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.

1. Positive, Sincere & Natural
Indonesia beauty buying patterns

2. Myths of Indonesian Beauty
•Women are less engaged with beauty
•Beauty is all about confidence
•Halal is the key to success

3. Is Indonesia an important market for beauty?

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. 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. 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. What do women want from beauty and is it all
about confidence?

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. 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. 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. 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. 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. 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. 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. 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. What are the success factors for beauty brands
and what is the impact of halal certification?

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. 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. 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. Halal is the explicit sign of
Indonesian Muslim beliefs, but
the word tulus (sincerity) reflects
some of the implicit values

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. Wardãh
looks and
feels very
natural

23. “soft,
pure,
elegant
and
modest”
Source: Generation M: Young Muslims changing the world by Shelina Janmohamed (2016)

24. Wardãh is implicitly Indonesian
Source: Wardah website @ http://www.wardahbeauty.com/en/about

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. Terima kasih
culture sense for brands
For more information contact:
neil@tapestryworks.asia
@neilgains (Twitter)