Perspirex Indonesia - Ahmad Al Abid

Brand

Project

Building a Localized Digital Presence for the Indonesian Market

Summary

I helped Perspirex Indonesia create a more engaging digital presence through its website.

Responsibiliteis

The Challenge

Introducing a New Brand to a Competitive Market

Perspirex, a well-known Denmark antiperspirant brand, was expanding into the Indonesian market. As a new player in a competitive personal care sector, they needed a localized marketing website to create brand awareness, educate users about their unique product benefits, and drive conversions through purchases or store locators.

The primary challenge was introducing an unfamiliar brand to a new audience while emphasizing Perspirex's core value: offering long-lasting, clinically proven protection against sweat and odor. The website had to communicate trust, efficacy, and the premium nature of the product while catering to the needs of an Indonesian audience, whose skincare concerns might differ from the European market.

The Solution

Crafting a Localized Experience That Speaks to Indonesian Consumers

Research & Discovery

The project began with in-depth market research to understand Indonesian consumers’ behavior, bodycare preferences, and common concerns related to perspiration. This phase included:

Competitor Analysis of local and international brands in the Indonesian market.
User Personas creation to tailor the website content and design to the Indonesian audience.
Cultural Adaptation: Ensuring the messaging resonated with local sensitivities, such as the focus on high humidity and long-lasting effects.

Website Strategy

The key objectives for the Perspirex Indonesia website were:

Educating the Market: Introducing Perspirex as a trusted, clinically proven brand.
Clear Communication: Highlighting product benefits like long-lasting protection and effectiveness for heavy sweating.
Driving Conversions: Encouraging users to make purchases through retail partners or locate stores.

To achieve these goals, the website’s structure was designed around:

Engaging Product Pages that explained the science behind Perspirex, product features, and usage.
Visuals & Testimonials showcasing product efficacy and customer success stories.
User-Friendly Navigation for easy access to product information, FAQs, and store locators.

UI/UX Design:

The design phase focused on creating a clean, modern, and trustworthy aesthetic that aligned with Perspirex’s global brand identity while catering to local preferences. Key design elements included:

Clean & Minimalist Layout: To reflect the clinical, high-quality nature of the product.
Localized Content & Imagery: Images of users from tropical environments to make the product feel more relatable to Indonesians.
Mobile Optimization: Given the high mobile usage in Indonesia, the website was designed to be fully responsive and mobile-friendly, ensuring a seamless experience across all devices.

Development:
The website was built on WordPress, ensuring easy content management for the Perspirex team. The development included:

SEO Optimization to improve visibility on local search engines.
Fast Loading Speed: To cater to the mobile-first audience.
Integration with Google Maps for the store locator feature, allowing users to find retail locations near them easily.

Testing & Launch:
The website went through multiple rounds of user testing to ensure usability, responsiveness, and performance. Feedback from a select group of Indonesian users helped refine the user experience before the final launch.

Results & Impact

Building Awareness, Engagement, and Trust in the Indonesian Market

The launch of the Perspirex Indonesia website was a significant success, meeting all project goals:

Increased Brand Awareness: The website successfully introduced Perspirex to the Indonesian market, educating users about its unique benefits. The number of site visitors increased steadily after launch, aided by local marketing efforts.
Improved Engagement: Users spent more time on the site, particularly on product and FAQ pages, indicating a high level of interest in understanding the product.
Conversions: The store locator feature saw strong usage, helping users find Perspirex products at retail locations across Indonesia. There was also a notable increase in traffic to online retail partners from the website.
Positive Feedback: The client and users praised the clean, professional design and ease of navigation, which helped convey the trustworthiness of the brand.

Key Takeaways

A Mobile-First, Localized Strategy that Paid Off

Localization Matters: Adapting the design and content to the Indonesian market helped build trust and resonate with local consumers.
Mobile-First Approach: With Indonesia being a mobile-first market, optimizing for mobile responsiveness was crucial to the website’s success.
Educational Content is Key: Providing clear, informative content about the product helped to engage users and position Perspirex as an expert in sweat protection.

This project not only helped establish Perspirex in a new market but also showcased the power of thoughtful design and localization in driving engagement and conversions.