Distributing beauty products in the general trade channel requires a different approach from other categories. Many stores across West Java are not yet accustomed to selling skincare and cosmetics — they may not have dedicated shelf space, store owners may not be familiar with the products, and nearby consumers may not know that these products are available there. Therefore, this category requires a team that goes directly to stores, engages with store owners, helps arrange product placement, and returns regularly to ensure products continue to move. PSS’s field team builds this market one store at a time, until repeat purchases are established.