Men's Grooming in Indonesia

2021 DEVELOPMENTS

Pandemic triggers growth in men’s grooming category

While, on the one hand, the removal of physical social interaction undermined consumers’ participation in day-to-day beauty and personal care routines during the COVID-19 crisis, on the other, the increased amount of time that consumers spent at home and the rise in health- and hygiene-consciousness boosted men’s attention to personal care. Body care products, for example, witnessed a rise in demand amongst male consumers during the pandemic.

Korean trend influences men as well as women

Apart from male consumers’ growing emphasis on health and wellness, demand in men’s grooming during the COVID-19 crisis was strongly influenced by the Korean Wave, with many images of men’s skin and faces on social media helping to gain attention for special treatments targeting male consumers. The increasing popularity of K-Pop also supported this trend, with many young men wanting to look smooth like the members of Korean pop groups, particularly BTS, which swept Indonesia, replacing the Metallica-style look that was popular amongst the previous generation.

International players lead, but competition intensifying

International brands continued to lead men’s grooming in 2021, with Mandom’s Gatsby, Procter & Gamble’s Gillette and Unilever’s Axe being the top three brands. These have a strong image and are viewed as offering high quality, while also benefiting from extensive availability through many distribution channels.

PROSPECTS AND OPPORTUNITIES

Men’s grooming requires basic, simple products

While female consumers are interested in novel products and willing to experiment with new developments, male consumers tend to be more conservative. It is important that brands do not introduce products and technologies with an unclear message that confuses male consumers.

Local brands expanding

The trend towards male consumers pursuing grooming regimens during the COVID-19 crisis also triggered innovation and the development of new skin care products for men by a number of local brands in Indonesia. Although the best-selling men’s skin care products are still dominated by foreign brands, this has not extinguished the enthusiasm of local brands for producing skin care for men in the market.

Brands building awareness in the male population

Despite the huge potential in the men’s grooming market, education is still needed to increase awareness amongst male consumers. For example, local brand, MS Glow, is choosing popular male celebrities as the brand ambassadors for its product advertising campaigns.