Value Proposition Testing for Mad For Makeup

Cosmetic items are now an essential part of everyone’s everyday life. Moreover, the global cosmetics business is predicted to experience significant growth in the upcoming years due to the broad integration of cosmetic products into the everyday routines of modern individuals. Indonesia’s market is in a similar state with regard to the cosmetics business. Given the enormous potential for growth in the Indonesian cosmetics sector and the increasing level of competition in the domestic cosmetics market, the local cosmetic brand Mad For Makeup aims to enhance its business in order to meet its goals, stay competitive, and establish a connection with its target market. Because of this, the business must enhance and validate its value proposition to guarantee that the values it offers are in line with what its customers actually want. This study validated the value proposition hypotheses for Mad For Makeup using the 4-point Likert scale survey method. The validation stages are interest validation, preference validation, and willingness to pay validation. The results of the validation steps show that the value proposition hypothesis related to skincare products that maintain healthy skin is the most attractive and the most relevant value proposition to customers.