Presenting Hybrid Skincare Innovation, Dorskin Successfully Achieves Order Increases of Up to 30x on Shopee Live

Kapanlagi.com - The beauty industry in the country certainly deserves high appreciation. If observed, many local brands are starting to grow and develop to capture the attention of beauty enthusiasts. In terms of quality, it is also not disappointing, as it can compete with foreign products. Among the many local products circulating, Dorskin has become one of the brands that is starting to attract attention.

Bringing a series of innovative skincare products with a hybrid skincare concept, Dorskin presents multifunctional solutions for skincare. The products can be used for various benefits, ranging from moisturizer, sleeping mask, to spot treatment for acne, all found in one product. So, there is no need to use too many products for skincare. This practicality is what attracts the attention of beauty enthusiasts, especially young people.

Not only offering competent product innovations, Dorskin also has a sales strategy by maximizing technology and online platforms such as Shopee along with its interactive features in Shopee Live and Shopee Video, which are key to its business journey.

Peeking at the Creative Figure Behind Dorskin

Through the ambition and perseverance of Theodora Icha, the figure behind Dorskin, she has seen great potential and opportunities in the Indonesian beauty business since sitting in college. With in-depth research into market trends and needs for over a year, 2021 witnessed the birth of Dorskin, which was directly introduced through an online sales strategy on Shopee.

Considering the pandemic hit at that time, the decision to sell online and then pivot to a new strategy in the realm of live streaming through Shopee Live and short videos, Shopee Video in 2022 became a timely move that opened up great opportunities. After a year of commitment to maximizing the interactive features of Shopee Live, Dorskin experienced a positive impact with an increase in orders by up to 30 times in the first half of 2024 compared to last year.

Theodora Icha, owner of Dorskin, expressed, "For me, the competition among local beauty brands can be considered a black ocean. In an increasingly competitive business landscape, we not only have to face the numerous emerging local brands but also various challenges that require innovative strategies to maximize the use of technology,"

She continued, "This is where the interactive shopping features from Shopee, such as Shopee Live, play a very effective marketing role to get closer to the younger generation. From only a two-hour live broadcast during the twin campaign, this year we successfully conducted Shopee Live 24/7 every day. It feels great to see the enthusiasm of Shopee users for our products, where Shopee Live has contributed more than 50% to Dorskin's total transaction revenue on Shopee during the first half of 2024."

For Dorskin, Shopee Live is not just a platform for real-time product marketing, but it has also helped Dorskin reach a wider customer base with more interactive product explanations, direct communication, answering questions, and even reading emerging beauty trends.

"Not only that, various features of Shopee Live, such as coin giveaways, special live vouchers, and Flash Sales during live sessions, become added advantages for selling here. Indirectly, it certainly creates a different buying experience, making them want to return to purchase again with various benefits that can be found on Shopee Live Dorskin. Even the integrated ecosystem has also become our focus in maximizing the Shopee Video features. Not only can it attract users to visit our store during live sessions, but it also provides convenience for customers to directly purchase the products they desire through the content they see,” added Icha.

Dorskin's Strategy in Captivating the Attention of Indonesia's Youth

Of course, Dorskin's journey in presenting hybrid skincare innovation in Indonesia does not stop there. Innovation and adaptation to market needs are the key to Dorskin's success. With a “fun” approach for the younger generation, Icha ensures that every Dorskin product not only follows trends but also provides real solutions to skin problems, especially those faced by teenagers.

In the last three years, Dorskin has successfully won the hearts of over 500 thousand teenage acne warriors. Dorskin has also successfully launched a variety of acne care products with a hybrid and fun concept, such as Matcha Glow Dream Mask, Dorskin Hydra Moiscreen, Pimple Power Cover, Acne Calming Potion, Cica Dream Gentle Cleanser, and other products that have also become favorites during Shopee Live.

Dorskin pays great attention to every production process, all of which are done locally, from material selection to management. Starting from a small team, as market demand has increased significantly thanks to interactive marketing strategies with Shopee Live and Shopee Video, this year the Dorskin team has grown to 100 employees, covering various positions from core team to operational departments.

Not only that, through in-depth quality control, every product presented has gone through various safety stages and clinical testing, in collaboration with independent laboratories and dermatology experts.

“By utilizing interactive features such as Shopee Live and Shopee Video, we strengthen our position as a local brand that is close to the younger generation. Therefore, we strive to create engaging, fresh, and relevant content. The use of viral music, trending effects, suitable themes, and interactive and entertaining content formats are designed to capture attention and increase engagement among young audiences. Of course, every live content and video is also combined with product information and elements that are relatable for acne warriors out there.” Icha added.

Dorskin itself has chosen to join Shopee since the early days of their business journey. This is because they see the potential for rapid and extensive growth. Dorskin also optimizes various programs and features presented by Shopee. Not just Shopee Live and Shopee Video, but also the Twin Number Campaign, Free Shipping, the Cheapest Competition on Shopee, as well as advertising features like Internal Ads continue to be optimized.

This strategy expands brand visibility and optimizes the convenience of the buying and selling process, making it easier, especially for their target market of young generations. And of course, Dorskin hopes that everyone, wherever they are, especially young people, can benefit from the range of Dorskin products.

(kpl/wri)