Introduction of Rice Bran Skin Toner in Indonesia

Abstract

Known as a component of chicken feed in Indonesia, rice bran has been recognized as a residue of rice processing and as a subject that has no value as a consumer product. However, Japanese traditional pickles using rice bran have been highlighting its nutritious values and recent physiological studies are proving its benefits as a skincare product. Along with a cascade of K-pop culture popularity, rice bran can be leveraged into skincare toner to penetrate the Indonesian cosmetic market. According to such backgrounds, the Generation Z segment is a main target of rice bran skin toner. The product will be branded as a made in Japan with a relatively low price and sold at convenient retail outlets using SNS-oriented ads and sales promotions. Challenges lie in how to alter the consumer image of rice bran from chicken feed to casual cosmetics for youth. Effective marketing promotions should mention repeatedly that rice bran skin toner is a fashionable and sustainable brand from Japan contributing to the universal surge in SDGs.