In an ever-evolving market landscape, PZ Cussons, a 142-year-old consumer goods giant known for beauty, hygiene, and baby products, has been investing in innovation and brand development. Founded in 1884, the company has established itself as a leader in the sector, with a product range available in nearly every store selling washing and bathing items. Recently, Jonathan Myers, the company’s chief executive, emphasized the need for continuous effort in competing for consumer purchases. Aware of the shifting retail environment, PZ Cussons is striving to remain at the forefront of online shopping trends that emerging brands are capitalizing on. Myers pointed out that many recent entrants in the market leverage social media platforms, particularly TikTok, to connect with consumers and drive sales. This strategy underscores the significance of adaptation in a competitive landscape where staying relevant often translates into success in consumer engagement and transaction. In Indonesia, PZ Cussons has been actively testing new sales approaches, including a novel live-streaming channel originating from its factory. The adaptation to innovative selling methodologies is crucial, especially as TikTok's e-commerce capabilities have seen remarkable growth—reportedly more than 600%—in areas where PZ Cussons operates its TikTok Shop. This development highlights the necessity for established companies to embrace and integrate digital platforms into their sales strategies. Regarding the UK market, Myers noted an observable trend toward quick commerce, particularly in urban areas. The interaction of social media and shopping is blurring the lines traditionally separating retail and digital marketing. This new dynamic, according to Myers, requires players in the market to be vigilant and proactive. Acknowledging the challenges posed by competition, he asserted that the increased rivalry keeps the company on its toes, indicating that complacency is not an option for PZ Cussons as they navigate the modern marketplace.