Mass Beauty and Personal Care in Indonesia

PROSPECTS

Colour cosmetics sees the highest growth within mass beauty and personal care

Colour cosmetics continued to see the strongest increase within mass beauty and personal care in current value terms in 2018. Mass colour cosmetics is seeing growth because consumers are gaining greater confidence in local brands.

Sun care also sees a strong performance

Sun care also showed remarkable current value growth in mass beauty and personal care in 2018, almost equal to that of colour cosmetics. Mass sun care saw strong growth due to higher awareness of the risk of UV rays.

An opportunity for mass skin care

Due to the trend towards K-beauty skin care routines, which have become very popular in Indonesia, there is an opportunity for growth in mass skin care in the future. Due to the K-beauty trend, consumers are willing to take more steps in their skin care routine.

COMPETITIVE LANDSCAPE

Unilever Indonesia maintains its lead in mass beauty and personal care

With its wide product range and various brands in beauty and personal care, Unilever continued to strongly lead mass beauty and personal care in value terms in 2018. It offers various products, from skin care and hair care, to fragrances and sun care.

Fierce competition between global and local brands

Since colour cosmetics is seeing the strongest growth in mass beauty and personal care, and local colour cosmetics brands are gaining more trust from consumers, the competition between global and local brands is becoming fiercer. Furthermore, start-ups are becoming popular in Indonesia, which gives an edge to local brands.

Collaborative products as a marketing strategy

Due to the hype of beauty influencers and agility of start-ups, many local brands (especially start-ups) use collaborative products as a marketing strategy. Nowadays, they not only use celebrities or beauty influencers to advertise their products, but also create products together; they create different product variants together and label them as limited editions.

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