Social and Cultural changes taking place in modern Indonesia. And what are the few key things brands talking to Women in Indonesia should know about.

1. THE TRANSFORMING FACE
OF INDONESIAN WOMEN
CULTURAL & SOCIAL CHANGES FOR BRANDS
TALKING TO WOMEN IN INDONESIA
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3. DIFFERENT LIFESTAGES OF INDONESIAN WOMEN
SCHOOL/ UNIVERSITY/ FREEDOM JOBS/ CAREER/ MONEY JOBS/ CAREER/ HOME/ RESPONSIBILITY
12 – 15 Yrs 15 - 21 Yrs 21 - 27 Yrs 27 - 36 Yrs 36 - 45 Yrs
DRIVING FORCE: CREATE AN OWN DRIVING FORCE: DRIVING FORCE: NURTURER OF THE BEST
IDENTITY. MAKE A MARK FAMILY.
PROFESSIONALLY
PERSONALITY: PERSONALITY: PERSONALITY:
YOUNG, VIBRANT,
YOUNG, VIBRANT, EDUCATED, TECH-SAVVY, MODERN YET TRADITIONAL, EDUCATED,
EDUCATED, TECH-SAVVY,
OPTIMISTIC, CAREFREE, ACTION ORIENTED FAMILY ORIENTED, IMMACULATE, CLEAN,
OPTIMISTIC
POSITIVE, VALUE CONSCIOUS
BEAUTY TO THEM: BEAUTY TO THEM:
OUTER LOOKS, PHYSICALLY FIT, NATURAL OUTER LOOKS, PHYSICALLY
BEAUTY TO THEM:
GOOD LOOKING AND FLAWLESS BEAUTY, FIT, NATURAL GOOD NATURAL BEAUTY, PHYSICALLY FIT, INNER
ATTRACTIVENESS LOOKING AND FLAWLESS BEAUTY AND HAPPINESS, ATTRACTIVENESS
BEAUTY, ATTRACTIVENESS
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4. DIFFERENT LIFESTAGES OF INDONESIAN WOMEN
LIFESTAGE 1
SCHOOL/ UNIVERSITY/ FREEDOM
12 – 15 Yrs 15 - 21 Yrs
DRIVING FORCE: CREATE AN OWN
IDENTITY.
PERSONALITY:
YOUNG, VIBRANT, EDUCATED, TECH-SAVVY,
OPTIMISTIC, CAREFREE, ACTION ORIENTED
BEAUTY TO THEM:
OUTER LOOKS, PHYSICALLY FIT, NATURAL
GOOD LOOKING AND FLAWLESS BEAUTY,
ATTRACTIVENESS
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5. KEY DRIVING FROCE OF INDONESIAN WOMEN
ME LIFE IS FUN
MINE LIFE IS FREEDOM
MYSELF LIFE IS DOING MORE
A career oriented woman in Indonesia can be
described in the following order of importance:
1. BEING ATTRACTIVE
2. BE A COOL CAT
3. INNER SUBSTANCE, OUTER CHARM
4. HUNGER TO DO DIFFERENT THINGS
In Indonesia, today life is all about Optimism and
opportunity. More intercity migration for better
opportunity and brighter future.
Enjoying career & social life and living to the fullest
without any societal pressure.
Not being tied up and being pressured to complete
their life by moving on to the next stage – marriage
& family.
More time and resources to spend on themselves
therefore make the most of it now before age and
responsibility sets in.
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6. YOUNG WOMEN ADDICTED TO TECH
From this diagram, we can see that among 15.5 million
female Facebook users in Indonesia, 45.15% of them are
between the age of 18-24 years old (almost 7 million
people), and 31.76% of them are between the age 13-17
years old (almost 5 million people).
The real
fashionholic in
Indonesia are
used to have
Lookbook
account, and this
made them to
establish fashion
community
named
Lookbook
Jakarta. This
community
share
information,
pictures, stories,
and even
gathering. They
do also have
Facebook fan
page McCann Worldgroup

7. YOUNG, RESTLESS AND WOMAN ON TOP
PUBLIC DISPLAY OF STRENGTH AND EQUALITY
Riset Koalisi untuk Indonesia Sehat (Coalition Research for Healthy
Indonesia) involving 3,040 female respondents age 13-25 years old found
the results of why do the young women smoking. 54.45% teenager and
women smoking to relieve their tension and stress. The other, 29.36% said
that it‟s for relax, 12.84% are smoking to be like a man, 2.29% said it‟s for
friendship reason, and 0.92% answered that they do that in order to be
accepted in the peer group.
WEAR IT, FLAUNT IT.
Tattoos have become the new attitude statement for the young
Indonesian women. They have started shredding their
conservative view religion and society and started embracing
an attitude of independence and daring. “Anything that a man
can do, I can do as a woman too.”
Popular Indonesian female actress with tattoos : (from left to right)
Fahrani and Olla Ramlan
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8. DIFFERENT LIFESTAGES OF INDONESIAN WOMEN
LIFESTAGE 2
JOBS/ CAREER/ MONEY
21 - 27 Yrs
DRIVING FORCE:
MAKE A MARK
PROFESSIONALLY
PERSONALITY:
YOUNG, VIBRANT,
EDUCATED, TECH-SAVVY,
OPTIMISTIC
BEAUTY TO THEM:
OUTER LOOKS, PHYSICALLY
FIT, NATURAL GOOD
LOOKING AND FLAWLESS
BEAUTY, ATTRACTIVENESS
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9. KEY DRIVING FROCE OF INDONESIAN WOMEN
PLAY FINANCIAL INDEPENDENCE
WORK PROFESSIONAL CAREER
GROW RECOGNITION & SUCCESS
A career oriented woman in Indonesia can be
described in the following order of importance:
1. BECOMING A BETTER EMPLOYEE
2. TAKING ON MORE CHALLENGING ROLES
3. HANDLING WORK-HOME BALANCE BETTER
4. BECOMING MORE SOPHISTICATED
More women are now forced to seek employment to
keep the family going and to bear the rise in the
increased prices of most items.
Working women are also fast becoming smarter
consumers by demanding better value and quality
products.
Finally working and earning on their own is making
them more self reliant and therefore becoming a
stepping stone of future securities.
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10. GROWING NUMBER OF WORKING WOMEN
According to the latest MasterCard Index of Women‟s
Advancement (MCIWA) Indonesia is the fastest growing nation
in SEA when it comes to women empowerment and workforce
participation. The numbers have increased by 45% in the last two
years. With an overall score in the MCIWA Index, Indonesia 5th
largest market for women worthy of credit rating.
In Indonesia, the number of working women is increasing in
every possible field. The numbers grew to 9.3 Million in 2008 –
2009 with an average income of USD 2200. per month. Today
women are taking the helm of running the show at home and
supporting the economic needs of their families.
In a recent survey conducted by Neilsen, 96% of women in high
school wants to find a decent job after they complete their
education.
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11. TRADITIONAL FASHION INFUSED WITH WESTERN
ATTITUDE
The latest style statement is Hijab Fashion. Plenty of new fashion
designers from Indonesia have made Hijab the most popular
fashion statement for women. Traditional yet the most modern
style statement. Social Media is emerging as the hottest media to
spread the word.
Popular sites are:
Welovehijab.com
Hijabfashion.net
Hijabtrendz.com
Not only famous accessories shops in shopping mall (e.g. The
Little Things She Needs, Naughty, Cindy) , even there are plenty
online shops in Facebook selling their own hand made
accessories stuff. Accessories don‟t give function, but they do
create fashion statement.
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12. DIFFERENT LIFESTAGES OF INDONESIAN WOMEN
LIFESTAGE 3
JOBS/ CAREER/ HOME/ RESPONSIBILITY
27 - 36 Yrs 36 - 45 Yrs
DRIVING FORCE: NURTURER OF THE BEST
FAMILY.
PERSONALITY:
MODERN YET TRADITIONAL, EDUCATED,
FAMILY ORIENTED, IMMACULATE, CLEAN,
POSITIVE, VALUE CONSCIOUS
BEAUTY TO THEM:
NATURAL BEAUTY, PHYSICALLY FIT, INNER
BEAUTY AND HAPPINESS, ATTRACTIVENESS
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13. KEY DRIVING FROCE OF INDONESIAN WOMEN
MARRIAGE MULTIPLE ROLES
FAMILY MULTIPLE RESPONSIBILITIES
CHILDREN MULTIPLE PRESSURE POINTS
A well-defined woman of Indonesia can be
described in the following order of importance:
1. FIRSTLY A WIFE
2. WELL BEHAVED DAUGHTER IN LAW
3. A GOOD MOTHER
4. HOUSEHOLD ECONOMIC SUPERVISOR
Responsible for the happiness of her husband &
children. Plan to devote her entire life to take care of
her family‟s well-being
Social life exists but revolves around family life
Her child‟s achievements are her success and pride –
seeking for ways for self-actualization by being a
„great mother‟ who raises „great children‟
Some have economic activities – catering, cake
selling, selling clothes/bags/accessories – to earn side
income and „kill time‟ as the kids spend more time at
school
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14. GREATER EXPRESSION & GROWING NUMBER OF
SEPERATION
In Indonesia, the old tradition of woman should obey every
command of their husband no longer applies. The norms are
being broken by women who are working, earning and holding a
position of power due to their work and getting recognized for
the same.
This power play equation is also being reflected in marital
relationships, often driving separation and divorce.
.
Aa Gym, Teh Nini, and Teh Rini (her
second wive)
High profile cases like Aa Gym (popular Islam preacher) and Teh
Nini, sued by Teh Nini because Aa Gym made polygamy by
Ussy Sulistiawati and his
marrying another younger woman.
ex-husband
Another case is the divorce of Ussy Sulistiawati from her rich
business man husband because of Ussy‟s objection to become a
housewife.
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15. ROLE REVERSAL AND THE BIRTH OF MOVEMENT
TIME TO SPEAK UP FOR INDONESIAN WOMEN
Indonesian women is now tougher and more
competitive. We had female president, and there are
plenty success and inspiring other Indonesian women
leaders, such as : Betty Alisjahbana (former General
Manager for IBM Asia Pacific and Iim Fahima Jachja
(CEO of Virtual Consulting).
Iim Fahima Jachja
Betty Alisjahbana
START A MOVEMENT
With the ease of social media and digital world, it‟s much easier to start a
business. StartUpLokal is more than that. #StartupLokal was initiated by Aulia
Halimatussadiah (Ollie @salsabeela), Natali Ardianto (@nataliardianto), and
Nuniek Tirta (@nuniek). All of them are female.
The organizers have great reputations as founder and owners of famous startups
in Indonesia.
An average of 200-335 people participated on #StartupLokal Meetup and it keeps
growing. The topics of the meetup varies from communication, branding, public
relation, investment, and all the topics that have connection to startup scene.
#StartupLokal meetup v17, focused on women entrepreneurs
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17. THE TRUTH ABOUT BEAUTY & HAIR CARE
Beautiful as I‟m Oriental beauty codes
Wheatish Whitish
Natural Products Expertise Products
• The younger generation of women in Indonesia are caught between a tremendous battle between
their “Natural Looks” and adapting the “Oriental Beauty Codes.” This trend is being driven by the
latest K-POP/ K-KULTURE Media attack they have been exposed too, in the last three years.
• Korean celebrities leading the image.
• SUPER STRAIGHT HAIR | SUPER SLIM BODY | SMOOTH FAIR SKIN
• FAIR SKIN IS HIGHLY ASPIRATIONAL. Even the chinesse ethnic female, are using whitening products. Women
are willing to experiment with different hair and skin products and often reading up on internet to
understand and know what products are experts and help them get the desired looks they want.
Internet has become the main source of information and women spending more time acquiring knowledge by
reading and participating online forums and taking expert tips.
• Regular salon treatment like hair creambath – body scrub, is now taken at home on weekends. They are
also buying new innovative products like hair vitamin, skin vitamin/pills to supplement their
beauty regime.
• The 30-40 are more serious into natural product & ingredients, and they tend specially for personal care. But the
45-55 yo, surprisingly, despite their knowledge and close experinece with herbal/natural product in their younger
age, they clearly very open to new product and technological expertise with ingredients with the
prommise of instant / higher efficacy.
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18. AS THEY SPEAK OUT
“Inner beauty is like when you have self
confidence, it shows. Inner beauty is
“Ah, as long as it comes from big elegance ... So natural you don‟t have to
brand, i believe it. They will not lie put on make but you are already look
right? It‟s too risky for them too” beautiful. Just so natural. I think when
– , 19 Yrs you are older, inner beauty start showing.
It emerge from inside of you”
- Yucca , 5 Yrs
“If you are beautiful but your family is not
happy, what good is it? .. Everythign needs a “I notice, that If a girl is neat
balance. I like Widyawati.. She is beautiful, no and clean, men like it, because
scandal in her marriage, her kids is doing that means that she will be a
allright. As a women, she is smart to balance good wife, takes good care of
it all. Public and personal life” (45-55) the house and kids later” (30-
- Anggie ,46 yrs 40)
- Rizky , 33 Yrs
“If you are beautiful but your “I feel that compliments
family is not happy, what good is from friends or relatives “I would rather get compliments
it? .. Everythign needs a balance. I is nicer to hear. I like from a guy , they will say what they
like Widyawati.. She is beautiful, no that. I don‟t think mean. A girl will say that, but inside
scandal in her marriage, her kids husband will say whe must feel envious, or not sayign
is doing allright. As a women, she something significant it sincerelly. Even between good
is smart to balance it all. Public about my look anymore” friends, we do envy each other right”
and personal life” (45-55) (45-55) (20-25, 30-40)
- Tania , 37yrs - Ambar, 26 yrs
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19. THE TRUTH ABOUT BEAUTY & HAIR CARE
Clean Impression Inner Beauty
Looking Good Self Confidence
High Fashion Not Sexy & Ostentatious
• Women in Indonesia wants to display a clean impression which is an absolute must in most major cities
given the tropical and highly humid weather of the country coupled with high level of pollution.
However, inner beauty and looking good through good food, good exercise and good nature is more
important than just creating an outer impression. Clean impression also has an effect of the subtle class
system that prevails in Indonesia, which means the woman comes from a higher class and has high personal
hygiene standards.
• Indonesian women emphasis on good looks because of the after effect it has on their self-confidence,
which in turn makes them smarter in areas like work, social gathering and hang out with peers.
Looking good has a greater social acceptance in the fragmented social fabric of Indonesia. Makes her more
approachable and therefore more smarter.
• Indonesian women wants to be stay fashionable even willing to spend more high couture but no way they want to
be seen as improper, vulgar or inappropriate in the society. Harajuku is not acceptable but hot pants is
HOT!
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20. AS THEY SPEAK OUT
“Sleek hair and fair skin, makes it easier to
“Clean and neat .. Because we give a „neat‟ impression. And also important is
spend a lot of time outside, on the that you follow what‟s „in‟ now. Accesories is
road, and the sun and pollution is easiest to have. The „in‟ thing is Korean ... Oh, I
high ... So people get messy easily. loovvveee Korean artist, they are so good
It‟s not nice to look at” looking” - Yucca , 5 Yrs
– Alisha, 19 Yrs
“At home we have kids to take
„It‟s fact that old people tend to look dirty care, but at the office we need to
and messy easily. Our body is not slim, look sharp and proffesional.
grey hair showing, and the wrinkles! .... So Nothing fancy and glamorous, but
what‟s important is when you look fresh, neat and a bit exclusive lah. Put
and you have your health, then you can on a bit accesories, nice blouse
still have your activity and attend faily and parfume”
gatherings, be active” - Rizky , 33 Yrs
- Anggie ,46 yrs
“You have to wear make up,
„At our age, the kids are at otherwise you feel too „domestic‟. But
colleague already.What‟s not too much, but people will know
important is you look fresh all the that you dress up, and takes care
time, and feel fit. Dress up neat about your skin and hair properly”
and polite .. It‟s not about hair - Ambar, 26 yrs
colour or lipstic”
- Tania , 37yrs
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21. THE TRUTH ABOUT BEAUTY & HAIR CARE
Beauty Regime Instant Gratification
Healthy Living Feeling Attractive
Simplicity n Realness Self Worth
• Women in Indonesia are slowly embracing “Instant Gratification” as a new lifestyle movement. With so much
to do and so little time in hand, they’re looking for instant solution in every aspect of their life.
Anything that makes their life easy and fast is acceptable. Across categories, this is a true reflection of our times.
• Feel attractive is an after effect of living a healthy lifestyle. Going to gyms, doing yoga, visiting a spa
are some of key activities that women in Indonesia are fast adopting too. So from the right choice of
diet and nutrition to living a balanced lifestyle is making a huge difference. Brands should take notice of this fact
while talking to women.
• Realness is another way of expressing the self-worth of women in Indonesia. They want things to be
simple and real. Anything that don‟t reflect these changing mindset of women are being rejected. From technology
to kitchen appliances to even choice of attire, it needs to highlight the self worth of a woman and their pride of
womanhood.
McCann Worldgroup

22. AS THEY SPEAK OUT
“I want to look nice and attractive, but “With more campaigns on improving women‟s
not „too much‟ that will attract health for example breast cancer awareness
everyone‟s attention in a dramatic way or cervix cancer prevention, I start to watch
or make me look „too obvious or weird‟ out what I eat and determined to live a
in the crowd… I want to be beautiful in healthier life style”
my own way”
“It is important to be able to stand on
your own two feet. People will respect “I put aside some percentage of
you more, and you‟ll be able to make my salary to take care myself, like
decisions for your own life… Having no going to a spa, saloon or buying
education or job means you would have products to maintain my health
to allow other people to make decisions and beauty…”
for you”
“My physical appearance is my asset,
“I go to the gym at least twice a personally and professionally. People
week, not only to be slim but also will always judge you by your look
to be healthy” first. To gain the respect you want,
you need to look your best”
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23. Eager to continue the conversation?
Contact McCann Worldgroup
E-mail: Roop.Mukhopadhyay@mccann.com
Telephone: +6281286277291
Thank You!
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