appearance care habit in indonesia

STUDY ABOUT APPEARANCE CARE HABIT

IN INDONESIA

January, 2018

1DI Marketing Co., Ltd.

SURVEY DESIGN

This survey was conducted to study Appearance Care Habit in Indonesia

Methodology: Online survey

Fieldwork time: 5 days (10/10/2017 – 14/10/2017)

Sample size: N = 1116

Geography: Nationwide


RESPONDENTS SELECTION

Respondents of this survey had to be qualified below criteria

Age : Above 24 years old

Gender : Female and Male


KEY FINDINGS

1) Appearance care habit• 66% agree with opinion that “physical appearance is the key to success”

• 94% interested in taking care of the appearance

• 84% choses cleaning body regularly and 73% uses facial care product to look after appearance

2) Facial care habit

a. Skin care • Cleanser, moisturizing cream and nourishing mask are top 3 products usually used for facials in which

cleanser (46%) is considered the most effective treatment

• Of cleansers for male, Biore (24%) is the most popular while Pond’s (27%) is the most favorite cleanser of

female

• $9.70 is the average cost for a cleanser

• Pond’s, Garnier and Biore are top 3 skin care brands used most often

• Good quality, affordable price and natural ingredients are top 3 reasons making people choose skin care

brand

• $63 is the average cost for buying skin care products per month

• Supermarket, department stores and online sales site are top 3 places to buy skin care product

b. Makeup• 76% have habit of makeup everyday

• Powders, lipsticks and eyebrow pencils are top 3 cosmetic lines usually used for makeup

• Maybelline, Oriflame and Revlon are top 3 brands used most often for makeup

• Department stores, cosmetic specialized shops and supermarkets are top 3 places to buy the makeup

cosmetics

• $223 is the average cost for buying makeup cosmetic per time


KEY FINDINGS VIETNAM INDONESIA

Awareness of an opinion about

“physical appearance is the key to

success”• 79% agrees so they tend to care

more of the appearance

• 66% agrees, lower than Vietnamese

but they still care about appearance

Ways of taking care appearance • Using facial care products

• Using cosmetics/ makeup line

• Cleaning body regularly

• Using facial care products

Most effective brands of cleanser • Oxy

• Pond’s

• Pond’s

• Garnier

Consideration of choosing

skincare products

• Natural ingredients

• Good quality

• High recommendation of product

usage

• Good quality

• Affordable price

• Natural ingredients

Places where people tend to buy

skincare

• Retail chain

• Cosmetic shops

• Own branded retail store

• Supermarket

• Department stores

• Online sales site

Places where people tend to buy

cosmetic products

• Cosmetic specialized shops

• Shops in trade center

• Facebook pages

• Department stores

• Cosmetic specialized shops

• Supermarkets

VIETNAM AND INDONESIA COMPARISON


N = 1116

DEMOGRAPHIC INFORMATION

GenderAge

Living Place

3%

5%

19%

35%

36%

Over 45

41-45

36-40

30-35

25-29

41%

59%

Male

Female

1%

2%

3%

4%

8%

17%

24%

41%

Other industries

Student

Job seeker / Retired

Government employee

Engineer / doctor / teacher

Housewife

Self-employed

Office worker

26%0%0%1%1%1%2%2%

3%3%

5%6%7%

15%28%

Other

Manado

Pontianak

Makassar

Bali

Semarang

Bandung

Jakarta

Occupation


1) Appearance care habit


a. Skin care

b. Makeup

CONTENT


1% 1% 1% 0% 2% 3%9% 8% 11%

6% 7%

18%

25%30% 27%

13%

19%

24%

33%31% 34%

33%26%

38%

33% 30% 27%

47% 47%

18%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 25-29 30-35 36-40 41-45 Over 45

Totally agree

Agree

No idea

Disagree

Totally disagree 9%13%

6%

25%23%

26%

33%

36%

30%

33%26%

37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

Totally agree

Agree

No idea

Disagree

Totally disagree

AverageScore

AverageScore

66% AGREE WITH OPINION THAT “PHYSICAL APPEARANCE IS THE KEY TO

SUCCESS”

There is a opinion that "Physical appearance is the key to success." Do you agree with this opinion or not?

(Comparison by Age Group & Gender Group)

N = 1116 N = 409 N = 218 N = 58 N = 460 N = 656

Female more agrees with this opinion than male

N = 397 N = 1116

2.86 2.80 2.74 3.20 3.09 2.86 2.71 2.97

N = 34

2.50


5%9%

3%

39%

52%

30%

55%

38%

67%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

Very interested

Interested

Normal

Uninterested

Very uninterested5% 6% 5% 4% 3%15%

39% 35%

45%

34%36%

50%

55%59%

49%

61% 59%

35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 25-29 30-35 36-40 41-45 Over 45

Very interested

Interested

Normal

Uninterested

Very uninterested

AverageScore

AverageScore

94% INTERESTED IN TAKING CARE OF THE APPEARANCE

Are you interested in taking care of your appearance?


Female are more interested in taking care of their appearance than Male

4.48 4.48 4.27 4.63

N = 1116 N = 409 N = 218 N = 58 N = 460 N = 656N = 397 N = 1116N = 34

4.52 4.41 4.57 4.52 4.21


CLEANING BODY REGULARLY AND USING FACIAL CARE PRODUCTS ARE THE

MOST COMMON THING THAT PEOPLE DO TO LOOK AFTER THEIRSELVES

How do you look after yourself ?

(Comparison by Age Group)

N = 1116 N = 218 N = 58N = 397N = 409

1%

48%

48%

51%

55%

59%

66%

72%

73%

84%

0% 50% 100%

Others

Use cosmetics / makeup

Diet, eating reasonably tokeep fit

Take care of hair style,hair care

Use body care products

Take care of clothes,dress, fashion

Exercise regularly to keepfit

Use deodorant, perfume,essential oil

Use facial care products

Clean body daily, regularly

Total

1%

46%

42%

43%

51%

55%

59%

67%

73%

81%

0% 50% 100%

25-29

2%

49%

45%

55%

56%

59%

66%

73%

74%

85%

0% 50% 100%

30-35

0%

55%

62%

59%

63%

70%

77%

78%

72%

87%

0% 50% 100%

36-40

2%

50%

67%

57%

64%

62%

76%

78%

72%

88%

0% 50% 100%

41-45

0%

24%

44%

35%

35%

35%

62%

59%

56%

82%

0% 50% 100%

Over 45

N = 34


1%

7%

39%

43%

35%

50%

67%

67%

57%

77%

0% 50% 100%

Male

1%

77%

55%

57%

70%

65%

65%

75%

84%

89%

0% 50% 100%

Female

1%

48%

48%

51%

55%

59%

66%

72%

73%

84%

0% 50% 100%

Others

Use cosmetics / makeup

Diet, eating reasonably to keep fit

Take care of hair style, hair care

Use body care products

Take care of clothes, dress, fashion

Exercise regularly to keep fit

Use deodorant, perfume, essential oil

Use facial care products

Clean body daily, regularly

Total

How do you look after yourself ?

(Comparison by Gender Group)

N = 1116 N = 460 N = 656

Female uses facial care products, body care products and also cosmetics / makeup lines to look after themselves more than male

CLEANING BODY REGULARLY AND USING FACIAL CARE PRODUCTS ARE THE

MOST COMMON THING THAT PEOPLE DO TO LOOK AFTER THEIRSELVES




a. Skin care

b. Makeup

CONTENT


15% 13%17%

12%17%

32%

52% 53%

59%

39%

45%

47%

32% 33%

23%

48%

38%

15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 25-29 30-35 36-40 41-45 Over 45

Very often

Regularly

Sometimes

Rarely

I do not caremuch aboutfacials

15%

23%

9%

52%

52%

52%

32%

22%

39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

Very often

Regularly

Sometimes

Rarely

I do not caremuch aboutfacials

84% OFTEN TAKE CARE OF THEIR FACE

Do you often take care of your face or not?


Female more often takes care of their face than Male

N = 1116 N = 409 N = 218 N = 58 N = 460 N = 656N = 397 N = 1116N = 34


1%

18%

18%

27%

34%

48%

49%

54%

80%

0% 50% 100%

Other

Cream/Mask

Lotion/mineral spray

Sunscreen

Whitening cream

Exfoliating Cream

Nourishing mask

Moisturizing Cream

Cleanser

Total

2%

14%

14%

26%

30%

43%

54%

52%

82%

0% 50% 100%

25-29

1%

17%

18%

23%

35%

50%

49%

52%

83%

0% 50% 100%

30-35

0%

30%

26%

35%

44%

54%

47%

61%

75%

0% 50% 100%

36-40

3%

19%

22%

29%

34%

50%

22%

53%

71%

0% 50% 100%

41-45

3%

16%

19%

34%

25%

38%

28%

44%

81%

0% 50% 100%

Over 45

CLEANSER, MOISTURIZING CREAM AND NOURISHING MASK ARE TOP 3

PRODUCTS USUALLY USED FOR FACIALS

Which of the following products do you usually use for facials?


36-40 group uses whitening cream, sunscreen and cream mask more than other age groups

* Who chose “Very often” or “Regularly” or “Sometimes” in Q: “Do you often take care of your face or not?”

N = 1106* N = 216 N = 58N = 395N = 405 N = 32


1%

8%

10%

15%

23%

43%

30%

26%

78%

0% 50% 100%

Male

2%

25%

24%

35%

42%

51%

62%

73%

82%

0% 50% 100%

Female

1%

18%

18%

27%

34%

48%

49%

54%

80%

0% 50% 100%

Other

Cream/Mask

Lotion/mineral spray

Sunscreen

Whitening cream

Exfoliating Cream

Nourishing mask

Moisturizing Cream

Cleanser

Total

Which of the following products do you usually use for facials?


N = 1106* N = 451 N = 655

Towards male, cleanser and exfoliating cream are used the most used facial care product


CLEANSER, MOISTURIZING CREAM AND NOURISHING MASK ARE TOP 3

PRODUCTS USUALLY USED FOR FACIALS


1%

1%

1%

3%

8%

10%

10%

21%

46%

0% 50% 100%

Other

Cream/Mask

Lotion and mineral spray

Sunscreen

Nourishing mask

Whitening cream

Exfoliating Cream

Moisturizing Cream

Cleanser

Total

1%

0%

1%

3%

10%

8%

8%

19%

50%

0% 50% 100%

25-29

0%

1%

2%

4%

8%

7%

11%

16%

51%

0% 50% 100%

30-35

0%

1%

0%

3%

4%

20%

10%

31%

32%

0% 50% 100%

36-40

3%

0%

2%

2%

3%

9%

16%

31%

34%

0% 50% 100%

41-45

3%

0%

0%

6%

0%

0%

9%

25%

56%

0% 50% 100%

Over 45

CLEANSER (46%) IS CONSIDERED THE MOST EFFECTIVE TREATMENT

In the above facial treatments, what is the most effective way for you?


The older groups believe that moisturizing cream is one of the effective way for facial treatments.

Whereas, 36-40 group also believe that Whitening Cream is important


N = 1106* N = 216 N = 58N = 395N = 405 N = 32


1%

0%

1%

2%

6%

6%

17%

8%

59%

0% 50% 100%

Male

1%

1%

1%

4%

9%

13%

5%

30%

38%

0% 50% 100%

Female

1%

1%

1%

3%

8%

10%

10%

21%

46%

0% 50% 100%

Other

Cream/Mask

Lotion and mineral spray

Sunscreen

Nourishing mask

Whitening cream

Exfoliating Cream

Moisturizing Cream

Cleanser

Total

In the above facial treatments, what is the most effective way for you?


Male considers exfoliating cream is the most effective facial treatment while Female more believes in Moisturizing Cream


CLEANSER (46%) IS CONSIDERED THE MOST EFFECTIVE TREATMENT

N = 1106* N = 451 N = 655


3%

0%

0%

0%

0%

0%

0%

0%

0%

0%

1%

2%

2%

3%

2%

7%

15%

24%

20%

21%

0% 50% 100%

Male

15%

0%

0%

0%

0%

0%

1%

1%

2%

3%

2%

2%

2%

4%

9%

7%

8%

4%

12%

27%

0% 50% 100%

Female

9%

0%

0%

0%

0%

0%

0%

1%

1%

2%

2%

2%

2%

4%

5%

7%

11%

14%

16%

24%

0% 50% 100%

Other

Avene

Innisfree

Nuxe

Clinique

Neutrogena

Shiseido

Cetaphil

Hada Labo

SK II

Etude

Acnes

Olay

L'Oreal

Sariayu

Clean & Clear

Nivea

Biore

Garnier

Pond's

Total

POND’S, GARNIER AND BIORE ARE THE MOST PICKED BRAND FOR CLEANSER

Which of the following cleanser brands are you using?


Of cleansers for male, Biore is the most popular while Pond’s is the most favorite cleanser for female

* Who chose “Cleanser” in Q: “In the above facial treatments, what is the most effective way for you?”

N = 1106* N = 451 N = 655


0% 0%0%

4% 4% 4%

15% 14%15%

77% 79% 76%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

Under $8

$8-$15

$15-$24

$24-$30

$30-$38

Over $382% 1% 1% 4% 5%

0%2% 1% 1%

1% 5%

0%

4% 8%2%

1% 0%

6%

15%15%

14%

13%

30%

11%

77% 74%82%

77%

60%

83%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 25-29 30-35 36-40 41-45 Over 45

Under $8

$8-$15

$15-$24

$24-$30

$30-$38

Over $38

$9.70 IS THE AVERAGE COST FOR A CLEANSER

What is your current cleanser cost?


AverageCost

$9.70AverageCost$9.92 $9.04 $10.76 $11.35 $9.70 $9.47 $9.94

* Who chose “Cleanser” in Q: “In the above facial treatments, what is the most effective way for you?”

N = 512* N = 202 N = 69 N = 20 N = 266 N = 246N = 203 N = 512N = 18

$8.76


3% 4% 1% 3%3%

8%12%8% 10%

20%

11%

0%

9%12% 6%

8%

8%

23%

75% 77%81%

66%

78%

62%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 25-29 30-35 36-40 41-45 Over 45

Everyday

4-6 times / week

1-3 times / week

Once a week

2-3 times / month

Once a month

Rarely / occasionallyremember to use

3%4%

2%

12%13%

11%

9%

13%

7%

75%

66%

79%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

Everyday

4-6 times / week

1-3 times / week

Once a week

2-3 times / month

Once a month

Rarely / occasionallyremember to use

75% USE SKIN CARE PRODUCTS DAILY

How often do you use your skin care products?


N = 585* N = 198 N = 147 N = 36 N = 406 N = 404

Female in 30-35 group use skin care products more often than the other age groups

N = 191 N = 585*

* Who chose other answers except from “Cleanser” and “Other” in Q: “In the above facial treatments, what is the

most effective way for you?” and Female only

N = 13


16%

3%

4%

4%

5%

5%

5%

6%

7%

7%

7%

8%

9%

10%

12%

16%

24%

26%

35%

41%

0% 50% 100%

Other

Vichy

Eucerin

LA MER

Aveeno

La Roche Posay

Neutrogena

Clarins

Clinique

Cetaphil

Hada Labo

The Face Shop

Laneige

Acnes

Shiseido

The Body Shop

Olay

Biore

Garnier

Ponds

Total

17%

2%

1%

3%

2%

2%

2%

1%

3%

5%

9%

6%

8%

11%

5%

16%

20%

26%

42%

36%

0% 50% 100%

25-29

21%

3%

3%

5%

5%

5%

6%

7%

6%

7%

5%

9%

8%

8%

8%

14%

22%

25%

26%

43%

0% 50% 100%

30-35

8%

4%

7%

6%

8%

9%

7%

9%

12%

10%

9%

8%

11%

14%

25%

17%

33%

25%

37%

49%

0% 50% 100%

36-40

14%

14%

11%

3%

11%

6%

14%

14%

14%

11%

11%

14%

11%

11%

25%

17%

14%

28%

39%

33%

0% 50% 100%

41-45

0%

0%

0%

0%

0%

0%

0%

15%

8%

0%

0%

0%

15%

8%

15%

15%

31%

54%

46%

15%

0% 50% 100%

Over 45

POND’S, GARNIER AND BIORE ARE TOP 3 SKIN CARE BRANDS USED MOSTLY

Which of the following skin care brands are you using?


Over 45 group use Biore more than other younger age groups



N = 585* N = 147 N = 36N = 191N = 198 N = 13


6%

4%

4%

4%

3%

7%

4%

4%

4%

8%

3%

6%

4%

8%

5%

11%

17%

41%

42%

43%

0% 50% 100%

Male

20%

3%

4%

4%

5%

4%

6%

7%

8%

7%

9%

9%

11%

11%

16%

18%

27%

19%

32%

40%

0% 50% 100%

Female

16%

3%

4%

4%

5%

5%

5%

6%

7%

7%

7%

8%

9%

10%

12%

16%

24%

26%

35%

41%

0% 50% 100%

Other

Vichy

Eucerin

LA MER

Aveeno

La Roche Posay

Neutrogena

Clarins

Clinique

Cetaphil

Hada Labo

The Face Shop

Laneige

Acnes

Shiseido

The Body Shop

Olay

Biore

Garnier

Ponds

Total

Which of the following skin care brands are you using?


Male use Biore skin care product more, while Female use Shiseido more often



POND’S, GARNIER AND BIORE ARE TOP 3 SKIN CARE BRANDS USED MOSTLY

N = 585* N = 181 N = 404


Top 3 reasons making you decide to choose your brand are:


1%

6%

8%

8%

10%

15%

17%

21%

24%

31%

32%

36%

56%

0% 50% 100%

Other

Seller's advice

Good customer sevice

Many attractive promotions

Nice packaging

Variety of products

Recommended by friends

Certificate of quality, safety

Famous, reliable brand

Good review

Natural ingredients

Good price

Good quality

Total

2%

4%

2%

10%

8%

11%

18%

19%

25%

30%

33%

39%

59%

0% 50% 100%

25-29

3%

5%

6%

5%

10%

14%

14%

20%

24%

33%

28%

39%

60%

0% 50% 100%

30-35

0%

11%

16%

8%

11%

19%

16%

27%

21%

30%

39%

31%

48%

0% 50% 100%

36-40

0%

17%

17%

17%

14%

19%

25%

17%

25%

19%

17%

28%

58%

0% 50% 100%

41-45

0%

0%

8%

8%

0%

23%

31%

15%

31%

54%

23%

38%

46%

0% 50% 100%

Over 45

GOOD QUALITY, GOOD PRICE AND NATURAL INGREDIENTS ARE TOP 3

REASONS MAKING PEOPLE CHOOSE THE SKIN CARE BRAND

Natural ingredients is the main reason that 36-40 group choose the brand

While good review is the main reason of over 45 group



N = 585* N = 147 N = 36N = 191N = 198 N = 13


2%

6%

4%

9%

12%

18%

18%

16%

28%

23%

24%

34%

59%

0% 50% 100%

Male

1%

7%

9%

8%

9%

13%

16%

24%

22%

34%

35%

37%

55%

0% 50% 100%

Female

1%

6%

8%

8%

10%

15%

17%

21%

24%

31%

32%

36%

56%

0% 50% 100%

Other

Seller's advice

Good customer sevice

Many attractive promotions

Nice packaging

Variety of products

Recommended by friends

Certificate of quality, safety

Famous, reliable brand

Good review

Natural ingredients

Good price

Good quality

Total

Top 3 reasons making you decide to choose your brand are:

(Comparison by Location Group)

Famous and reliable brand is the main reason that Male choose their brand

While natural ingredients is the main reason of Female

N = 585* N = 181 N = 404



GOOD QUALITY, GOOD PRICE AND NATURAL INGREDIENTS ARE TOP 3

REASONS MAKING PEOPLE CHOOSE THE SKIN CARE BRAND


6%3%

8%

5%

1%

7%7%

0%

10%6%

5%

6%12%

9%

13%

26%

28%

25%

38%

54%

31%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Male Female

Under $24

$24-$38

$38-$77

$77-$115

$115-$154

$154-$230

Over $2306%

2% 1%

18% 17%

0%

5%

1% 1%

11%

25%

7%

2% 4%

19%

6%

6%

3%7%

7% 8%

8%

12%

14%

17%

3%8%

8%

26%

36%25%

16%

19%

46%

38%43% 46%

26%

17%

38%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 25-29 30-35 36-40 41-45 Over 45

Under $24

$24-$38

$38-$77

$77-$115

$115-$154

$154-$230

Over $230

$63 IS THE AVERAGE COST FOR BUYING SKIN CARE PRODUCTS PER MONTH

On average, how much do you spend on skin care products per month?

(Comparison by Age Group & Location Group)

36-40 and 41-45 groups spend more on skin care products than other age group

AverageCost

$63 AverageCost

$39 $44 $117 $35 $63 $40

N = 585* N = 198 N = 36 N = 13N = 191

$73

N = 404N = 585* N = 181



$108

N = 147


1%

2%

2%

2%

4%

10%

11%

13%

15%

19%

20%

0% 50% 100%

Other

Traditional Market

Cosmetic stores on the road

Online media sellers

Beauty shops

Retail chain of beauty products

Own branded retail store

Grocery store

Online sales sites

Department store

Supermarket

Total

1%

2%

1%

3%

6%

9%

19%

14%

19%

9%

18%

0% 50% 100%

25-29

2%

1%

3%

2%

3%

14%

9%

14%

17%

13%

23%

0% 50% 100%

30-35

%

3%

3%

3%

4%

7%

3%

10%

9%

39%

20%

0% 50% 100%

36-40

3%

%

%

%

8%

8%

11%

17%

17%

25%

11%

0% 50% 100%

41-45

%

8%

%

%

%

15%

8%

15%

%

23%

31%

0% 50% 100%

Over 45

SUPERMARKET, DEPARTMENT STORE AND ONLINE SALES SITE ARE TOP 3

PLACES TO BUY SKIN CARE PRODUCT

Where do you usually buy skin care products?


Older people prefers to go to department tsores to buy skin care products more than young age groups



N = 585* N = 147 N = 36N = 191N = 198 N = 13


1%

3%

1%

2%

4%

8%

10%

27%

13%

4%

27%

0% 50% 100%

Male

1%

1%

2%

2%

4%

11%

11%

7%

16%

26%

17%

0% 50% 100%

Female

1%

2%

2%

2%

4%

10%

11%

13%

15%

19%

20%

0% 50% 100%

Other

Traditional Market

Cosmetic stores on the road

Online media sellers

Beauty shops

Retail chain of beauty products

Own branded retail store

Grocery store

Online sales sites

Department store

Supermarket

Total

Where do you usually buy skin care products?


Male go to grocery stores to buy skin care product more often than others

While Female often go to department stores



N = 585* N = 181 N = 404

SUPERMARKET, DEPARTMENT STORE AND ONLINE SALES SITE ARE TOP 3

PLACES TO BUY SKIN CARE PRODUCT




a. Skin care

b. Makeup

CONTENT


7% 8% 8% 5% 6%

17%

93% 92% 92% 95% 94%

83%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 25-29 30-35 36-40 41-45 Over 45

Yes

No

8% 5% 5%9%

93% 95% 95%91%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Jakarta Surabaya Others

Yes

No

93% HAVE A REGULAR HABIT OF MAKEUP

Do you have a regular habit of makeup or not?


Over 45 group barely use makeup. Younger age groups use makeup more frequently.

* Female only

N = 656* N = 226 N = 132 N = 31 N = 203 N = 92N = 249 N = 656*N = 18 N = 361


6% 3%7% 7%

0%0%

0% 0%0%0%

0% 0%1%2%

1% 1%8% 17%

2%5%

9%

10%

7%8%

76%68%

83%79%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Everyday

4-6 times / week

1-3 times / week

Once a week

2-3 times / month

Once a month

Rarely / Only for party6% 5% 7% 5%0%

20%0% 0%

0%0%

0%

0%

0% 0%0%

1%

0%

0%

1% 1%0% 3%

3%

0%

8%5%

6%

18%

0%

13%

9%

8%7%

12%

7%

13%

76%81% 80%

61%

90%

53%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 25-29 30-35 36-40 41-45 Over 45

Everyday

4-6 times / week

1-3 times / week

Once a week

2-3 times / month

Once a month

Rarely / Only for party

76% HAVE HABIT OF MAKEUP EVERYDAY

How often do you make up?


Over 45 group and Jakarta people make up less than other groups

* Who chose “Yes” in Q: “Do you have a regular habit of makeup or not?”

N = 607* N = 208 N = 125 N = 29 N = 193 N = 87N = 230 N = 607*N = 15 N = 327


1% % % 2%7%

%4%

3%6% 4%

%

%

15%

11%

14%

29%

4%

%

61%

66%60%

54%

71%

67%

19% 21% 20%11%

18%

33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 25-29 30-35 36-40 41-45 Over 45

Under 15 minutes

15 - 30 minutes

30 - 45 minutes

45 - 60 minutes

60 - 90 minutes

90 - 120 minutes

Over 120 minutes4% 5% 5% 3%

15%

30%

5% 8%

61%

54%

79%

61%

19%10% 11%

26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Under 15 minutes

15 - 30 minutes

30 - 45 minutes

45 - 60 minutes

60 - 90 minutes

90 - 120 minutes

Over 120 minutes

25 MINUTES IS THE AVERAGE TIME FOR MAKEUP

How much average time do you spend on makeup?


WeightedAverageTime

WeightedAverageTime

25

mins

25

mins23

mins

27

mins

20

mins

25

mins

28

mins

24

mins

23

mins

* Who chose “Everyday” or “4-6 times/week” or“1-3 times/week” in Q: “How often do you make up?”

36-40 group spend time on makeup more than other age groups

20

mins

N = 562* N = 195 N = 114 N = 28 N = 184 N = 80N = 213 N = 562*N = 12 N = 298


2%

26%

36%

48%

51%

52%

58%

60%

65%

70%

85%

87%

0% 50% 100%

Others

Bronzer

Concealer

Blusher

Lip Balm

Eyeshadows

Mascara

Eye-liner pencil

Foundation

Eyebrow pencil

Lipsticks

Powder

Total

3%

12%

26%

42%

49%

47%

58%

64%

63%

72%

92%

91%

0% 50% 100%

25-29

3%

29%

37%

52%

56%

56%

60%

65%

69%

72%

89%

92%

0% 50% 100%

30-35

1%

46%

49%

55%

53%

57%

61%

55%

68%

69%

71%

77%

0% 50% 100%

36-40

0%

18%

46%

36%

25%

50%

29%

29%

46%

43%

57%

68%

0% 50% 100%

41-45

8%

25%

42%

50%

50%

50%

50%

50%

75%

67%

92%

92%

0% 50% 100%

Over 45

POWDERS, LIPSTICKS AND EYEBROW PENCILS ARE TOP 3 COSMETIC LINES

USUALLY USED FOR MAKEUP

What cosmetic lines do you usually use for makeup?


36-40 group uses bronzers more often than other age groups

While foundation is used the most often in over 45 group


N = 562* N = 195 N = 114 N = 28N = 213 N = 12


2%

32%

45%

58%

50%

59%

65%

63%

63%

71%

82%

83%

0% 50% 100%

Jakarta

3%

49%

56%

58%

75%

65%

75%

75%

81%

85%

93%

96%

0% 50% 100%

Surabaya

2%

26%

36%

48%

51%

52%

58%

60%

65%

70%

85%

87%

0% 50% 100%

Others

Bronzer

Concealer

Blusher

Lip Balm

Eyeshadows

Mascara

Eye-liner pencil

Foundation

Eyebrow pencil

Lipsticks

Powder

Total

3%

16%

26%

40%

46%

45%

49%

55%

63%

66%

85%

88%

0% 50% 100%

Others

What cosmetic lines do you usually use for makeup?


N = 562* N = 80 N = 298

Surabaya people use makeup more than other cities

N = 184


POWDERS, LIPSTICKS AND EYEBROW PENCILS ARE TOP 3 COSMETIC LINES

USUALLY USED FOR MAKEUP


22%

4%

4%

4%

5%

5%

5%

5%

5%

5%

6%

8%

10%

10%

12%

13%

28%

39%

39%

50%

0% 50% 100%

Others

NARS

Bobbi Brown

Laura Mercier

Lancôme

Benefit

Shu Uemura

Sulwhasoo

YSL

Estee Lauder

Clinique

Laneige

Dior

Chanel

Avon

Mac

L'Oreal

Revlon

Oriflame

Maybeline

Total

28%

2%

4%

2%

3%

3%

1%

3%

4%

3%

3%

8%

7%

3%

5%

17%

26%

44%

42%

65%

0% 50% 100%

25-29

27%

4%

5%

3%

4%

4%

6%

5%

4%

5%

6%

6%

6%

9%

9%

9%

24%

37%

40%

46%

0% 50% 100%

30-35

11%

5%

5%

11%

10%

10%

10%

7%

7%

10%

11%

14%

21%

26%

25%

14%

38%

32%

36%

32%

0% 50% 100%

36-40

4%

7%

0%

14%

4%

4%

7%

11%

14%

7%

11%

7%

25%

11%

29%

11%

32%

43%

32%

50%

0% 50% 100%

41-45

0%

0%

0%

0%

8%

0%

0%

0%

0%

8%

8%

8%

0%

8%

33%

25%

25%

50%

25%

42%

0% 50% 100%

Over 45

MAYBELLINE, ORIFLAME AND REVLON ARE TOP 3 BRANDS USED MOST

OFTEN FOR MAKEUP

What makeup brands are you using?


25-29 group chooses Maybeline while 36-40 group chooses L’Oreal as the most favorite brand


N = 562* N = 195 N = 114 N = 28N = 213 N = 12


14%

5%

7%

8%

8%

7%

7%

7%

8%

7%

8%

10%

18%

23%

21%

17%

36%

38%

45%

52%

0% 50% 100%

Jakarta

11%

3%

3%

1%

1%

0%

3%

3%

3%

3%

4%

5%

6%

6%

10%

10%

25%

49%

24%

48%

0% 50% 100%

Surabaya

22%

4%

4%

4%

5%

5%

5%

5%

5%

5%

6%

8%

10%

10%

12%

13%

28%

39%

39%

50%

0% 50% 100%

Others

NARS

Bobbi Brown

Laura Mercier

Lancôme

Benefit

Shu Uemura

Sulwhasoo

YSL

Estee Lauder

Clinique

Laneige

Dior

Chanel

Avon

Mac

L'Oreal

Revlon

Oriflame

Maybeline

Total

30%

3%

4%

3%

4%

5%

4%

4%

4%

5%

6%

8%

7%

4%

8%

12%

23%

36%

40%

50%

0% 50% 100%

Others

What makeup brands are you using?


Surabaya people choose Revlon as the most favorite brand for makeup


MAYBELLINE, ORIFLAME AND REVLON ARE TOP 3 BRANDS USED MOST

OFTEN FOR MAKEUP

N = 562* N = 80 N = 298N = 184


Where do you usually buy makeup cosmetics?


2%

2%

2%

21%

23%

23%

26%

0% 50% 100%

Other

Traditional Market

Online media (Facebook/ Instagram)

Online sites (Lazada, Tokopedia, etc.)

Supermarket

Shops specializing in selling cosmetics(Sephora, The Body Shop, dll)

Department store (Central, Metro,Debenhams)

Total

2%

2%

2%

25%

20%

29%

21%

0% 50% 100%

25-29

2%

2%

2%

21%

29%

25%

18%

0% 50% 100%

30-35

1%

4%

2%

18%

14%

16%

46%

0% 50% 100%

36-40

0%

0%

7%

21%

32%

7%

32%

0% 50% 100%

41-45

0%

0%

8%

0%

33%

17%

42%

0% 50% 100%

Over 45

DEPARTMENT STORES, COSMETIC SPECIALIZED SHOPS AND

SUPERMARKETS ARE TOP 3 PLACES TO BUY THE MAKEUP COSMETICS

25-29 group usually goes to cosmetic specialized shops to buy makeup cosmetics most often

While 36 age and above group usually buys makeup cosmetics at Department stores


N = 562* N = 195 N = 114 N = 28N = 213 N = 12


1%

3%

3%

26%

8%

19%

41%

0% 50% 100%

Jakarta

3%

3%

3%

20%

35%

24%

14%

0% 50% 100%

Surabaya

2%

2%

2%

18%

30%

26%

20%

0% 50% 100%

Others

2%

2%

2%

21%

23%

23%

26%

0% 50% 100%

Other

Traditional Market

Online media (Facebook/ Instagram)

Online sites (Lazada, Tokopedia, etc.)

Supermarket

Shops specializing in selling cosmetics(Sephora, The Body Shop, dll)

Department store (Central, Metro,Debenhams)

Total

Where do you usually buy makeup cosmetics?


N = 562* N = 80 N = 298

Jakarta people prefer to buy makeup cosmetics at Department stores

While Surabaya people prefer supermarkets to buy makeups

N = 184


DEPARTMENT STORES, COSMETIC SPECIALIZED SHOPS AND

SUPERMARKETS ARE TOP 3 PLACES TO BUY THE MAKEUP COSMETICS


10%3%

12%20%

14%

0%

6%

3%

4%

14%18%

8%

2%

0%

1%

6%18%

0%

8%

7%

4%

20%7%

8%

6%

5%

6%

9%7%

0%

8%

10%

9%

4%7%

8%

17%

25%

18%

6%7%

17%

41%49% 47%

20% 21%

58%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 25-29 30-35 36-40 41-45 Over 45

Under $75

$75-$155

$155-$230

$230-$310

$310-$460

$460-$615

$615-$770

Over $770

10%15%

24%

4%

6%5%

3%

8%

2%3%

1%

3%

8%

14% 5%

6%

6%

10%

4%

4%

8%

7%

8%

9%

17%

17%

18%

17%

41%

29%

39%

49%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Under $75

$75-$155

$155-$230

$230-$310

$310-$460

$460-$615

$615-$770

Over $770

$223 IS THE AVERAGE COST FOR BUYING MAKEUP COSMETIC PER TIME

In your last purchase, how much did you spend on buying makeup

cosmetics? (Comparison by Age Group & Location Group)

36-40 and 41-45 age groups spend more money on makeup cosmetic

Jakarta people spend money on makeup cosmetic more than other cities

AverageSpending

$223 $130 $193 $400 $129 $223AverageSpending

$279 $274 $175


$404

N = 562* N = 195 N = 114 N = 28 N = 184 N = 80N = 213 N = 562*N = 12 N = 298


FEEL FREE TO DROP US ANY QUESTION

• Japan

o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan

o Contact person: Mr. Hideyuki Kato (CEO)

o Email: [email protected]

o Contact number: +81 3-5532-3200

• Vietnam

o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City,

Vietnam

o Contact person: Mr. Ho Hai Dang (Country Manager)


o Contact number: +84 902-73-9944

• Thailand

o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok

10110, Thailand

o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)


o Contact number: +66 876 724 832

• Indonesia

o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia

o Contact person: Mr. Hendry Pratama (Country Manager)


o Contact number: +62 21 3005 3541

39

DI Marketing Co., Ltd.

appearance care habit in indonesia

Lifestyle