Sensorial and Community Combination, Female Daily Hypothesis Opens Offline Store

Starting from the hobby of Hanifa Ambadar writing a blog about beauty and fashion in 2005, now Female Daily has also enlivened the beauty retail industry by entering stores. offline. The first store is located at Trans Icon Mall Surabaya, which was inaugurated in early August.

According to Hanifa, the decision to expand is inseparable from the initial belief that the beauty industry is very sensorial. That is, consumers need to see, smell, feel the texture, and try the product to be more sure of what they are buying. The experience is certainly very different when buying fashion or culinary goods, which can be seen from the attractive online visuals that can immediately attract buying interest.

In a short interview with DailySocial.id, Co-founder and CEO of Female Daily Hanifa Ambadar said, based on this belief, the company often routinely organizes the annual "xBeauty" event, both on a small and small scale. The biggest one was Jakarta x Beauty which was held in July 2022, successfully bringing in 93 visitors.

“Female Daily is strong with content, community and beauty reviews Dalam platform-his. So it's only a natural expansion we finally have E-commerce alone and also retail storehim," said Hani, Hanifa's nickname.

The company first released the site E-commerce beauty studio in july 2020, at the start of the pandemic. The first store "Female Beauty Studio" is claimed to be the largest vertical beauty shop in Indonesia with an area of ​​1.300 square meters. The majority of the product catalogs are local brands with the most complete SKUs, the rest are also international brands.

In the shop, on weekends, he regularly organizes activities with the Female Daily community or other communities in Surabaya. Not only beauty products, the company also provides salons. Consumers can wash blow, haircut, manicure pedicureand blow treatment. “So really everything in one place. "

Later, the store will be supported by digital technology which will slowly be realized. But the gist of it is omnichannel, combining online and offline experiences. Starting from scan barcodes offline to view review in the app, unify points between offline and online shopping, and plans to buy online and pick up in stores.

The reason for choosing Surabaya, continued Hani, is because this mall has a wide capacity according to the company's needs. Plus, it's a new mall so there's no beauty shop for the patrons yet. Another coincidence, Trans Icon Mall Surabaya is owned by CT Corp, Female Daily induk, so that there is Privilege to take advantage of the ecosystem within the group.

"Surely we will also prioritize malls owned by CT Corp because the cooperation will be easier. Of course we will go to the other big cities first, before going to the smaller ones. Because our HQ is in Jakarta, it should be in Jakarta soon Dong yes."

For the record, Trans Icon Mall Surabaya is part of the Trans Shopping Mall Group CT Corpora. Until now, Trans Shopping Mall Group oversees Trans Studio Mall Bandung, Trans Studio Mall Makassar, Trans Studio Mall Bali, Trans Studio Mall Cibubur, Transpark Mall Bintaro, Transpark Mall Juanda, Transmart Malls throughout Indonesia, and now Trans Icon Mall Surabaya.

Profit already printed

The need for beauty products today no longer sees gender. Men also need to take care of themselves, even though the product range is not as wide as women's needs. As a result, the scope of its market share is getting wider and more interesting to work with.

In Female Daily data, for example, the profile of users who are exposed to beauty products and join is getting younger. The average age is 14 years. This age group has started to use skin care products and make-up in a thin manner. In general, traffic and the number of Female Daily community members is growing 200% annually.

"Besides that, market Men are also expanding, more and more men are aware of the importance of taking care of their skin and they want their skin to be healthy. What's more, they don't use it makeover so it's even more important for her skin to look well-groomed. This is also supported by the Hallyu (Korean wave) invasion which of course makes these men see that it is normal for men to take care of their skin.”

In an effort to become a sustainable company, Hani admitted that currently the company has reached a profit point and is not actively seeking new funding needs. Even so, he did not rule out the potential for investment or other cooperation that could support Female Daily to move faster and grow even faster.

“Female Daily existed before the startup industry emerged and venture capitals arriving. So from the start mindset we are still quite conventional, where the name of the business must be self-sustained and must profitable. So now we have profitable, " he concluded.