Color trend 2002: 'Wayang' and 'sogan'

To the average eye, particularly those of men, the cosmetic color of lips, cheeks and the area around the eyes of women are all too similar from year to year.

However to experts in the fashion industry, and only few realize that, the color of cosmetics also has trends, which differ each year.

One of the very few trend setters in make-up color in this country is Sariayu, which has, since 1987, consistently invented new alluring colors for cosmetics based on the rich and vast culture of Indonesia blended with international tastes.

For 2002, the leading cosmetic producer -- founded by Dr Martha Tilaar -- has chosen its new collection of colors for its eye shadows, lipsticks and nail polish inspired by the grand culture of Yogyakarta particularly the wayang (puppet show) and sogan (the natural brown color in traditional batik cloth).

"We pick up Yogyakarta for our 2002 color trend theme entitled Kharisma (charisma) Jogya, Never Ending Beauty in line with the provincial concept of Never Ending Asia," Donna Massie, brand manager for Sariayu cosmetics said in an interview on Thursday.

Designed for an active, elegant and feminine look, the colors for 2002 a la Sariayu are dominated by the original colors of the wayang and sogan, namely biege, mustard, plum, pink, deep red, dark brown, silver, gold, cream, purple and green.

According to Donna, the idea to explore Indonesia's abundant culture through fashion and, in particular, cosmetics came from Martha, who was firstly inspired by a Javanese traditional dance she saw on stage at the Sriwedari performance park in Solo in 1987 where she then pledged to promote the dear and rich culture of every ethnic group in this vast archipelago.

The goal, Donna said, is crystal clear: to help persuade locals across the country to appreciate the varied opulent culture found in this land.

After the first theme of Senja di Sriwedari (Dusk at Sriwedari) -- Solo, Sariayu has annually invented new colors for their cosmetic products based on the selected cultural themes.

From 1988 to 1994, they came up respectively with Gaya Warna Disainer (Designer Color Style) - West Java/Kalimantan, Sumatra Bergaya (Sumatra In Action) - Sumatra, Puri Prameswari (Castle of Prameswari) - Cirebon/Bali, Senandung Nyiur (Song of the Palm Trees) - Indonesia, Riwayat Asmat (Tale of Asmat) - Irian Jaya/Papua, Rama Rama Toraja (.....) - South Sulawesi, and Balada Banda Naira (Ballad of Banda Naira) - Ambon.

Then from 1995 to last year, Sariayu went with Lenggang Betawi (Betawian Sway) - Jakarta, Misteri Dayak (Mystery of Dayak) - Kalimantan, Aceh Gemilang (Glory Aceh) - Aceh, Pusako Minang (Minang Heritage) - West Sumatra, Mentari Pagi Bromo (Mt. Bromo Morning Gleam), Millennium Nusantara (Archipelago Millennium) - Indonesia, and Taman Air Minahasa (Lagoon of Minahasa).

Through a mass advertising campaign, such as fashion shows, grand demonstrations and beauty classes, the sales of Sariayu products, which mostly use traditional herbs, have grown steadily, according to Donna.

"We estimate a 30 percent growth in our sales with the launching of our new products for the 2002 color trend," she added.

With the enormous number of ethnic groups and cultures in this land, she said, Sariayu will never lack ideas to develop the theme for our color schemes.

"All the colors which have been promoted in the past will be used at some point again in the future," she said.

Sariayu is a subsidiary of the Martha Tilaar Group, which produces a vast range of products for inner and outer treatments. The group's other products include PAC cosmetics, Mirabella cosmetics, Caring cosmetics, Biokos cosmetics, Rudy Hadisuwarno hair care, Oil of Java aromatic oils, Dewi Sri aromatic body care, Solusi skin care and Belia skin care.

Sariayu also has herbal tablets for body and skin care.

"Most of Sariayu products are sold here with the rest are shipped to countries like Hong Kong, Singapore, Malaysia and some European countries," Donna said. --K. Basrie