyalu 11 Complex + Ectoin
- Kakadu Plum + Seaberry + Tangerine
These unique and potent ingredients have made these products popular among buyers. To date, Alchemy has attracted over 2,000 customers across two platforms (Shopee and Tokopedia).
Conclusions
In conclusion, Alchemy’s success in the skincare market can be attributed to its deep understanding of market trends and the evolving needs of young consumers. By working closely with Venas, the brand was able to craft a strong brand direction, focusing on high-potency, active ingredients that deliver real benefits while simplifying the skincare routine.
Our Insights Can Power Your Brand’s Strategy!
With years of experience in the beauty industry, our consultants at Venas Consulting are experts at navigating the complexities of the ever-evolving beauty market. We pride ourselves on providing insightful, strategic guidance tailored to your brand’s unique needs, ensuring that your next steps are not only strategic and effective but also aligned with your long-term vision.
- We will choose the right methodology to achieve your objectives
- We will deliver your project at a high quality level.
- The results you receive at the end will be used to advance your business.
Whether you’re looking to expand your market reach, refine your brand identity, or optimize your products R&D, we’re here to support your journey. Let’s work together to expand your opportunities and achieve your brand’s full potential.
Contact us further to learn how we can help you succeed in the competitive be