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The beauty industry has been shaken by the rise of fast beauty, putting pressure on smaller local brands. News of beloved local products leaving the market left many enthusiasts feeling disappointed.

In the middle of this uncertainty, something surprising happened. Kitschy, a local brand facing difficulties, received public support from another local player, Facetology. Instead of competing, they collaborated on a campaign that highlighted solidarity and positivity. The initiative warmed the hearts of beauty enthusiasts, who welcomed the message of togetherness and pride in local products.

The Strength of Local Pride
Indonesians have a strong sense of local pride, especially when it comes to brands that feel close to their identity. They are not only supportive of homegrown products but are also enthusiastic when these products unite under a positive, encouraging message.

The Facetology x Kitschy moment demonstrates how collaboration can spark emotional resonance. It was not just about products, but about creating a shared narrative of resilience and mutual support that made consumers feel part of something bigger.

From Competitors to Collaborators
For brands, the takeaway is clear; collaboration can be more powerful than competition. By finding ways to partner with others in the same industry, brands can build collective strength and draw audiences closer together.

This could mean co-branded campaigns, cross-promotions, or joint initiatives that highlight shared values. A supportive approach not only strengthens brand perception but also inspires communities to rally behind local products with pride.

When brands work together, they do not just share audiences — they multiply impact by fostering unity and belonging.