Track: Industry Best Practices

Abstract

The Skincare and wellness Industry is rising in Indonesia. According to Badan Pusat Statistik the cosmetic industry in Indonesia grew by 7% in 2021, and one of the most successful brands is Wardah. Wardah's commitment to always prioritizing the halal factor in every product and using cost leadership strategy, helped Wardah to become one of market leaders in Indonesian cosmetic industry. This research is conducted with a descriptive research study to analyze the effectiveness of Cost Leadership Strategy adopted by the cosmetic industry in Indonesia. As a Muslim dominant country, the needs of halal products are a necessity. And that is how Wardah caught that opportunity to establish their brand as the pioneer of halal cosmetics in Indonesia. The combination of strategies adopted by Wardah shown to be effective as the market share data has proven Wardah as top cosmetic brand in Indonesia.

Keywords
Cosmetics, Strategy, Cost Leadership, Firm Competitivenessand Halal.