The Story of Saff & Co Owner, Relying on Shopee as 'Top of Mind' to Build a Perfume Business

Kapanlagi.com - Talking about perfume, recently many local brands have managed to capture attention thanks to their product quality that is on par with foreign brands.One of the brands that has been widely discussed among fragrance lovers in the country is Saff & Co.Behind the success of its always viral products, Santi Tan and Sansan are two young women who are the 'brains' of creativity for this brand.

The Pandemic as an Innovation Opportunity

If we delve into the journey of these two friends, there is actually a unique story behind it.Their business actually started during the Covid-19 pandemic in 2020, when they were only 23 years old.Santi Tan and Sansan began to see an opportunity to develop local perfumes, at a time when other business players were still focused on makeup and skincare products.

“I had a strong feeling that the best time to start a local fragrance business was in 2020. If we had been a year late, we might have been drowned out by new brands. That’s why I immediately invited my partner to join and produce on a small scale of about 500 pieces, which we eventually launched for the first time exclusively on Shopee,” said Saff & Co Owner, Santi Tan.

Furthermore, Santi added that choosing Shopee as the e-commerce platform to develop Saff & Co was a strategic business decision. “Shopee is my go-to marketplace. Want to buy makeup, skincare, or anything else on Shopee. So, when we want to sell something, the first thought is directly Shopee. In the end, our decision proved to be right because until now Saff & Co has become one of the market leaders in local perfume brands,” explained Santi.

Online Promotion Programs and Features on Shopee Boost Brand Sales

Entering its fourth year, Saff & Co has a variety of high-quality perfume variants that are loved by the Indonesian people. One of its flagship products, SOTB, which was launched in August 2022, has sold nearly hundreds of thousands of pieces on Shopee.

Saff & Co has also managed to generate revenue in the billions of rupiah. In the middle of 2024, Saff & Co's revenue on Shopee even increased by 112%, compared to the same period in 2023.

“There are many online promotion programs and features on Shopee that we can maximize for our marketing strategy. We use almost all of Shopee's programs and features. For example, we actively hold promotions through Flash Sale campaigns, strike-through price promotions, and store vouchers on Shopee,” Santi revealed.

She continued, “In our opinion, participating in promotional campaign programs is also a form of business investment to attract more buyers. In addition to promotions, interactive features like Shopee Live can also help make buyers feel more interested in purchasing our products," added Santi.

The interactive feature Shopee Live has indeed proven to be one of the features that can assist MSMEs and local brands in expanding their reach. Welcoming the first semester of 2024, Shopee recorded an increase in sales of MSME products and local brands by more than 13 times through Shopee Live compared to last year.

Fun Fact: Saff & Co Research Shows Indonesian People's Fragrance Preferences are Influenced by Arab Culture

Based on data on local fragrance styles collected by Saff & Co, Indonesian people generally do not favor overly sweet scents that are characteristic of fragrances in the United States market. Saff & Co also collaborates with international perfumers from Singapore, Dubai, and Paris to conduct research and create blends specifically for the fragrance market in Indonesia.

"The fragrance preferences of Indonesian people, in general, tend to lean towards a mix of Western style and Arabic style. The characteristics of the scent are modern, yet layered with touches of amber, musk, and modified oud, combined with other spices like saffron, so that it remains easily accepted by Indonesian society and can be worn daily," explained Santi.

In 2024, Saff & Co has already launched 16 signature products and in the future, this local fragrance brand is not only targeting the domestic market but is also ready to compete in the international market.

The success of Saff & Co in pioneering its business by utilizing the Shopee platform to grow further demonstrates the importance of collaboration between local brands and e-commerce platforms. Supported by technology, Saff & Co proves that it can continue to innovate and present the best product range for Indonesian consumers.

(kpl/wri)