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Indonesia beauty buying patterns for Cosmetic Leaders Forum 8 November 2017

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My presentation for Cosmetics Leaders Forum organised by CTFAS in Singapore on 8 November 2017. I cover the Indonesia cosmetics market and some key insights into the people and culture of Indonesia and how beauty brands can successfully engage. The findings are based on TapestryWorks Beauty Culture survey conducted in August & September 2017 along with work on beauty rituals in June 2017 and other sources.

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Indonesia beauty buying patterns for Cosmetic Leaders Forum 8 November 2017

  1. 1. Positive, Sincere & Natural Indonesia beauty buying patterns
  2. 2. Myths of Indonesian Beauty •Women are less engaged with beauty •Beauty is all about confidence •Halal is the key to success
  3. 3. Is Indonesia an important market for beauty?
  4. 4. 0 0 0 0 0 00 0 0 0 0 04 1 4 1 0 3 3 2 2 0 0 0 9 7 7 4 3 9 7 7 8 6 6 7 16 8 17 11 12 9 21 23 22 21 20 24 16 16 15 16 17 13 25 38 24 41 42 34 0% 20% 40% 60% 80% 100% Extremely interested (10) 9 8 7 6 5 Australia Thailand UK Indonesia Muslim Other Mean 7.80 8.34 7.79 8.56 8.68 8.16 41% of Indonesian women are extremely interested in beauty Source: TapestryWorks beauty culture survey, August & September 2017, n=1,214, “On a scale of 1 to 10, how interested are you in beauty?” Interest in beauty
  5. 5. On average women use facial cleaner, body lotion & lipstick most often, and between 6 and 7 products per day 0 5 10 15 20 25 30 35 Indonesia UK Australia Thailand Source: TapestryWorks beauty culture survey, August & September 2017, n=1,214, “How frequently do you use each of the following products?” Cosmetic products used daily Thailand 6.49 Indonesia 6.38 Australia 4.61 UK 4.57 Number of times per month
  6. 6. Indonesia is predicted to be one of the top 5 markets in 10 to 15 years 7.548 20.494 33.779 3.172 5.275 6.164 18.474 32.598 44.509 2010 2015 2020 (EXP) Skin care Colour cosmetics Others IDR Billion Source: Beauty & Personal Care in Indonesia (Euromonitor International, June 2016) CAGR =~ 11%
  7. 7. What do women want from beauty and is it all about confidence?
  8. 8. Beauty motivations as 6 emotional segments visualised and verbalised in StoryWorks® 0 0.1 0.2 0.3 SOPHISTICATION DISCOVERY PLEASURE AFFILIATION HARMONY ORDER
  9. 9. Indonesian women have a greater need for Order & Affiliation than others 0% 5% 10% 15% 20% 25% 30% SOPHISTICATION DISCOVERY PLEASURE AFFILIATION HARMONY ORDERThailand UK Indonesia Australia Source: TapestryWorks online survey of beauty culture, , August 2017, n=1,214, “What is beauty that you desire for yourself?”
  10. 10. Percaya diri is very important for beauty goals, but does it mean confident, hopeful, self-belief or all of them? Confident 63% percaya diri 31%41% Source: TapestryWorks online survey of beauty culture, , August 2017, n=300, “What is the beauty that you desire for yourself?” BAHASA LANGUAGE INDONESIAN IMAGESWESTERN IMAGES
  11. 11. Daily beauty routines are associated with more natural looks, fewer products and subdued colours, while formal occasions (e.g., parties) require more products and stronger colour schemes NATURAL DAILYPARTY FORMAL Morning Goals- preparing yourself for the day, giving energy and impetus Products used- skin care, moisturizer, suncream, water Day time Goals -Touch up, reconnect with self, break from routine Products used- face powder, cosmetics Evening Goals - Cleansing, intimacy Products used- lotion, moisturizer, night cream, sometimes face mask Special occasion Goals - Transform, empower, special Products used- face powder, cosmetic, spa and salon treatments
  12. 12. Daily beauty routines are associated with more natural looks, fewer products and subdued colours, while formal occasions (e.g., parties) require more products and stronger colour schemes Morning Goals- preparing yourself for the day, giving energy and impetus Products used- skin care, moisturizer, suncream, water Day time Goals -Touch up, reconnect with self, break from routine Products used- face powder, cosmetics Evening Goals - Cleansing, intimacy Products used- lotion, moisturizer, night cream, sometimes face mask Special occasion Goals - Transform, empower, special Products used- face powder, cosmetic, spa and salon treatments NATURAL DAILYPARTY FORMAL
  13. 13. Women want more sophistication from beauty than they have today 0% 5% 10% 15% 20% 25% 30% SOPHISTICATION DISCOVERY PLEASURE AFFILIATION HARMONY ORDER Beauty today Ideal beauty Correlation between “Ideal beauty” and “Beauty today” Australia 0.02 Indonesia 0.90 Thailand 0.94 UK -0.05 Source: TapestryWorks online survey of beauty culture, , August 2017, n=300, “What is the beauty you desire for yourself?” and “What is the beauty that you have today?”
  14. 14. 5 1 1 8 6 2 0 4 10 1 1 12 9 3 3 11 13 6 9 12 15 10 12 16 17 18 23 18 14 24 25 11 5 14 10 57 21 17 3 0% 20% 40% 60% 80% 100%Very happy 10 9 8 7 6 5 4 3 2 Very unhappy 1 Australia Indonesia Thailand UK T3B 26 % 59% 51% 19% B3B 30% 4% 2% 24% Mean 5.81 7.64 7.43 5.39 Indonesian women are very positive about their body image Source: TapestryWorks online survey of beauty culture, , August 2017, n=300, “On a scale of 1 to 10, how do you feel about your body image?”
  15. 15. Ways to enhance your beauty Indonesia Thailand UK Australia Personal effort and persistence 4th 5th 5th 5th Good diet 6th 1st 1st 1st Regular exercise 3rd 2nd 2nd 2nd Use the right make-up 5th 6th 6th 6th Find supportive friends 7th 7th 7th 7th Show your inner beauty 2nd 3rd 4th 3rd Smiling 1st 4th 3rd 4th Cosmetic surgery and treatments 8th 8th 8th 8th Smiling and inner beauty are important to enhance beauty Source: TapestryWorks online survey of beauty culture, , August & September 2017, n=1,214, “What are the most important ways in which your beauty can be enhanced? Please rank each option.”
  16. 16. What are the success factors for beauty brands and what is the impact of halal certification?
  17. 17. 50 23 21 21 17 12 32 6 5 3 4 4 0 10 20 30 40 50 60 Wardah Sari Ayu Maybelline NY Mustika Ratu Pixy L'Oreal P3M BUMO Which make-up brands are halal? % using in past 3 months & brand most often used Source: TapestryWorks beauty culture survey, August & September 2017, n=300, “Which make up brands have you used most frequently in the past 3 months, and which do you use most often?” Top 5 make-up brands plus L’Oréal (#10) Note that Wardãh is used most often by 2 in 3 of its users
  18. 18. 50 23 21 21 17 12 32 6 5 3 4 4 0 10 20 30 40 50 60 Wardah Sari Ayu Maybelline NY Mustika Ratu Pixy L'Oreal P3M BUMO 3 of the top 5 brands are halal % using in past 3 months & brand most often used Source: TapestryWorks beauty culture survey, August & September 2017, n=300, “Which make up brands have you used most frequently in the past 3 months, and which do you use most often?” Top 5 make-up brands plus L’Oréal (#10)
  19. 19. 56 26 19 23 19 13 28 13 27 12 12 10 0 10 20 30 40 50 60 Wardah Sari Ayu Maybelline NY Mustika Ratu Pixy L'Oreal Muslim Others Source: TapestryWorks beauty culture survey, August & September 2017, n=300, “Which make up brands have you used most frequently in the past 3 months?” Wardãh is the most popular make-up brand for all women (past 3 months use) % using in past 3 months
  20. 20. Halal is the explicit sign of Indonesian Muslim beliefs, but the word tulus (sincerity) reflects some of the implicit values
  21. 21. Indonesian women value natural looks and have a balanced view of beauty 0 10 20 30 40 50 60 70 80 90 100 A good night's sleep is important I always buy products with natural & organic ingredients I like to drink lots of water I enjoy experimenting with the way I look. I take regular exercise for my physical appearance I prefer make-up to look natural & effortless Beauty is as much about your mind as physical appearance My primary goal is a youthful appearance. Personality is more important than physical appearance. Natural ingredients are better for my skin Indonesia UK Australia Thailand Source: TapestryWorks beauty culture survey, August & September 2017, n=1,214, “How much do you agree or disagree with each of these statements?” % Agree
  22. 22. Wardãh looks and feels very natural
  23. 23. “soft, pure, elegant and modest” Source: Generation M: Young Muslims changing the world by Shelina Janmohamed (2016)
  24. 24. Wardãh is implicitly Indonesian Source: Wardah website @ http://www.wardahbeauty.com/en/about
  25. 25. Realities of Indonesian Beauty •Women are very positive about beauty •Although they occasionally need a confidence boost, women believe in themselves •Halal is necessary but not sufficient
  26. 26. Terima kasih culture sense for brands For more information contact: neil@tapestryworks.asia @neilgains (Twitter)

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