Indonesian Market in the Perspective of World-Class Perfumery

Malang, JATIMLINES.ID – The Grasse van Java International Exhibition 2025 by Depo Aroma Malang was held at the Malang Creative Center (MCC) on January 25–26, 2025. This event featured speakers and perfume experts from abroad, including Jeremy Akoum from France, who serves as the Managing Director of TechnicoFlor Parfums Jakarta, Friday (7/2/2025).

Jeremy Akoum is a French national who earned a Bachelor’s Degree in Sales and Marketing from the American Institute of Technology, Sophia Antipolis, and later pursued a Master of Science (MSc) in Marketing Operations in Tourism and Travel Services at SKEMA Business School. At the age of 23, he decided to stay in Asia, starting in the food and beverage industry, particularly in the bakery sector.

He believes that food is not just something to be eaten but also a source of attraction through its aroma. This belief led him to transition into the fragrance industry. In 2006, he moved to a company in Thailand to analyze the fragrance market and later relocated to Indonesia in 2019. He partnered with TechnicoFlor Parfums Jakarta in 2021 and has been handling the Indonesian market ever since.

The fragrance industry in Indonesia is significant for several reasons. First, Indonesia has a large population. Second, the majority of the population is Muslim, and many Muslims use fragrances, leading to high consumption levels. Third, and most importantly, Indonesians are highly attentive and appreciative of scents.

“Compounding fragrances can be dangerous as they are highly flammable. Therefore, they must be handled with care. Today, if you want to ensure quality in your products, you need people with sensitivity and passion for what they do. For example, Indonesians who love fragrances treat them with care and are eager to learn, humble, and keen to improve. This synergy makes everything flow smoothly both professionally and personally,” said Jeremy Akoum.

The perfumery industry varies significantly across countries due to differences in preferences and market demands. French perfumers who wish to work in Indonesia must understand the local culture and consumer preferences. While they can bring their expertise, they must also adapt to the Indonesian market.

“You may have excellent technical skills, but in terms of market understanding, you start from scratch. It is crucial to observe, learn the correct dosage, and balance the fragrance. Dosage plays a significant role in Europe and the Middle East, but in Indonesia, it is not always 100% applicable. We need to adapt to the market,” he added.

The way a fragrance smells is also influenced by various factors, such as diet, climate, humidity, and body chemistry. This means that a scent that suits one person may not necessarily suit another.

Indonesia presents a vast market with various challenges, including competition. The key challenge is building relationships with customers, sharing experiences and expertise before discussing business, power, performance, and pricing. Trust is the foundation of a successful relationship. Another significant challenge is the language barrier, which can make it difficult to communicate ideas effectively. Additionally, dealing with regulatory authorities is complex, as laws are constantly changing and being updated.

“Believe in your imagination; fragrance is a way to communicate. Be creative and imaginative. Don’t pursue something just because others say so. Choose a career you love and use fragrances to express your feelings and perceptions,” concluded Jeremy Akoum.