Indonesia's personal care industry is currently undergoing a significant transformation, particularly with the surge in consumer interest in local perfumes offering authentic scent characters. Seeing this opportunity, Timothy Harlan, a 2024 graduate of the Creativepreneurship study program at BINUS @Bandung, ventured into the business world by establishing Scent Avenue.
Scent Avenue emerged as an antithesis to the dominance of existing perfume products in Bandung. Timothy revealed that many consumers are still trapped in common general perceptions about perfumes, even though local products offer equal or even superior quality. Together with his business partner, he initiated the brand with an approach focused on unique character and a distinct customer experience.
The process of building Scent Avenue was not a short journey. Timothy shared how he and his team had to work hard from scratch, starting from building the brand identity and conducting research to find quality brand partners, to formulating a precise marketing strategy. His strategic role in brand development proved capable of positioning Scent Avenue as a new player with a strong distinctive identity in the eyes of the public.
This success is inseparable from the educational model at BINUS @Bandung, which emphasizes hands-on entrepreneurial practice. Timothy mentioned that the courses he took not only equipped him with theory, but also trained his communication skills, networking, and the art of business pitching. The experience of discussing and collaborating during his studies became a crucial instrument when dealing with business partners and international perfume brand owners.
For the younger generation who are hesitant to start a business, Timothy shared an inspiring message to stay brave and take steps forward. “Do it scared. True bravery doesn't mean having no fear, but continuing to step forward despite the shadow of doubt,” he concluded. Timothy's story is tangible proof of how the integration of creative education and innovation can transform students' ideas into businesses that add value to the local economy.
