By Lizzie Parra: The Game Changer of Local Beauty BrandsUpping The Tempo / Lifestyle
Annisa Puspa Andira
Fazrah LR Heryanda
‘You are beautiful’ is a line that should be awarded to every woman out there. But, it’s been a long time since women have unconsciously been ‘fed’ by a beauty standard—you are beautiful if you have a skin color that everybody wants—you aren’t beautiful because your facial features aren’t proportional. You think that you should possess a white-pale skin, or you feel like you need to be extremely thin so people would appreciate you. And that was what encouraged Elizabeth Christina Prameswari, known as Lizzie Parra (@bylizzieparra), to break the perception in the beauty industry. To prove that everybody could have a chance to give positive influence to the local beauty scene. Through its brand By Lizzie Parra (BLP), Lizzie Parra invites every woman to see the beauty in diversity.
Started as Product Executive in one of the multinational cosmetics companies, Lizzie Parra didn’t think that she would have her beauty brand in the future. During her time there, Lizzie came to know about the supplier and distribution chain in the industry. Lizzie even had worked as Sales Promotion that gives plenty of experience and knowledge that made her a beauty-prenuer like today. After two years of work, Lizzie resigned and continued her career as a make-up artist. Focused on her career enhanced Lizzi’s skill grow and grow more after. Word of mouth helped her, so when her work as a make-up artist being acknowledged, soon she gets lots of offers to collaborate. Aside from that, Lizzie loves to share, so, she continually giving knowledge to the audience about what need to know about beauty products and make-up tutorials on her blog lizzieparra.com. Since then, the name of Lizzie Parra come on the radar as a beauty influencer.
“In fact, beauty is not only measured physically."
Over time, in her busy schedule life as a make-up artist and beauty influencer, Lizzie began to feel that there were zero local beauty products that ‘fit’ with what she expected. Moreover, there has been a stereotype about beauty which is still considered sort of an agreement for women. “Young woman today still sensing beautiful if their noses are sharp, their hair is long, their bodies are thin, and their skin is white. In fact, beauty is not only measured physically.” Based on that thought, Lizzie also felt that she had another call to make a difference. “Beauty isn’t only from an existing standard, but there is more value in it, which one of them is inner beauty. And to radiate inner beauty, self-confidence is key. That’s where I thought about making my make-up because I believe make-up can be a medium to increase self-confidence,” as Lizzie recalled the beginning of BLP.
BLP, which has been established since 2016, has become one of the most popular local beauty brands. Take a look at how BLP turned a successful business from online to offline. Today, BLP has established five stores in 3 different cities, and people have wanted BLP to come to their hometown. However, for Lizzie, BLP isn’t just a product to be sold and bought but also as something worth value. “The initial mission of BLP itself was as empowerment, especially for women, which till today we still hold on to it. Anyone can try BLP products. Whatever background, skin type, or personality, we are very welcome for them to know more about BLP,” as Lizzie explained. Not only that, Lizzie hopes that through BLP, women will realize that being beautiful is how to become a better person. In truth, she believes that inner beauty provides long-lasting beauty.
"Beauty is diverse and relative. Others can see beauty differently, and so do we. I believe each one is unique, and we must remember to appreciate one and another."
Those commitments focused on how to make a product that always emphasizes the power of inner beauty succeeds in creating a great impression on the local beauty scene. No wonder, people become fond of this product as BLP approaches it on relatable—as real as possible. Both in online or offline experience, BLP tries to give a warm experience where the customer feels comfortable to talk about the products that fit them. From the campaign, content, branding, and product BLP is always putting an effort to make it real and related to women today. BLP doesn’t limit the content to particular facial types or skin colors, even the model varies, from hijabi to the curly hair, from individual to the pals. So, what they have been longing—a local product that is a part of them is genuinely exist. Therefore, BLP reckoned diversity is also something to be encouraged, so everybody will understand that uniqueness in diversity should be embraced. “Beauty is diverse and relative. Others can see beauty differently, and so do we. I believe each one is unique, and we must remember to appreciate one and another,” said Lizzie.
Hoping to share as much as an uplifting message about how people would perceive the beauty, BLP still has a long way to go. Turned out BLP slowly but surely gave a more significant impact than she expected or imagined. “I got tons of private message very often from various BLP consumers to tell how they were inspired by what BLP achieved. Most of them said that their self-esteem and confidence was increasing and it helps them greatly to overcome the problems they’ve faced,”, told Lizzie. And those messages motivate Lizzie to give more by developing BLP to be indeed a brand that is not only inspiring—but flourishing while making a difference.