At DFI, we always listen to our customers and put their shopping experience at the heart of everything we do. In Indonesia, we observed a strong preference for local brands and identified a growing segment of young female consumers seeking to boost their confidence with health and beauty products. With the rise of social media platforms such as Instagram and TikTok, we also found an increasing number of young millennial and gen-Z girls reaching out to Guardian Indonesia, inquiring about viral brands they had seen online – despite knowing what they want, it is often difficult to locate these products in-store.

Guardian clears the way for these eager customers. Since 2022, it has launched the “Trending Product” campaign, creating a dedicated space in each store for trending, high-demand, usually local brands. Marked with bold pink visuals, it helps our clients identify the most sought-after skin-care and cosmetic items at a glance.

To enhance direct communication with our target audience, we also proactively share product information and exclusive deals via social media, generating over 70 million impressions and reaching more than 20 million individuals by 2023. Thanks to the enthusiastic support from our customers, we have outperformed the market and become the leading skincare retailer in the country.

Today, we continue to evolve as a premier destination for not only beauty brands, but also an ever expanding array of products. As a part of “Product Trending 3.0”, we have not only added personal care items to our featured shelves, but also presented a more innovative shopping experience by collaborating with influencers and incorporating the latest technology, such as Artificial Intelligence (AI) and Augmented Reality (AR). Alongside vouchers and giveaways on our online shops and social media, we remain dedicated to providing an all-round and enjoyable shopping experience at Guardian.