Studio Tropik, one of Indonesia's leading local beauty brands, taps into the hygiene segment by launching a skincare-infused antibacterial product called RescueFX last week after more than one year of R&D, certification and production process.

The decision to launch a new category is to adapt to consumers’ shifting needs during the pandemic. Consumers are getting more aware of the importance of hygiene. They are also getting used to the ‘new normal’ to prevent the spread of the coronavirus, for instance, by wearing a face mask for a long period of time. This also drives demand for the brand’s setting spray as it prevents make-up from transferring to masks.

“We sold 1000 bottles of RescueFX on the first day,” said Studio Tropik Chief Marketing Office Isabella Ingrid. “Also, because RescueRX is a unisex product that is crafted and designed to cater both female and male consumers, we noticed an increase of male audience on our social media platform.”