Reflecting on a recent initiative with a long-time partner, Key Account Manager Hengky ‘Fernando’ Susanto speaks candidly about the strategy and execution behind a project that perfectly illustrates Caldic’s commitment to innovation and long-term value creation.
“We understand that building a sustainable partnership with a principal goes beyond solving problems when they arise. It’s about proactively finding opportunities to add value, even before challenges present themselves.”
That philosophy came to life through a recent collaboration between our commercial and R&D teams. The goal: to elevate the principal’s ingredient portfolio by formulating a prototype that not only highlights its capabilities but also aligns with emerging trends in the personal care market.
“Our commercial and R&D teams worked closely to identify a high-impact ingredient from their lineup,” he explains. “We knew we had a chance to build on their portfolio and take it a step further.”
The selected ingredient, a natural active used in skincare formulations, was chosen with precision. “Natural actives are a strong trend right now, and it checked all the right boxes -from efficacy to clean-label appeal,” he notes.
“With the upcoming Indonesia Cosmetics Ingredients exhibition in mind, our commercial team began mapping out a strategy. While our R&D team quickly moved to create a prototype that would demonstrate the ingredient’s potential in a modern skincare application.”
Fernando emphasizes that this wasn’t a standalone effort. “It was one of three innovative formulations we developed for the exhibition, each designed to support and promote the strengths of our principal’s portfolio,” he says. Behind the scenes, the marketing and commercial teams were already segmenting customer groups, identifying which markets would be most responsive to the prototype’s story.
From Fernando's perspective, this kind of end-to-end collaboration is what defines Caldic’s approach to principal engagement. “We’re constantly driving innovation—not just in formulation, but in how we think, plan, and partner.
For the creation of the prototype, the Caldic Indonesia team won the Ruby Award, i.e., second place, at the Indonesia Cosmetic Ingredients in 2022.
Los consumidores quieren cuidado personal eficaz, ético y sensorial. Integramos experiencia en formulación con un portafolio global de ingredientes naturales, activos y especiales. Juntos hacemos realidad conceptos de belleza limpia, de forma responsable y a escala.
