SURABAYA (BPN) – Viva Cosmetics, a legendary beauty product from Surabaya, Indonesia, lined up as the Official Make-up & Hair Do in the prestigious Paris Front Row 2022, which was initiated by the Indonesian Fashion Chamber (IFC) on 3-4 September 2022.
The event successfully brings Indonesia’s name to the international stage and was attended by important officials, such as Mufidah Jusuf Kalla, Indonesian Ambassador to France Muhammad Oemar, and Ambassadors to UNESCO from the Philippines, Singapore, Sri Lanka, Namibia, Nigeria, and Saudi Arabia.
Timur Yusuf Wiharto, Director of Distribution of Viva Cosmetics Indonesia said, as a pioneer of cosmetics in Indonesia and aged 60 years, they have a big responsibility to support the progress of Indonesian designers so that they can take part at the international level.
“We hope that through this kind of event, we can increase public’s brand awareness that ‘Made in Indonesia’ products such as Viva Cosmetics also have good quality that they (the products) can be accepted internationally,” said Yusuf.
Yusuf also emphasized that Viva Cosmetics, which is the oldest cosmetic in Indonesia, is very proud to be able to support Paris Front Row 2022.
“Actually, we don’t just support Paris Front Row. We have been consistent since 1962 until now to support the creative industry, including young people, in various ways. As we are doing now, which is routinely holding contemporary challenges via Instagram, so that these millennials will be more enthusiastic to work,” Yusuf said, adding that the creative and cosmetic industries must also coexist.
The Paris Front Row was held on a cruise ship along the Seine River in Paris. The goal is to introduce the potential of Indonesian designers more in the global market, especially in Europe which has a major influence on the world’s fashion industry.
This year, the Front Row series of events consisted of a fashion showcase, business matching, and pop-up store in Paris.
During the Paris Front Row 2022, Viva Cosmetics fielded three leading Make Up Artists, namely Mariyani Agustini, Hilga Dwi Pambudi, and Setyo Harysoesanto.
According to Hilga, the Paris Front Row 2022 was a new experience and challenge for her.
“Honestly, this was a new challenge for me because I had to use one brand Viva Cosmetics. In addition, it was also required to be fast. Because within 4 hours, my team and I had to makeup and hairdo 32 models,” said Hilga, who has experience doing makeup for well-known Indonesian celebrities, such as Celine Evangelista, Ariel Tatum, to Yasmin Napper.
On the other hand, the National Chairman of the Indonesian Fashion Chamber (IFC) Ali Charisma, explained that in general, the Paris Front Row was on target, even exceeding expectations.
Stakeholders, buyers, media, and influencers in Europe were also present and positively appreciated the works of Indonesian designers.
“The cooperation or business transaction does not have to be instant now, but the potential for long-term cooperation. Such as representatives from Who’s Next and Tranoi, the largest B2B fashion trade show in Europe, who attended and opened up the potential for collaboration with them in the future. From this experience, we are optimistic that Indonesian fashion designers and brands can strengthen their products and businesses to be accepted in the European market,” Ali said.
At Paris Front Row 2022, Indonesian designers who showed their works included Novita Yunus, Sofie X Rose.Ma.Lina, Nina Nugroho, Mida Gita Fitria, Lisa Fitria, Lenny Agustin, Ali Charisma, Deden Siswanto, and several famous local brands.
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