Colour Cosmetics in Indonesia

PRE-COVID-19 PERFORMANCE

Lips and eyebrows key focal points for make-up in 2019

Lip products remained the biggest contributor to overall value sales of colour cosmetics in 2019 and also saw the strongest current value growth. Both multinational and local brands, particularly new brands, continued to compete strongly in this category, as these products are considered the easiest way to attract consumers and build consumer loyalty.

Rise in tourism boosts sales of travel packs and multifunctional colour cosmetics in 2019

Higher mobility and strong growth in travel continued to shape demand in colour cosmetics at the end of the review period. Travel size packs and multifunctional products in particular benefited, such as lip-cheek products or lip-eye-cheek products, with these being offered by many local brands, including leading brand Wardah.

Fierce competition encourages online marketing and collaboration in 2019

The competitive landscape in colour cosmetics became very fierce by the end of the review period, with only two players having a double-digit value share in 2019: L'Oréal and Paragon. There are so many brands present in this area, both international and local.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 11% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

Most product areas will be heavily impacted by the COVID-19 pandemic in 2020. Lip products and facial make-up will for example be impacted by the fact that face masks cover lips and there are concerns about dirtying masks.

Recovery and opportunities

Value growth at constant 2019 prices is expected to be muted for colour cosmetics in the forecast period as a whole in comparison to the growth rates seen during the review period. Sales will continue to be impacted by many wearing face masks, even as the threat of the pandemic eases, with this likely to discourage the use of colour cosmetics.

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