Never underestimate false eyelashes products made in the production center in Purbalingga regency, Central Java. False eyelashes products have become employment source for thousands of people in Purbalingga. By exporting false eyelashes products, in 2017, BMT was able to achieve USD 12 million of sales value. BMT’s products have also been famously used by world celebrities, such as Madonna and Katy Perry. BMT is now considered as one of the best players in world’s false eyelashes industry.
It was unexpected success, in fact. The business was started back in 2008 with only 50 employees. BMT has become a pioneer of Indonesian company in false eyelashes business. Currently it has 1,800 employees. In addition, it also hires 4,000 craftsmen in surrounding villages. The products are 100% handmade. “We are able to produce 1 million pairs in the last two years”, said Mr. Audrie Soekoco, President Director of BMT.
He also mentions there are a lot of market opportunities that can benefit them. Global cosmetic growth is always positive, always in two digit level per year. Social medias also play big parts to spread information rapidly and massively. Moreover, during this last 10 years, false eyelashes industry is having less significant development, mostly only styles changes. “We, therefore, see the potential and opportunity to make more product innovations”, he adds.
While there is opportunity, there is also several challenges in this industry. The main challenge is in obtaining raw materials. “We still have to import the raw materials, from South Korea, Japan, or China”, he mentions. Not to mention, there are several import regulation changes, which can create an obstacle in import process.
Another challenge is on the unpredictable global economic situation. This includes also price competition with China and Vietnam. “They sell with much lower price than us”, he said.
To conquer the challenges and also to catch the opportunities, BMT has made several steps. First, by creating innovation center, with R&D team specifically built to develop new products, with consumer-‐oriented traits. “This will be a backbone for our production activity”, Audrie explained. There are 50 employees working in this unit. R&D also collaborate with several makeup artists, because makeup artists are experts in false eyelashes industry’s trend.
In 2018, there are some innovative products of BMT. One of them is, Ultra Dramatic Luxe Faux Mink, false eyelashes style which gives dramatic and full look.
Another interesting product is Snap On Magnetic Lashes 2.0. This product is created because people are still hesitant to wear false eyelashes. It is because the application is too difficult and they have to put on glue before applying, which is less practical. “We created false eyelashes using magnets”, Audrie said. “This product received tremendous responses in the market”, he adds.
The other way is to build the brand. “We want to be more than a tailor, we want to be a designer. That is way we built the brand,” Audrie said. BMT has created Eyelashes World corporate. “We are known with this brand in global market,” he claimed. BMT also introduced D’Eyeko as premium false eyelashes products, that have been marketed in Middle East, Latin America, and East Europe.
With current go green trend, BMT also built green factory. BMT implement waste water treatment and ISO 14.000. In social environment context, this company has also joined in Business Social Compliance Initiative.
In business performance, Audrie mentions that, the sale value of USD 12 millions in 2017 is BMT’s highest achievement. He mentions that the sales target in 2018 will be USD 15 millions.
Source : https://swa.co.id/business-‐champions/companies/best-‐exporter/bintang-‐mas-‐triyasa-‐ berinovasi-‐dan-‐bangun-‐merek-‐untuk-‐tangkap-‐peluang