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Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
Do	
  Western	
  brands	
  
understand	
  the	
  needs	
  of	
  
Muslim	
  women	
  in	
  SE	
  Asia?	
  
	
  Neil	
  Gains	
  
TapestryWorks	
  
	
  
Happy	
  Anggraini	
  
ABN	
  Impact	
  
	
  
2	
  February,	
  2016	
  
#NewMR	
  2016	
  Sponsors	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
Talking	
  to	
  the	
  implicit	
  brain	
  
EmoJons	
  are	
  
felt	
  not	
  
thought	
  
Research	
  should	
  be	
  less	
  verbal	
  
We	
  think	
  	
  visually	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
What	
  is	
  the	
  feeling	
  of	
  beauty?	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
Using	
  visual	
  cards	
  to	
  map	
  the	
  
goals	
  of	
  beauty	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
Indonesian	
  women	
  
desire	
  beauty	
  that	
  
balances	
  the	
  goals	
  of	
  
feeling	
  smart	
  and	
  
confident,	
  with	
  
those	
  of	
  being	
  
authen3c	
  (to	
  
yourself,	
  your	
  friends	
  
and	
  your	
  role	
  in	
  
society)	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
“Beauty	
  is	
  from	
  the	
  
heart”	
  
	
  
(hijab	
  wearer)	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
“Beauty	
  is	
  freedom.	
  She	
  is	
  
beau,ful,	
  but	
  different,	
  
because	
  the	
  colour	
  is	
  
different	
  from	
  the	
  other	
  
eggs.	
  If	
  everything	
  in	
  the	
  
world	
  is	
  the	
  same,	
  then	
  
there	
  is	
  no	
  colour”	
  (hijab)	
  
“Beauty	
  is	
  about	
  freedom.	
  
Free	
  to	
  do	
  what	
  I	
  want.	
  Not	
  
being	
  told	
  what	
  to	
  do.	
  No	
  
regula,ons”	
  (hijab)	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
“Makeup	
  is	
  one	
  of	
  
the	
  supports	
  of	
  
beauty”	
  
	
  
(hijab	
  wearer)	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
“Every	
  woman	
  can	
  
be	
  beau3ful,	
  but	
  it’s	
  
not	
  all	
  about	
  
makeup”	
  
	
  
(no	
  hijab)	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
“Beauty	
  is	
  taking	
  
good	
  care	
  of	
  
yourself”	
  
	
  
(no	
  hijab)	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
How are brands talking about
beauty in 2015?
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
Beauty	
  is	
  about	
  
(he)art	
  as	
  well	
  as	
  
science	
  
Beauty	
  should	
  be	
  less	
  
serious	
  and	
  more	
  fun	
  
Beauty	
  is	
  not	
  just	
  
about	
  “me”	
  	
  
Beauty	
  can	
  be	
  enhanced,	
  but	
  
it’s	
  not	
  just	
  about	
  physical	
  
appearance	
  
Beauty	
  can	
  be	
  sexy,	
  
in	
  the	
  right	
  context	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
Thank	
  You!	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  
Q	
  &	
  A	
  
Neil	
  Gains	
  
TapestryWorks	
  
Happy	
  Anggraini	
  
ABN	
  Impact	
  
Sue	
  York	
  
NewMR	
  
#NewMR	
  2016	
  Sponsors	
  
Do	
  Western	
  beauty	
  brands	
  really	
  understand	
  the	
  needs	
  of	
  Muslim	
  women	
  in	
  SE	
  Asia?	
  
Neil	
  Gains	
  &	
  Happy	
  Anggraini,	
  Fes3val	
  of	
  NewMR	
  2016	
  

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Neil Gains and Happy Anggraini Festival of NewMR 2016

  • 1. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   Do  Western  brands   understand  the  needs  of   Muslim  women  in  SE  Asia?    Neil  Gains   TapestryWorks     Happy  Anggraini   ABN  Impact     2  February,  2016   #NewMR  2016  Sponsors  
  • 2. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   Talking  to  the  implicit  brain   EmoJons  are   felt  not   thought   Research  should  be  less  verbal   We  think    visually  
  • 3. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   What  is  the  feeling  of  beauty?  
  • 4. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   Using  visual  cards  to  map  the   goals  of  beauty  
  • 5. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   Indonesian  women   desire  beauty  that   balances  the  goals  of   feeling  smart  and   confident,  with   those  of  being   authen3c  (to   yourself,  your  friends   and  your  role  in   society)  
  • 6. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   “Beauty  is  from  the   heart”     (hijab  wearer)  
  • 7. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   “Beauty  is  freedom.  She  is   beau,ful,  but  different,   because  the  colour  is   different  from  the  other   eggs.  If  everything  in  the   world  is  the  same,  then   there  is  no  colour”  (hijab)   “Beauty  is  about  freedom.   Free  to  do  what  I  want.  Not   being  told  what  to  do.  No   regula,ons”  (hijab)  
  • 8. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   “Makeup  is  one  of   the  supports  of   beauty”     (hijab  wearer)  
  • 9. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   “Every  woman  can   be  beau3ful,  but  it’s   not  all  about   makeup”     (no  hijab)  
  • 10. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   “Beauty  is  taking   good  care  of   yourself”     (no  hijab)  
  • 11. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   How are brands talking about beauty in 2015?
  • 12. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016  
  • 13. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   Beauty  is  about   (he)art  as  well  as   science   Beauty  should  be  less   serious  and  more  fun   Beauty  is  not  just   about  “me”     Beauty  can  be  enhanced,  but   it’s  not  just  about  physical   appearance   Beauty  can  be  sexy,   in  the  right  context  
  • 14. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016  
  • 15. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   Thank  You!  
  • 16. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016   Q  &  A   Neil  Gains   TapestryWorks   Happy  Anggraini   ABN  Impact   Sue  York   NewMR   #NewMR  2016  Sponsors  
  • 17. Do  Western  beauty  brands  really  understand  the  needs  of  Muslim  women  in  SE  Asia?   Neil  Gains  &  Happy  Anggraini,  Fes3val  of  NewMR  2016