Published date: Jan 08 2025

Journal Title: KnE Social Sciences

Issue title: The Bandung Creative Movement 2023 – Enhancing Collaboration In Arts, Design And Craft For Sustainable Creative Industries: Sustainable Design

Pages: 40 - 45

DOI: 10.18502/kss.v10i2.17875

Ayuningtias Ramadhaniayuningtiasrrr@gmail.comTelkom University, Bandung

Agung EkobudiwaspadaBandung Institute of Technology, Bandung

Neesa Ameera Mohamed SalimUniversiti Teknologi MARA (UiTM)

Syarip HidayatTelkom University, Bandung

The need for beauty products is increasingly being met by the local sector due to increasing consumer demand. Also, as consumers become more conscious of the implications of climate change, they are becoming more interested in switching to beauty products that emphasize sustainability. Branding has a big role in determining the concept and implementation to consumer’s trust, and is important that it will be used by a product so that it can be in demand by consumers. The brand image aspect then becomes essential in strengthening the branding. The development of local beauty products is the main attraction because their development is now in great demand by consumers. This research uses qualitative methods to show how these aspects relate to the concept of sustainability in a beauty product. The result shows that Indoganic seeks to convey the concept of its sustainable products by fulfilling aspects of branding strategy implementation.

Keywords: beauty product, branding, sustainability

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