HMNS is one of the local perfume brands currently gaining popularity among consumers thanks to its premium product quality and prices that remain affordable for the general public. HMNS is also a brand that has built strong engagement with its audience, allowing it to develop a powerful community. In 2021, HMNS received the Tokopedia Beauty Awards 2021, demonstrating the success of its products in competing in the beauty industry. The HMNS team has also implemented several highly effective marketing strategies that have contributed to the brand's significant growth. These include brand storytelling, lean startup, minimum viable product (MVP), and flywheel marketing.
Whenever they launch a new product, they always create a story behind it. They describe the product's value and the background behind its release through emotionally engaging narratives. One example is their recently launched product, "Essence of the Night," or EoN, released on June 14. They created a story titled "The Death of Goddess," inspired by the old Chinese tale of Tan Hua (昙花), also known as the Queen of the Night. The story tells of a human who falls in love with the Goddess of Flowers, a beautiful woman dressed in an elegant white gown, representing the Wijaya Kusuma flower. This flower blooms only once a year, for just four hours. Through the stories told behind each product, audiences can imagine what each perfume variant smells like. For example, with the EoN perfume, people can understand the fragrance of the Wijaya Kusuma flower and the overall vibe of the perfume, even before experiencing the product in person.
HMNS's use of the lean startup concept has helped the brand create products that fit market demand because it focuses on data-driven product development. The team conducts in-depth market research before launching products, allowing them to develop product ideas that align with consumer needs. They also apply the Minimum Viable Product (MVP) principle by launching products in limited quantities to gauge public responses. If they identify areas that need improvement, they quickly make adjustments to better meet market expectations. Besides helping improve and develop product quality, this strategy also creates a sense of exclusivity among consumers, as not everyone can get their hands on the perfume, even if they follow the entire launch process and try to purchase it during the highly competitive product release.
HMNS has an interactive audience, with every post receiving an abundance of review comments from followers. This is because HMNS applies flywheel marketing by focusing on customer experiences and responding to them through meaningful interactions rather than simply replying with emojis. The brand also occasionally organizes quizzes and giveaways to encourage followers to actively participate on its social media platforms. These activities also help the HMNS team collect feedback and opinions from its audience, allowing the brand to continuously improve its products and better meet consumer needs. The HMNS team's responsiveness and openness to communication have encouraged many followers to actively share their experiences and product reviews.
The strategies implemented by the HMNS team are highly effective and offer tremendous benefits. These strategies can also be applied to your local business to help it grow, just as HMNS has. If you're unsure which marketing strategies to implement, take advantage of our digital marketing services!
