Cosmetic Industry: Martina Berto, Mandom Indonesia & Mustika Ratu
Indonesian cosmetic companies listed on the Indonesia Stock Exchange have not yet seen earnings gain momentum in the first quarter of 2016. Martina Berto is the only listed cosmetic producer that managed to post rising net sales and net profit in Q1-2016. Meanwhile, the two other cosmetic firms - Mustika Ratu and Mandom Indonesia - saw their net sales decline in the same period due to weak purchasing power and household consumption in Southeast Asia's largest economy. Moreover, cosmetic firms have been offering discounts in order to raise sales volumes.
Net sales of Mustika Ratu, established by Mooryati Soedibyo, fell 15.7 percent (y/y) to IDR 81.44 billion (approx. USD $6.2 million) in Q1-2016, while net sales of Mandom Indonesia declined 6.5 percent (y/y) to IDR 653.8 billion (approx. USD $50 billion) over the same period. It is interesting to note that sales of Mandom Indonesia were dragged down by the company's tumbling export performance: whereas domestic sales rose 6 percent to IDR 462.7 billion, Mandom Indonesia's exports plunged 31.4 percent to IDR 149.3 billion. Meanwhile, Mandom Indonesia's net profit fell 12 percent (y/y) to IDR 54.8 billion.
Martina Berto, on the other hand, managed to post a 3.4 percent (y/y) growth in net sales to IDR 181.2 billion in Q1-2016 supported by sales of brands such as Sari Ayu and Rudi Hadisuwarno Cosmetics. Martina Berto, established in 1977 by Martha Tilaar, targets to collect IDR 740 billion in sales this year. Although Indonesians' purchasing power remains bleak, the company is confident sales will continue to grow in the second and third quarters. In Indonesia people always tend to consume more when the Ramadan (Islamic fasting month) arrives as well as the subsequent Idul Fitri celebrations. This year these events will be celebrated in the months June and July.
Weakening exports were also felt by Martina Berto. The firm's exports plunged 56 percent (y/y) to IDR 908.1 million in Q1-2016. Weak export performance could be the result of sluggish global economic conditions in combination with the strengthening rupiah rate in Q1-2016 (making Indonesia's export products more expensive). Meanwhile, the company also benefited as the stronger rupiah made imports of raw materials cheaper.
Net profit of Martina Berto surged a whopping 195.3 percent (y/y) to IDR 7.62 billion in the first quarter of 2016. This impressive figure was achieved due to rising net sales and lower operational costs (for example a cut in costs for marketing sales and product branding).
Late last year Martina Berto launched new products including PAC (professional arts cosmetics). The launch of new products is one of the company's strategies to push for higher sales in 2016. New products launched in Q1-2016 were Gatsby Styling Pomade Water Base, Gatsby Executive Shape, Pucelle for Women eau de Cologne, and Chibikko-Hello Kitty Spray Cologne. Previously, Martina Berto already had 10 brands: Dewi Sri Spa, Sari Ayu, Caring, PAC Martha Tilaar, Puspita Martha, Belia, Cempaka, Biokos, Mirabella Cosmetic, and Rudi Hadisuwarno. This year Martina Berto targets double digit growth in terms of net sales.