Launching Mist You So Eau de Parfum Gadis x Belia, a Creative Collaboration of Two Local Companies

Jakarta (16/12) – Two big brands with more than 50 years of experience have officially collaborated to launch a fragrance product, Mist You So Eau de Parfum, with the label GADIS X Belia. PT Prana Dinamika Sejahtera, which houses GADIS, and Martha Tilaar Group as the producer of Belia have agreed to collaborate to produce fragrance products for teenagers.

Rubinni Kartohadiprodjo, the CEO of PT Prana Dinamika Sejahtera (PDS) and Dr. Kilala Tilaar, the CEO of Martha Tilaar Group (MTG) are two old friends who are successful in their respective fields. PDS is a company operating in the content-based media industry, while MTG is a leading beauty company in Indonesia which has been established since 1970. This year, the two friends 'reunited', exchanged ideas, and got creative in creating an eau de parfum product aimed at especially for teenagers.

Choosing a perfume product is not without reason. This year, perfume has become the most sought after beauty product by Indonesian people. In a report entitled Beauty Consumer Behavior and Trend Report which was released last August by Insight Factory by SOCO, perfume was the most popular beauty product category throughout 2023 by Gen Z and Millennials, two age groups that now dominate the beauty industry market.

This can be seen from the increase in perfume sales which reached 304% among Gen Z, and 160% among Millennials. Apart from that, searches for perfume keywords in the Sociolla beauty application have also increased from 2022, namely by 102% in 2023. The market research company Compas report also states that perfume and fragrances are one of the beauty care product categories that many consumers buy e-commerce in Indonesia.

Mist You So Eau de Parfum GADIS X Belia itself is inspired by the spirit of women's empowerment which is always closely linked to PDS and MTG. This perfume exists as a symbol of confidence and strength of young Indonesian women, combining skills and values  that have been known and trusted by various generations. Designed with a soft but still attractive touch, GADIS X Belia perfume is suitable to accompany all teenagers activities. “We understand that the younger generation is a dynamic generation and has unique preferences. Through this collaboration, we hope to be able to present products that are not only of high quality but also suit their personality and lifestyle," said Dr. Kilala Tilaar.

Coming in a small packaging with a cute and adorable design, the GADIS x Belia eau de parfum is available in three light and refreshing aromas, namely Vibrant Breeze, Twinkling Sky, and Summer Breeze.

The Vibrant Breeze has Orange, Cinnamon, and Peach as the Top Notes. The Heart Notes are Lily of the Valley and Clove, while the Base Notes are Amber and Vanilla. The Top Notes for Twinkling Sky are Strawberry and Red Fruits. The Heart Notes are Lily of the Valley, Mugane and Rose, while the Base Notes are Musky and Sandalwood. Meanwhile, for the Summer Bliss variant, the Top Notes are Pink Pepper, Blackcurrant and Apricot. The Heart Notes are Orange Blossom, Cyclamen and Violet Flower, while the Base Notes are Musky, Sandalwood and Cashmere Wood.

Rubinni Kartohadiprodjo hopes that GADIS X Belia perfume can serve as a symbol of confidence and strength for young Indonesian women. "We officially launched this product at the 2024 Cover Girl event with the hope that this perfume can become a friend who accompanies young women who have many activities to be braver in living their passions, realizing the things they like, and spreading positivity."

Dr. Kilala Tilaar added, "With the experience we have, we hope that this product can be the start of further cooperation and collaboration which we hope can inspire other local brands to embrace and work together."