DEVELOPING LUXURY BRANDING DIGITAL STRATEGY FOR BODY CARE BRAND: A CASE STUDY OF WONDERLY SKIN

• Main Author: Lyra Kalista Sahab, Amanda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75687
• Institution: Institut Teknologi Bandung

This study aims to develop a competitive branding strategy that effectively conveys the luxurious persona of a local body care brand, Wonderly Skin. This brand has emerged in response to the high demand for body care products in Indonesia. In order to differentiate itself in a saturated market, Wonderly Skin strives to establish a perception of luxury. However, the brand faces challenges in implementing this strategy, as its target market perceives inconsistent luxury images from Wonderly on social media. To address these challenges, a comprehensive business environment analysis was conducted, encompassing both external and internal factors. This analysis involved interviews, PESTLE analysis, and competitor analysis. Additionally, a research method combining qualitative and quantitative approaches was employed, utilizing in-depth interviews, online questionnaires, and social media analytics. The findings indicate that Wonderly Skin cannot be classified as a luxury brand according to the luxury value framework. Therefore, the next step for the brand is to undertake a rebranding project, aiming to position itself in the premium segment. In summary, it is crucial for Wonderly to develop an effective branding strategy to compete successfully as a new brand in a saturated market. This strategy should involve revamping the brand's visual identity, creating a content pillar specifically tailored for the digital platform, launching digital campaigns, and establishing stronger associations with key opinion leaders (KOLs).