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Authors: Merry Fithriani and Ratih Hurriyati

Affiliation: Universitas Pendidikan Indonesia, Indonesia

Keyword(s): Co-Branding, Cosmetics, Female, Beautiful, Kosher.

Abstract: The world has become more advanced and modern, where economic competition is getting tougher, especially in the field of cosmetic industry with many popping up overseas products with low price and provide the best quality. Then cosmetics Wardah also present in the cosmetic industry enliven in Indonesia with co-branding strategy and with a quality product with emphasis on halal products. Women from various professions in the modern era like today, always want to look beautiful in everyday activities so that consumers are getting smarter in choosing what products will buy. Many cosmetics offer in the market that make Indonesian women confused in determining the choice of cosmetic products. Where the majority of Islamic religion and the majority of Indonesian women using hijab. Wardah present as a cosmetic that gives halal with the theme of beauty inspiration with quality and affordable price with co-branding between Wardah brand and artist who became the star of advertisement like Tatj ana Saphira, Ralin Syah, Dewi Sandra, Inneke Koesherawati, which is an idol artist who have good name, famous and become the inspiration for beauty of Indonesian woman. (More)

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Paper citation in several formats:
Fithriani, M. and Hurriyati, R. (2018). Co-Branding Strategy - In Case of Cosmetic Wardah as Famous Cosmetics in Indonesia. In Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME; ISBN 978-989-758-333-9; ISSN 2184-3368, SciTePress, pages 92-95. DOI: 10.5220/0007115300920095

@conference{gc-bme18,
author={Merry Fithriani. and Ratih Hurriyati.},
title={Co-Branding Strategy - In Case of Cosmetic Wardah as Famous Cosmetics in Indonesia},
booktitle={Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME},
year={2018},
pages={92-95},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007115300920095},
isbn={978-989-758-333-9},
issn={2184-3368},
}

TY - CONF

JO - Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME
TI - Co-Branding Strategy - In Case of Cosmetic Wardah as Famous Cosmetics in Indonesia
SN - 978-989-758-333-9
IS - 2184-3368
AU - Fithriani, M.
AU - Hurriyati, R.
PY - 2018
SP - 92
EP - 95
DO - 10.5220/0007115300920095
PB - SciTePress

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