Along with the increasing awareness of health and beauty nationwide, Indonesia has become new emerging market for skin care and anti-aging products and services.
Various wellness products and services associated with skin care and anti aging are on the market in response to an ever-increasing demand. Wellness industry has created a big fortune with sustainable growth worldwide. In the U.S., the industry has exceeded US$1 trillion, in which beauty and personal care products contribute quite bigger portion. Wellness is the next big boom industry, indeed. And Indonesia is no exception.
During 2010, big cities throughout the archipelago recorded an increasing number of consumers who reap the benefits of using such products and having regular treatment from beauty specialists.
While people strive to look their best, a number of clinics have emerged offering facial and skin treatments. And opening such a clinic is becoming a promising venture.
We meet Dr. Muthia Bachrum, a renowned physician specialized in aesthetic dermatology and surgery, who has established three clinics under the name Evitderma.
With decades of experience, she is set to franchise her business. Her decision to grow the business is based on the fact that the products and treatments delivered at Evitderma have been clinically proven with great results.
Evitderma’s regular patients include those ranging from high profile figures and high rank officials to actresses and actors. “And many of these people have become our regular,” she says.
Trained and practiced in the U.K., U.S., Germany and Switzerland, Dr. Muthia first established Evitderma in West Jakarta area in 2004. The second clinic opened at The Stones Hotel in Kuta, Bali in 2006 while the third one in Menteng, Central Jakarta commenced its business in February 2010.
“Our fourth clinic is coming soon. The clinic will be equipped with library and aesthetic information center. It’s not just a clinic, but we facilitate people with a means of getting any information pertaining to beauty and skin health or other related subjects,” she explains.
Dr. Muthia has established the Indonesian Council for Laser and Aesthetic Medicine (ICLAM), a non-profit education-based institution that provides open-for-public information center concerning health and dermatology issues including disseminating information dealing with dangerous products that are unlawfully available on the market.
“We are very careful in choosing the products. We only carry high quality products such as those manufactured by Evitderma Beauty America Holistic Skincare and its subsidiaries,” says Dr. Muthia, who together with Meekness Boen of Beauty America, named Business Women of the Year in 2007 by the National Republican Congressional Committee (NRCC) in White House, Washington D.C.
In addition to being recipient of special awards from the U.S. government, Dr. Muthia with the presence of Evitderma in Indonesia has received a number of awards and gained reputation for the clinic’s quality products and service excellence.
“The aesthetic market in Indonesia is booming. The demand is on the rise. Once you enter the business, you don’t want to exit,” she asserts, expressing her confidence that building an aesthetic empire is becoming feasible in Indonesia.
She further says that aesthetic and longevity are nowadays being much sought-after by many people from different societies. So, in its franchise business plan, Evitderma has come up with customized packages. “We utilize technology, skills and products that are customized for the businesses with target markets ranged from lower-middle to high net worth individuals,” Dr. Muthia adds.
By Aulia R. Sungkar. Published in HighEnd Magazine, May 2011.
