Earth Love Life is an Indonesian personal care brand created by ParagonCorp, emphasising a halal green beauty philosophy. Known for its innovative Mood Boosting Fragrance™ developed through neuroscientific research, the brand enhances users' moods while nourishing the skin. By using sustainable local ingredients, Earth Love Life promotes both skin health and emotional wellbeing, positioning itself as a pioneer in the halal beauty industry.
The challenge
During the pandemic, ParagonCorp, Indonesia's largest beauty company, faced significant challenges as consumer behaviour shifted dramatically. Its portfolio was heavily reliant on make-up (60% of its offerings) and the lockdown led to a sharp decline in demand, but personal care products remained stable, particularly body and hair care. This prompted ParagonCorp to reassess its strategy and led to the launch of its new brand, Earth Love Life.
The collaboration with WGSN
Building on a successful partnership over the years, the ParagonCorp team capitalised on WGSN's macro forecasts to understand the pandemic's effects on consumer behaviour and purchasing patterns. WGSN’s research revealed a growing focus on self-reflection and self-care during the pandemic, particularly highlighting the relevance of bathing as a healing ritual. This understanding guided Earth Love Life in developing products that cleanse and enhance mood, incorporating its innovative Mood Boosting Fragrance™ technology. This unique approach transforms bathing rituals into mood-enhancing experiences, aligning perfectly with consumers' desires for emotional wellbeing, as highlighted in our 2021 forecast Intelligence: Future of Bath & Body 2024.
The results
Within eight months of launching, the brand has seen impressive growth and a 360-degree impact.
Sales growth: Earth Love Life achieved a 343.3% increase in Gross Merchandise Value compared with its first month and ranked as the top personal care brand in March 2024 on Tokopedia, the largest e-commerce platform in Indonesia.
Brand awareness: The brand was selected as a podium speaker at the International Federation of Societies of Cosmetic Chemists, alongside global beauty brands leading industry innovation.
Consumer engagement: The innovative focus on mood enhancement has prompted other brands to adopt similar features, positioning Earth Love Life as a leader in this space.
In a time of uncertainty, WGSN's insights guided the launch of Earth Love Life.
By understanding what consumers truly seek, we were able to design products that not only resonate with their needs but also stand out in a crowded market."Yessica Megistriani, Deputy Head of Product Innovation & Sustainability, ParagonCorp
Looking ahead
Building on its initial success, Earth Love Life is committed to further innovation and growth within the skincare market. Recognising the increasing consumer interest in sustainability and its significance in future brand strategies from WGSN insights, the brand has integrated halal concepts into its sustainability messaging. This strategy resonates deeply with local values, making sustainability more accessible and meaningful for Indonesian consumers.
With a mission centred on halal green beauty, Earth Love Life plans to expand its product lines beyond body and hair care to include offerings that promote overall wellness. By leveraging insights from WGSN, Earth Love Life aims to refine its formulations and packaging to align with sustainability and consumer trends, ensuring they meet evolving demands while anticipating local and global future needs.
We will continue utilising WGSN insights to stay ahead of trends and consumer needs. With their insights, we’re not just meeting expectations – we’re anticipating desires, positioning our brand as a leader both locally and globally."Yessica Megistriani, Deputy Head of Product Innovation & Sustainability, ParagonCorp
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