Indonesian company Priskila set to launch 40 fresh perfume scents and to further expand across Asia
Indonesian maker of personal care products, cosmetics and toiletries for the premium mass market is able to compete with international brands
Country Business Reports interviews and articles by Discovery Reports www.discoveryreports.com
For many years, Liong Juen Fat would head before day’s break to the morning market in Jakarta where he ran a small retail outlet selling perfumes and cosmetics. He opened early to ensure customers got to his shop first, closed after normal business hours, did the production at home and sorted through his paperwork until dawn.
“Since our beginning in 1980, the company has always managed to stay ahead of the competition,” says Liong, founder and president of Priskila Prima Makmur. Nurtured by long hours of hard work, Priskila grew to become one of the largest perfume manufacturers in Southeast Asia.
Priskila specialises in personal care products, cosmetics and toiletries for the premium mass market. It is a domestic market leader able to compete with international brands. The company’s state-of-the-art facility in Sentul, which has a manufacturing capacity of up to 20 million finished products per month, enables Priskila to meet world-class production standards at a competitive price range.
“We always look at the market demand and listen to our customers when we engineer new scents,” says Robert Liong, marketing director and second-generation perfumer.
Priskila’s pioneering product Casablanca, made for the mid-range segment, is inspired by French perfume fragrance. To attract various market segments, the company produces eye-catching product designs. For its premium brands Bellagio and Regazza, the layouts are simple yet luxurious, while its mass-market brands Camellia and Marie Jose carry bright and colourful prints.
Active in Asia, Priskila exports private label products to the Philippines and sells its own brands to local importers in Cambodia and Malaysia for retail and wholesale distribution. The company is set to launch 40 fresh perfume scents, 30 of which will be available for export by the year’s end.
Keen on growing its export revenues, Priskila eyes partnerships with local distributors and seeks to establish a customer base in Thailand, Vietnam, Laos and Myanmar.
Priskila Prima Makmur