VALIDASI KELAYAKAN PEMASARAN DIGITAL UNTUK MEREK SKINCARE PRA-PELUNCURAN: PENERAPAN KERANGKA INNOVATION SWEET SPOT

Abstract

Innovation feasibility validation becomes crucial for pre-launch brands with limited resources facing digital market dynamics. This study validates digital marketing strategy feasibility for L'Essaine, a pre-launch skincare brand, using the Innovation Sweet Spot framework comprising Desirability, Feasibility, and Viability (DFV) dimensions. The research employs a qualitative approach with mixed methods including target audience surveys (n=42), technology implementation testing, and comprehensive financial analysis. Results demonstrate strong validation across three dimensions: desirability with 85% target audience alignment, confirmed feasibility through successful implementation with available resources, and demonstrated viability with 83-94% cost reduction enabling sustainable operations. Innovation Sweet Spot analysis confirms that AIGC-based digital marketing strategy occupies the optimal intersection of market demand, technical capability, and business sustainability. This research provides practical contribution through systematic validation framework for pre- launch brands and theoretical contribution in applying DFV framework within Indonesian digital marketing context. Findings support full strategy implementation with sustainable growth projection.