STRATEGI BISNIS MARKETING INTERNASIONAL WARDAH KOSMETIK DALAM EKSPANSI EKSPOR

Cosmetic products have developed from time to time and are increasingly recognized by women. It is important for women to maintain their appearance. Moreover, this can be seen from the daily life of a woman using a cosmetic product that is halal and can indeed be a hope for Muslim women. Cosmetics are materials used on the human body that aim to beautify, treat, clean and protect the health of the desired body parts. The provisions of Islamic law include aspects of halal, haram and unclean. If uncleanness sticks to our bodies, then it can affect the validity of the worship performed by a Muslim. Provisions regarding cosmetics must be halal and free from impurity, this has also been legally-formally stipulated in Law No. 33 of 2014 concerning Guarantees for Halal Products. Currently, with various routines that are carried out, both the need to take care of themselves so that the skin remains healthy and bright, women are competing to find cosmetic products that are safe to use both in the long term and do not lead to dependence and what's more, these products are halal certified. In the marketing mix there are several marketing tools consisting of product, price, place, promotion. International Business Strategy for the Wardah Cosmetics Brand in export expansion to market Halal cosmetic products. Research on the strategy of the Wardah Cosmetics brand in marketing Halal cosmetic products. The researcher analyzed the communication strategy using the theory of communication strategy, which revealed that communication strategy, which means a combination of communication planning and communication management to achieve the stated goals. Wardah Cosmetics tries to be a part of women's life with the aim that consumers know the benefits and types of products.