Currently, Jelita Cosmetics sells skincare products such as facial wash, serum, sunscreen, moisturizer, night cream, and others. While make-up products include foundation, loose powder, compact powder, lipstick, eye shadow, false eyelashes and many more. There are also beauty accessories such as eyelash clips, powder brushes, powder sponges, combs, bandanas, hair clips and so on. "The price of Jelita products is priced from Rp. 4 thousand to Rp. 300 thousand. For product brands that are sought after by consumers, they are Wardah, Something, Emina, Implora, Make Over, and other contemporary products. However, we will also launch skincare products with our own brand Jelita at the end of 2021," explained Michelle. The strategy for the success of the store in Surabaya, he also applied in Yogyakarta. Predictably, developments here are also progressing, so they can employ 12 permanent employees and dozens of freelance employees. Cosmetics Market Education The behavior of consumers of cosmetics or beauty products changes every generation. This is a challenge for Michelle. In the past, consumers tended to be less concerned about the problematic side effects of beauty products. On the other hand, consumers are now more intelligent and selective. "Millennial generation consumers are more intelligent and selective in choosing the right product. So, always pay attention to whether this product has a BPOMpermit, what ingredients or ingredients are safe or not for health and others, "explained Michelle. In order to work with consumers who are getting smarter, Michelle admits that she has a precise strategy that she has implemented so far, namely honest product reviews, developing shops and educating the beauty market. "I am always honest in reviewing beauty products. If the product is bad, I say bad, but if it's good, I say good. So, I have to try it directly on my face, then do a review. And this effort makes my followers grow even more, because they like what I recommend as it is," he explained. In store development, Michelle will focus on working on the online market because the market potential and prospects are glowing like the results of skincare products. " he said. Michelle who is active in the media continues to educate the public, especially potential buyers through informative content about the ingredients and benefits of each product offered, as well as how to apply their use. Reference: https://marketing.co.id/jelita-cosmetics-toko-kosmetik-original-dan-berizin-bpom/ Question Identify the Distinctive Competence, Sustainable Competitive Advantage, and Positioning of Jelita Cosmetics! Why does Jelita Cosmetics need these three things to survive in the competition?Jelita Cosmetics, Toko Kosmetik Original dan Berizin BPOM Continuing the business of parents is one of the common things that many people do. As did Michelle Valencia, the owner of the Jelita Cosmetics chain store who chose to continue the business her parents started in 2005 in Surabaya. Initially, Michelle often helped her parents to manage the business so that there were many customers. However, the activity had a vacuum when he continued his studies abroad. After earning a bachelor's degree from Nanyang University of Art, Singapore, he returned to Surabaya and returned to help his parents' businesses. Michelle has made many breakthroughs in developing the Jelita Cosmetics Store, from what was conventional to a more modern one. These include providing cash registers, arranging more eye- catching and attractive products and implementing digital marketing strategies. One of the digital marketing implementations is marketing products online through social media and joining a marketplace that is synonymous with fashion and life style products, such as Shopee. "The online market response is very enthusiastic," he explained. Over time, Michelle got married and her husband happened to live in Yogyakarta, so she followed him. Then, she opened a Jelita Cosmetics store branch in Yogyakarta in 2018. The location is at Jalan Kaliurang KM 5 CT III, Sleman, Yogyakarta. According to Michelle, the Jelita Cosmetics Store in Surabaya, which was established earlier, was visited by more mothers or salon owners. The reason is, this store is quite large and serves retail and wholesale sales. The product preference that is more in demand by consumers in this 'City of Heroes' is make-up. That is why, the composition of products sold by salon equipment dominates over skincare. Meanwhile, the Jelita Cosmetics Store in Yogyakarta, the average buyer is young people. This is in accordance with the condition of the city which is dubbed the 'Student City'. And the products that are in demand are skincare at prices that are affordable by the pockets of students and college students. Michelle claims that Jelita Cosmetics has many advantages, although competition in this business is fierce and online consumers tend to be disloyal. So, what did he do? Guarantee that the products sold by Jelita Cosmetic both in Surabaya, Yogyakarta and online are 100 genuine and licensed by BPOM. Another attraction is the price of the products marketed by Jelita Cosmetics below the market. This is because this store has adequate warehouses to store around 10 thousand SKUs of products from hundreds of imported and local brands. "It's like, Jelita sells retail products, but the price is wholesale, " he added