Martina Berto on AFTA:
\n'Not a threat, but much opportunity'<\/p>\n
The newly implemented ASEAN Free Trade Area (AFTA) spells only
\nopportunity for Indonesia's leading traditional cosmetics and
\nskincare producer PT Martina Berto of the Martha Tilaar Group, to
\nexpand its market with its quality products.<\/p>\n
According to the founder and the chairperson of the group,
\nMartha Tilaar, the new free trade arrangement involving Indonesia
\nand the other Southeast Asian countries has indeed offered a
\ngreat chance for her company to penetrate the massive market,
\nwhich has a population of almost half a billion.<\/p>\n
\"Now we are no longer talking only of Indonesia's 210 million
\npeople-more than double that figure has been opened up to us,\"
\nTilaar said.<\/p>\n
Removing barriers to trade has brought immense benefits to the
\nbusiness players as well as to the people in the region as
\nrivalry grows to offer quality products with a competitive
\nadvantage, with no more protection of any kind provided by the
\nparticipating governments.<\/p>\n
Martina Berto has a proven track record as a world-class
\ncompany producing traditional cosmetics and skincare products.
\nThe company has a research and development division that utilizes
\nthe most modern technology to create innovative products. It also
\nhas a research center that facilitates the pharmacological and
\nexperimental plantation of herbal plants for use in cosmetics and
\nhealth supplements.<\/p>\n
In 1996, it became the first Southeast Asian producer of
\ncosmetics and skincare products to receive the ISO 9001 award. In
\n2000, the company became the first Indonesian traditional
\ncosmetics and herb maker to gain certification for its Good
\nManufacturing Practices.<\/p>\n
The company achieved ISO 14001 certification for environmental
\nmanagement in February last year.<\/p>\n
Its current position, and its achievements, outstanding
\nfacilities, skilled staff, and top-class management make Martina
\nBerto more than ready to enter AFTA with great confidence.<\/p>\n
\"We are well prepared to enter AFTA. We are the only Asian
\ncosmetics and skincare producer that manufactures traditional
\nproducts based on natural materials to international standards,\"
\nTilaar continued.<\/p>\n
Its experience has also given the company the vision to become
\nthe world's leading cosmetics producer combining eastern and
\nnatural nuances with modern technology and research and
\ndevelopment to give added value to consumers. It has a mission to
\noperate a world-class enterprise within cosmetics and related
\nindustries, based on innovations that will create employment and
\nenhance human resources empowerment using sophisticated business
\nand management approaches that are appropriate for Asia.<\/p>\n
However, Tilaar admits that competition in the industry is
\ngetting fiercer, as many similar products will flood the market
\nsoon.<\/p>\n
\"Consumers in this region will soon have a wide range of
\noptions. But not all products are suitable for Asians, and not
\nall products are suitable for those who live in a tropical
\nclimate.\"<\/p>\n
With a sophisticated background in herbs and natural plants,
\nMartina Berto produces various skincare products and cosmetics,
\ncombining materials from Indonesia's rich natural resources based
\non careful research.<\/p>\n
At present, the company produces dozens of traditional
\ncosmetic brands: Sari Ayu herbal, skin and haircare products;
\nBiokos; Pac; Caring Colors; Oil of Java; Dewi Sri Spa; Solusi;
\nNatural Color SA; Martina Martha Tilaar; Berto Tea; Rudy
\nHadisuwarno; Madonna; U Series; Tahiti; and Mirabella.<\/p>\n
All products have been created from natural plant extracts to
\nwork in harmony with human cells. Most of the products are for
\nwomen as beauty is naturally associated with them. The products
\nare suitable for a tropical climate and are made of natural
\ningredients processed by modern technology for women who believe
\nthat external beauty is equally as important as what Tilaar calls
\n\"internal beauty\".<\/p>\n
Tilaar said the products were greatly inspired by Indonesian
\nculture and tradition to provide external treatments to beautify
\nthe face and body, and internal treatments to assist beauty from
\nwithin by promoting inner health.<\/p>\n
For example, the jamu (herb) products, which are made from
\n100% pure herbal ingredients, consist of a combination of herbs,
\nwhich work to ensure harmony between inner and outer beauty.
\nTilaar believes that once the body is in good condition, natural
\nbeauty always shines through.<\/p>\n
Meanwhile, Oil of Java, inspired by the increasing popularity
\nof aromatherapy, was created to provide concentrated mixtures
\nwith a therapeutic function. Made from pure essential oils, the
\nproducts are used either as massage oils or in steam to treat
\nproblems related to beauty and well-being.<\/p>\n
The Dewi Sri Spa aromatic products are created from the finest
\nrice extracts and pure essential ingredients to offer users the
\nconvenience of a spa at home.<\/p>\n
With a greater market in AFTA, Martina will concentrate on
\neach market in every member state in ASEAN.<\/p>\n
\"We will approach the market depending on the cultural
\norientation of each nation. Some countries are western-oriented,
\nwhile others are more keen on traditional aspects. Therefore we
\nwill market products with the characteristics that suit the
\norientation,\" said Tilaar.<\/p>\n
\"There should always be evidence that particular products are
\nreally good and suitable, and we are sure of this,\" she said.<\/p>\n
Though they still face difficulties in being accepted by large
\ndepartment stores in Indonesia, long before the birth of AFTA,
\nMarina Berto's products were popular with consumers in Malaysia,
\nthe Philippines, and other nations. It has also exported its
\nproducts to the Middle East and the Netherlands and has
\nestablished offices in Singapore and Brunei.<\/p>\n
In addition to its confidence in entering AFTA, Martina Berto
\nwill also expand its business to areas beyond ASEAN. The company
\nhas opened an office in the U.S. to distribute its products to
\nNorth America.<\/p>\n
The company will also soon launch Jamu Garden, a jamu product
\nthat is 100 percent made from herbs.<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/martina-berto-on-afta-1447893297",
"image": ""
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"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
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