One of the major factors putting pressure on sales of super premium and personal care products was the strict adherence to social distancing and home seclusion that became common practice during the COVID-19 pandemic. With many people avoiding social contact and interaction wherever possible, there was far less reason for Indonesian women to wear colour cosmetics and fragrances.
Given the government-mandated closure of non-essential retail outlets in 2020 and subsequent reluctance amongst consumers to shop in-person, super premium beauty and personal care players have been forced to digitalise and adopt e-commerce retailing to gain sales. This led to a very strong shift towards e-commerce in 2020, with the category share largely being maintained in 2021.
The substantial pressure on super premium beauty and personal care has led the category’s strongest players to sharpen their focus on their core consumer groups 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.
The prospects for super premium beauty and personal care are promising as the eventual recovery of Indonesia’s economy and the return to socialising outside of the home will support demand across all categories. The new focus on health, wellness, and hygiene that have emerged from the COVID-19 situation are expected to particularly promote demand for products with antibacterial properties, with this set to linger across the forecast period.
Demand for super premium beauty and personal care is increasingly shifting towards Indonesia’s newest generation of adult consumers, with marketing campaigns increasingly targeting millennials. Many of the affluent young professionals (who comprise a huge proportion of Indonesia’s emerging urban middle-class) are much more open to super premium beauty and personal care products than their older counterparts as they are interested in socialising and presenting an attractive and elegant image.
Over the forecast period, super premium skin care is expected to post the highest growth of all categories in super premium beauty and personal care. Whilst the category benefitted from the need to continue with skin care routines during the pandemic (even with the reduced socialising occasions), the forecast period is expected to see Indonesian women take their skin care routines even more seriously.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Super Premium Beauty and Personal Care industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.See All of Our Definitions
This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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