Super Premium Beauty and Personal Care in Indonesia

2020 IMPACT

Category sales slump despite substantial shift to e-commerce

2020 saw major declines in sales of super premium beauty and personal care as the COVID-19 pandemic and the official response to it placed significant pressure on demand across the category. Among the main factors undermining demand for super premium beauty and personal care during the year was the adverse economic environment that unfolded over the course of 2020 as the interruptions that the pandemic situation caused to commercial activity in various key sectors of the Indonesian economy placed significant pressure on household incomes.

Pressure on category sales motivates more of a focus on key consumer groups

The substantial pressure that came on demand for super premium beauty and personal care due to the COVID-19 pandemic during 2020 led most of the category’s strongest players to sharpen their focus on their core consumer groups in an effort to improve their sales opportunities and create greater efficiencies in their marketing campaigns. Super premium beauty and personal care is a category that mainly targets women, with Indonesian men generally paying much less attention to their personal grooming than their female counterparts.

Demand comes under pressure due to the reduced need for personal grooming

One of the major factors putting pressure on sales of super premium and personal care products during 2020 was the strict adherence to the principles of social distancing and home seclusion that emerged from the COVID-19 situation. With many people wisely avoiding all social contact wherever possible, there was far less reason for Indonesian women to wear colour cosmetics and fragrances as their social lives ground to a halt and they spent most of their time on their own at home.

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