Check out the inspiring stories of local brands on Tokopedia, ESQA Cosmetics, SOVLO, and Day and Night, who empower people through exclusive collaborations with Barbie™!
Jakarta, 27 July 2023 - The Barbie™ film, released in Indonesian cinemas starting from 19 July 2023, has seized the attention of many viewers in the country. This phenomenon impacts the trend of online sales of products related to Barbie™ through Tokopedia.
“We recorded more than a two-fold increase in transactions, compared to the average daily transaction from 1 May to 20 July 2023 at the peak of the Tokopedia online campaign with Mattel (a multinational toy and entertainment manufacturing company producing Barbie™ products) on 21 July 2023,” said Corporate Affairs Lead Tokopedia, Antonia Adega.
“Through our collaboration with Mattel, Tokopedia provides a platform for various local brands that have partnered with Barbie™, which includes ESQA Cosmetics, SOVLO, and Day and Night, to expand their reach to a larger market. Tokopedia values the efforts of local brands that are constantly engaging in innovation and collaboration, encouraging more Indonesian entrepreneurs to move forward and compete on the global market,” said Antonia.
Pioneer of Vegan Beauty Products Made in Indonesia, ESQA Cosmetic, InspiresWomen to Feel More Confident with the Barbie™ Special Collection
ESQA Cosmetics, a local beauty brand on Tokopedia, was established in 2016 by Kezia Trihatmanto and Angelina Cindy. Leaving her job as a Hollywood celebrity accountant, Kezia chose to return to her homeland and pursue her passion in the beauty industry. Together with Angelina, Kezia built the first vegan beauty local brand in Indonesia.
“At that time, no beauty brands made in Indonesia carried the vegan concept. We took this opportunity to build ESQA. ESQA products are free from any animal ingredients and friendly to sensitive skin. Each ESQA product does not contain parabens, triclosan, sodium lauryl sulfate (SLS), and gluten. Our products have gone through dermatological clinical trials,” said Co-founder and CPO ESQA Cosmetics, Kezia Trihatmanto.
“ESQA always promotes women's empowerment, that’s why almost all of our employees are women. We also strive to launch beauty products that are inclusive for all ages and skin colors to make Indonesian women feel more confident,” added Kezia.
The special Barbie™ x ESQA collection includes cream blush contour, lip stain and eyeshadow. “Buyers can get the Barbie™ x ESQA collaboration products through Tokopedia. Through this collaboration, we want to inspire every woman to be creative, confident, and not afraid to explore new things,” said Kezia. ESQA recorded almost a 1.5-fold increase in transactions on Tokopedia since the launch of the Barbie™ x ESQA product collaboration.
Local Fashion Brand on Tokopedia, SOVLO, Illustrates Independent Women through the Barbie™ Special Collection
SOVLO is one of the local brands on Tokopedia that produces colorful fashion products with positive themes, ranging from women's empowerment, local culture, homeland heroes, and many more.
“Initially, SOVLO only produced local souvenirs for weddings and corporate needs, but the COVID-19 pandemic in 2020 almost ended our business. Meanwhile, there are dozens of employees at SOVLO, half of whom are tailors, and almost all are heads of families,” explained CEO and Founder SOVLO, Lidya Valensia Lyanto.
“We decided to change our business strategy and took advantage of Tokopedia. After joining Tokopedia, sales of SOVLO products skyrocketed, enabling us to rehire the employees we previously laid off. Tokopedia even contributes around 70% of our overall online sales. To produce various types of fashion products, from tops, dresses, bags, accessories, and many more, we partner with local illustrators,” said Lidya.
SOVLO is also collaborating with Barbie™ to create a special ‘Summer Dreams’ collection that can be purchased through Tokopedia. “The Barbie™ x SOVLO collection of shirts, outerwear, and bags features rich patterns with bright, abstract tones. ‘Summer Dreams’ is also a form of appreciation for imaginative girls who have grown into independent and confident women,” added Lidya.
Day and Night Empower Local Tailors and Launch Fashion Collections with Barbie™
Photo 4: Day and Night x Barbie™ the Movie
Day and Night is a local fashion brand available on Tokopedia, which was established by sisters Yelly Lumentu and Konny Lumentu in 2012. “Since we were little, we have always been interested in art, especially fashion. Our mother and grandmother were seamstresses, and our grandfather was a street painter,” said Co-founder and Designer Day and Night, Yelly Lumentu.
Day and Night provides various fashion products ranging from tops, bottoms, outerwear, and inclusive dresses that caters to all body shapes and empowers Indonesian women to be more confident. “To produce our products, we employ ten local tailors and the majority of them are women,” explained Yelly.
Day and Night is a local brand on Tokopedia that also collaborates with Barbie™. “Through this collaboration, we launched various collections, such as Day and Night x Barbie™ the Movie, Day and Night x Barbie™ Dreamhouse, and Day and Night x Barbie™ Limitless. We hope that these collections will inspire more women to be free to express themselves without limits,” said Yelly.
Day and Night regularly participates in campaigns on Tokopedia, such as Women in Style and Tokopedia Fashion Week. “Thanks to Day and Night, SOVLO, and other local fashion entrepreneurs, fashion has become one of the product categories most sought after by Indonesians through Tokopedia in the first half of 2023," concluded Antonia.
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About Tokopedia
Tokopedia, as an Indonesian technology company, has a mission to democratize commerce through technology. Tokopedia’s vision is to build a Super Ecosystem where anyone can start and discover anything. To this day, Tokopedia has empowered millions of merchants and users across the marketplace and digital goods, financial technology and payment, logistics and fulfillment, including Mitra Tokopedia. Tokopedia is part of the GoTo Group, the largest digital ecosystem in Indonesia, consisting of Gojek, Tokopedia and GoTo Financial.
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