Regional Insights: Indonesia

Facial Care October 2015

2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

Contents

EXECUTIVE
SUMMARY

CONSUMERS

THE MARKET

INNOVATION

WHERE TO
NEXT?

Executive Summary

CONSUMERS
Having a white skin complexion continues to
be the goal for most Indonesian women.
However, the notion of being comfortable with
ones skin colour is slowly growing. Google
data shows the search for olive skin and
brown skin is growing. The finding is an
indication people are starting to become more
confident of their skin tone.
The market for beauty tools is taking off. As
more women enter the workforce, they will
have more disposable income to pamper
themselves. The growth and popularisation of
e-commerce has also made beauty tools
accessible to more consumers looking to enjoy
professional-like treatment at home.
Men are moving away from the metrosexual
clean-shaven look to one that is bearded with
focus on masculinity. Such development is
opening ways for new brand engagement.

WHAT IT MEANS

THE MARKET

INNOVATION

The facial care market has a total value of

IDR4.6 trillion (USD387 million) in 2014 with a
per capita consumption of only USD1.5 per
person. The market is expected to grow at a
CAGR of 9.7% from 2015-2019 to IDR8.3
trillion by 2019.

Brands are coming up with more effective antiageing products that are scientifically proven to
reduce visible signs of ageing. Natural antiageing products are being promoted as safer
alternatives, while halal anti-ageing taps into the
growing emphasis on halal cosmetics.

Cleanser/toners is the largest segment largely

necessitated by the need to deal with oily skin
caused by the tropical climate. Whitening and
lightening is the second biggest segment,
thanks to the entrenched cultural preference for
a fairer skin complexion. Anti-ageing is a
segment that is getting a lot of attention. Brands
are
encouraging
consumers
to
start
incorporating anti-ageing into their skin care
ritual from a younger age.

Local whitening ingredients continue to serve as

key inspirations for a new natural whitening
series. As a country with a rich diversity of flora
and fauna, there are still many untapped natural
ingredients that can help in skin whitening.

Multinationals dominate the market but local

brands are capitalising on the potential of halal
cosmetics to wrestle back market share.

Multifunctional alphabet cream is growing and

expanding from BB to DD cream and possibly
even to EE cream. Consumers want an all-inone product that can solve their skin problems
and brands are innovating in this direction.
Air pollution has been a major health hazard.
Products with anti-pollution claims are actively
being developed to meet rising demand.

The facial care market is expected to grow at a CAGR of 9.7% from 2015 to 2019. The low per capita
consumption of only USD1.5 shows vast growth opportunities for the category. The whitening and
cleansing categories are expected to continue to account for the largest share of the market but antiageing and mens skin care are the growth areas.

Consumers

Key Consumer Trends

Confidence of own skin colour

growing

Beauty tools making headway

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Fit, masculine and bearded

Key Consumer Trends: Confidence of own skin colour growing

Beauty for Indonesian women is to have fair skin. To
achieve the desired whitening results, many are
turning to skin lightening products as well as skin
whitening injections. However, the long-term use of
whitening products can result in side effects such
as mild redness, dryness or itching on the affected
areas.
There has been a changing perception towards
brown skin as evidenced by the rising search on
terms related to the Indonesian natural skin colours kuning langsat (olive skin) and sawo matang (brown
skin) on Google.
Slowly, Indonesian women are accepting their own
natural skin colour. Instead of insisting on getting a
white complexion, they are now trying to match
apparel and beauty products such as make-up to
their brown skin tone to bring out the beauty of their
skin.
People are starting to question the notion that fair
skin is a symbol of success. The recent Ponds White
Beauty campaign in Indonesia in 2015 featuring
singer Raisa was criticised by netizens for hinting that
ones potential can only be unleashed by having
beautiful and perfect skin.
6

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Google Trends

Key Consumer Trends: Beauty tools making headway

Beauty tools have become part of the beauty ritual for
some consumers. Consumers are using beauty tools
such as Derma Wand and Nano Spray to enjoy
professional-quality treatment in the comfort of their
own home.
These beauty tools claim to soften wrinkles, ensure
the skin is smooth and moist and improve skin tone
and texture.
Beauty tools are driven by home shopping network
and the growing popularity of e-commerce. Ecommerce transactions reached USD12 billion at the
end of 2014, up from USD8 billion in 2013.
Apart from e-commerce, the rising
number of
working women with disposal income is another
contributing factor to the rising sales of beauty tools.
Working women now have the economic means to
buy products and services to pamper themselves
after a hard days work.

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Key Consumer Trends: Fit, masculine and bearded

The new breed of modern urban Indonesian men is
characterised by someone who is not only well
groomed but also energetic and masculine with
some even sporting a bearded face.
These consumers spend a considerable amount of
time sculpting their body at the gym. At home, they
tend to consume a diet rich in protein including taking
supplements to build their muscle-mass.
Some are rejecting the clean shaven metrosexual
ethos and are growing beards or adding tattoos on
their body. Pop singer Marcello Ello Tahitoe is a
good example of the transformation. He used to have
a clean-shaven face but lately, he is seen comfortable
with long hair, beard and has added more tattoos on
his body.
Apart from Ello, the long hair (gondrong) and beard
(brewok) fashion is trending among male celebrities
in Indonesia including actor Chicco Jericho. The new
trend of being bearded is creating opportunities for
new
facial
care
products
and
marketing
engagements.
8

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Marcello Ello Tahitoe

The Market

The Market: Overview

10

Recent Developments

Looking Ahead

Market Size: Value/Volume

The Indonesian facial care market

expanded at CAGR of 13.6% from 20102014 to reach a total value of IDR4.6
trillion (USD387 million) in 2014.

The overall market is projected to grow at a

slower but healthy high single-digit CAGR of
9.7% from 2015-2019 to IDR8.3 trillion.

Market
Segmentation

The hot tropical climate has resulted in

strong demand for cleanser/toners,
making this segment the biggest with
nearly one-third of the market. The
cultural preference for a fair complexion
has benefited the skin whiteners and
lighteners market, turning this into the
second biggest segment.

Despite having fairly young demographics

with a median age of 29.2, the country has
the fifth biggest elderly population in the
world at 21mn, making anti-ageing a
category with good growth potential.
Growing awareness of the need to start antiageing facial care from an early age will
provide fuel to the category.

Company Market Share

Foreign multinationals dominate the facial

care market. Market leader Unilever has
seen strong market share gain over the
past years at the expense of smaller
competitors. The top three local players
Martha Tilaar Group, Mustika Ratu and
Kino collectively account for one-fifth of
the market.

The popularity of the Muslim-friendly

Wardah cosmetic brand shows local
companies can regain market share through
halal cosmetics. The rising awareness of
halal cosmetics means multinationals will
need to start paying attention to the
potential of halal cosmetics.

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Indonesia, Facial Care, Market Value: IDR, 2014

Market Value of Facial Care, Indonesia

Billion

Forecast

9000
8000

7000
6000
5000
4000
3000
2000
1000
0
2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

Source: Pengusaha dan Asosiasi Kosmetika Indonesia (Association of Entrepreneur Cosmetics Indonesia), Company Information, Trade Interviews, Mintel

Indonesias facial care market is growing at a low base of IDR4.6 trillion (USD387 million) in 2014, which is equivalent to p er capita
spending of only USD1.5. The market expanded at a CAGR of 13.6% in the past five years and is expected to grow at a slower pace of
9.7% in the next five years (2015-2019) to reach IDR8.3 trillion.
The country has a young demographic where 85.6% of the estimated 253 million population in 2014 were below the age of 55, of which
the estimated median age in 2014 was 29.2. Only 22.1% of the population in a 2011 survey belonged to the low income segment w ith
IDR20.4 million a year. The middle class comprised 60.9% and high income 17%. The favourable demographic and income factors will
trigger growth for the beauty product sector.
11

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Per Capita Value Consumption Facial Care

Per Capita Value Consumption of Facial Care Market, Asia-Pacific, 2014
USD per person
160.0
140.0
120.0
100.0
80.0
60.0
40.0

20.0
0.0
South Korea

Japan

Australia

Malaysia

China

Thailand

Indonesia

Vietnam

India

Source: Pengusaha dan Asosiasi Kosmetika Indonesia (Association of Entrepreneur Cosmetics Indonesia), Company Information, Trade Interviews, Mintel

Indonesia has one of the lowest per capita facial care spendings in the Asia-Pacific region at USD1.5 per person in 2014. In Indonesia,
facial care competes with body care and soap, bath and shower products. Indonesian consumers spent the most on body care with a per
capital spend of USD2.5 in 2014, followed by soap, bath and shower products at USD2.4. The per capita spending on colour cosmetic is
the lowest at USD1.1 in 2014. The low per capita spent on facial care is a reflection of low access to facial care for most o f the
population. As income rises, consumers will have income for more discretionary spending including facial care.

12

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Indonesia, Facial Care, Market Segmentation by Value, 2014

1%

3%
16%

32%

19%
30%
Cleansers/Toners
Skin Whiteners & Lighteners
Hydrating/Moisturising
Anti-ageing
Specialised
Masks

Source: Pengusaha dan Asosiasi Kosmetika Indonesia

(Association of Entrepreneur Cosmetics Indonesia), Company
Information, Trade Interviews, Mintel

13

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Cleanser/toners form the biggest segment in the facial care

market due to the tropical climate where dust and wind are
prevalent. The segment is also boosted by the growing usage
of mens face wash. Young Indonesians now want to look good
and well-groomed every day instead of restricting grooming to
special occasions. Volumes in cleanser/toner segment are
relatively large even though they are not usually highly priced
products.
Skin whiteners & lighteners is an important segment as fair skin
is often associated with desirability and high social status. The
strong desire to have fair skin means the demand for skin
whiteners and lighteners continues to be strong.
As existing facial care users grow older, the beauty regimen
changes to include greater focus on anti-ageing. An ageing
demographic means there will be growing demand for antiageing facial care products. The country has the fifth biggest
elderly population in the world with nearly 21mn older people in
2012.
Hydrating and moisturising forms the third biggest segment.
With rising female participation in the workforce, female office
workers are protecting
themselves from the prolonged
exposure to air conditioning by applying hydrating/moisturising
products.

Indonesia, Facial Care, Market Value Share , 2014

2%
4%
5% 4%
7%

35%

7%

10%
12%

15%

Unilever PLC
Kao Corporation
Martha Tilaar Group
The Procter & Gamble Company
PT Mustika Ratu Tbk
Kino Corporation
Beiersdorf AG
Johnson & Johnson Services, Inc.
PT Vitapharm
Others

Source: Company Information, Trade Interviews, Mintel

14

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Unilever continues to strengthen its market dominance with

35% of market value in 2014, rising from 28.4% in 2011.
Unilevers new IOMA luxury skin care system emerged as one
of the top ten selling skin care brands in the premium segment
in 2014. The company sees huge potential in the premium end
of the market. Unilever also saw breakthrough in the facial care
segment with the new Ponds Flawless White Dewy Rose Gel,
and Citra Korean Pink Orchid face moisturiser.
Kao is strong in mens facial wash through Mens Biore and in
facial foam and pore pack under the Biore brand. Biore has
turned its pore pack into a work of art with the batik motif and
with a touch of Japanese fragrance with the new Biore Pore
Pack Cherry Blossom Fragrance Sensation.
Martha Tilaar Group, Mustika Ratu and Kino are among the top
domestic players with a collective market share of 25%. Martha
Tilaar Group has completed the building of a new herbal
cosmetic plant in Cikarang. The company will focus more on
skin and hair care products as they are in high demand. Export
will also be boosted to capitalise on the weak rupiah. The key
products launched in 2014 comprised Biokos for Men Hydra
Energizing Series and Biokos Dermabright Brightening Foam.

Impending tax on e-commerce transactions

Beauty brands are using digital as a key marketing
tool in the country and this has necessitated brands
to maintain a strong presence online. The shift
towards online marketing as well as growing income
and access to technology has opened up
opportunities for online sales of beauty products. The
share of online beauty product sales out of total sales
is currently growing from a very low base in
Indonesia.
However, recent plans by the Indonesian government
to impose a 10% tax on e-commerce transactions
might derail the vibrant e-commerce sector. As of
mid-September 2015, the government has completed
95% of its e-commerce roadmap. At the moment,
around 70% of online payments are made through
ATMs.
Indonesias e-commerce transactions are expected to
reach IDR295 trillion (USD24.6 billion) by 2016, from
USD12 billion at the end of 2014, according to the
Indonesian E-Commerce Association (idEA).

15

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Innovation

16

Key Product Trends

Roll back the years

Natural whitening

Against the elements

Brands are turning to natural anti-ageing

ingredients derived from honey, black
pomegranate and other natural ingredients
as safer alternatives.
Gold micro-particles and 24K gold are
becoming popular in Indonesia as antiageing ingredients. Similar gold-infused
anti-ageing products are already well
established in neighbouring Malaysia, a
country with many similarities and
shared cultures.

Despite the popularity of skin whitening

injections, natural whitening products
continue to be in demand as they are
considered safe to use.
Brands are returning to their roots by
drawing inspiration from time-tested
natural local skin whitening ingredients
such as bengkoang (yam bean),
temugiring, brown rice and green tea.

Facial care with energy drink-inspired

taurine is used in new products to wake up
the skin. Taurine protects the skin from free
radicals and helps moisturise the skin.
Charcoal is commonly found in mens facial
care as an effective cleanser . Brands such
as L'Oral Men Expert and Nivea Men are
featuring the icy theme in their products.
The Garnier Men White Icy Duofoam helps
eliminate skin dullness, while L'Oral Men
comes with the icy cool menthol.

New anti-ageing technologies such as

Opti-Blur Technology from L'Oral and the
Instant Lift technology from Ponds are
helping to promote the need to start using
anti-ageing, while young.
The growing awareness about halal
cosmetics has spurred demand for antiageing facial care that uses only halal
ingredients. Wardah has successfully
positioned itself as a leading halal
cosmetic brand in the country.

From BB to DD cream, the multifunctional

alphabet creams are evolving into more
variants to solve skin problems with just
one product.
Milk-based skin care products now include
more diverse ingredient sources such as
hydrolyzed milk proteins and organic horse
milk. The organic horse milk range is a
unique facial wash using Sumbawa horse
milk, while hydrolyzed milk proteins have
the highest quality protein source.

Air pollution is a major health hazard in

Indonesia due to the numerous
occurrences of smog from traffic and haze
from uncontrolled crop burning.
The anti-pollution theme is strong in facial
cleanser. Among the active ingredients are
coffee, fine bubbles, herbs and Avne
thermal spring.
The multifunctional claim also works well to
provide key benefits such as cleansing, oil
protection, moisturising and anti-bacterial.

17

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Roll back the years: Natural black food ingredients for skin care

18

Brazilian black sugar that leaves

skin soft

Black pomegranate providing antiwrinkle effect

Skin Food Food Therapy Black Sugar Jelly Foam

Skin Food
Contains many nutritive ingredients, including fresh plants
and fruits, to keep skin healthy. The product is described as
a self-foaming cleanser with a jelly like texture that contains
mineral-enriched Brazilian black sugar that leaves skin soft.

Skin Food Black Pomegranate Touch Mask

Skin Food
Formulated with black pomegranate Voluming Effector,
enriched with a higher amount of ellagic acid and
antioxidants than the common red pomegranate, and is
described as a sleeping pack that provides an anti-wrinkle
effect and glowing and supple skin.

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Roll back the years: Honey-derived ingredients

19

Royal jelly and hyaluronic

acid

Moist honey for baby-soft

skin

Kracie Hadabisei Extra Moist

Facial Mask
Kracie Home Products
Formulated with royal jelly and
hyaluronic acid, to reduce the effects of
ageing and to moisturise. The extra rich
product retails in a 25ml pack. Also
available in this range are the variants:
Elasticity Facial Mask; and
Brightening Facial Mask.

Skin Food Honey Rich Neck Cream

Skin Food
Formulated with sweet, moist honey,
and is a wrinkle-smoothing dcollet
cream with a smooth yet viscous
texture that promotes baby-soft skin.
The product retails in a 100g pack.

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Seven naturally-derived
active ingredients
including Corsican honey

L'Occitane en Provence Immortelle

Divine
L'Occitane
Anti-ageing skincare range is
formulated with organic immortelle
combined with a unique complex of
seven naturally-derived active
ingredients: marsh clover; Corsican
myrtle; Corsican honey; Bellis perennis;
hyaluronic acid; evening primrose oil;
and camelina.

Roll back the years: Precious metals to combat premature ageing

20

Real gold micro-particles

24K gold for firm skin appearance

Pond's Gold Radiance Youthful Glow Day Cream SPF 15

PA++
Unilever
Made with real gold micro-particles, and is clinically proven
to lift away skin dullness and reveal the skin's youthful
radiance. With regular use, fine lines, wrinkles and age
spots are said to fade from sight as luminosity is
reinvigorated.

The Face Shop Sseal Golden Gel Mask

The Face Shop
Refreshing with royal jelly extracts and 24K gold. According
to the manufacturer, royal jelly replenishes skin lacking
nourishment and hydration; while gold promotes skin
activities to achieve a vital and firm skin appearance.

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Roll back the years: Anti-ageing with modern technology

21

Pond's Age Miracle

RevitaLift Magic Blur

Pond's Age Miracle Firm & Lift Face & Neck Lifting Day
Cream SPF 30 PA+++
Milott Laboratories
Features Instant Lift technology and described as a
luxurious, highly concentrated lifting cream proven to
visibly firm and lift the skin contour. It also deliver
double lifting effect from the first drop .

L'Oral RevitaLift Magic Blur Instant Smoother AntiAging Moisturizer

L'Oral
Features: Opti-Blur Technology, said to diffuse light on the
skin to immediately blur lines, wrinkles, pores and
imperfections; and pro-retinol A to fight the signs of ageing
for an anti-wrinkle action over time and younger looking
skin.

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Roll back the years: Anti-ageing halal cosmetic

Wardh taps popularity of halal cosmetic
Wardh has seen a surge
in popularity as halal
cosmetics take hold in Indonesia. As more Indonesian
women embrace hijab (headscarf) as a religious and
fashion statement, there is a rising demand for halal
cosmetic.

Wardh Renew You Anti Aging Day Cream SPF 30 PA+++

Paragon Technology and Innovation
Formulated with advanced RecoverAge System for antiwrinkle and prolonged hydration.

22

Wardh Renew You Anti Aging Day Cream SPF 30

PA+++ is formulated with advanced RecoverAge System
for anti-wrinkle and prolonged hydration. It is described
as an ultra light texture cream formulated with active
ingredients
that
uniquely
combines
advanced
moisturising complex as longer term moisturizer. It is
enriched with: antioxidant vitamin E, to help protect
against sun damage and reduce cell damage; and
peptide, to help stimulate collagen's formation, while
tightening and renewing the skin cells.
The product is also claimed to target cellular repair and
boost skin radiance, resulting in wrinkles appearing
smoothed, skin looking visibly brighter and youngerlooking.

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Natural whitening: Milk-based skin care products

Horse milk range

Serambi Botani Sumbawa

Island Horse Milk range
Serambi Botani
Features organic horse milk, rich in
anti-microbe Galaktoferin, to offer antibacterial protection and leaves the skin
youthful, brighter, fresher, smooth, soft
and healthy. Available as part of the
range is Green Tea Facial Wash, which
retails in a 100ml pack.

23

Milk protein for

moisturising

Hydrolyzed milk proteins

Yoko Milk Protein Facial Foam

Siam Yoko
Developed to care for
delicate facial skin with a formula
containing selected mild cleansing
agents and milk protein to effectively
moisturise and cleanse skin. According
to the manufacturer, it provides a
deeper cleansing, while helping to
restore skin's structure and prevent fine
lines and wrinkles.

Scentio Milk Plus Bright and White

Whitening Facial Foam
Beauty Buffet
Said to thoroughly wash away old
surface cells that contain melanin,
impurities and make-up. It is enriched
with: hydrolyzed milk proteins to
provide a clear, even and brighter
complexion; glycerin, to leave skin
soothed, comfortable and hydrated; and
co-enzyme Q10.

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Natural whitening: Multifunctional alphabet BB to DD cream

Natural white BB cream

Zoya Cosmetics Natural White BB

Cream
Zoya Cosmetics
Described as a multifunctional
moisturiser with antioxidant grape seed
oil and whitening complex, designed to
deliver a smooth look that is brighter
yet natural.

24

All-in-one moist and

lightweight multi-tasking
cream

Beauty Story Magical CC Cream SPF

30 PA++
Cosmax
An all-in-one moist and lightweight
multi-tasking cream developed with a
velvety and nourishing texture,
designed to melt into the skin and leave
it looking fairer, while offering
complexion care.

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C-Defense DD Cream

Wardh C-Defense DD Cream SPF 30

Paragon Technology and Innovation
Formulated with high-grade vitamin C.
According to the manufacturer, the
'unique' combination of lightening,
sunscreen and antioxidant gives a
healthy and radiant look for the skin.

Natural whitening: Facial care targeted at ethnic skin

Now with the additional
hibiscus to brighten the
skin

Sariayu Martha Tilaar Putih Langsat

Skin Brightening Facial Foam
Martina Berto
Been relaunched with a new product
name, a newly designed 75g pack and
a new formula, now with the additional
ingredient hibiscus to brighten the skin.
The product is said to deeply
cleanse skin, removing dirt, dust, and
excess oil in one easy step.

25

Bengkoang for facial

whitening

Papaya extract to leave a

brighter complexion,

Mustika Ratu Bengkoang Whitening

Moisturizer with UV Filter
Mustika Ratu
Contains bengkoang (mexican yam
bean) extract and licorice to moisten
and lighten the facial skin. The product
retails in a 35ml pack.

BDL Papaya Lightening Facial Wash

Sparindo Mustika
Formulated with papaya extract to
leave a brighter complexion, and
vitamins A, C and E to effectively
cleanse and lift dirt. It also contains
mulberry, lemon, licorice and bearberry
extracts in a halal formulation.

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Natural whitening: Whitening using local time-tested ingredients

26

Yam bean extract with

whitening effect

With whitening and

brightening rice extract

Kemuning extract to
maintain moisture

Ovale Aloe Vera Whitening Facial

Lotion
Kinocare Era Kosmetindo
Offers whitening effects and is
formulated with yam bean extract and
vitamins A and E. The product is
designed to clear dirt and remove
make-up and is said to help maintain
the skin's smoothness. It retails in a
200ml pack.

Purbasari Green Tea Lulur Wajah

(Facial Scrub)
The Face Shop
Formulated with green tea, whitening
and brightening rice extract, whitening
extract, jojoba oil and vitamin E.
According to the manufacturer, tannic
acid on green tea help to reduce
excess oil, while the scrub gently
removing blackheads, impurities and
dead skin cells. Designed for oily skin.

Sariayu Martha Tilaar Red Rice

Moisturizing Mask
Martina Berto
Contains kemuning extract that is said
to help maintain moisture and firmness
of the facial skin. It is also enriched with
brown rice, honey, temugiring extract
and panthenol to keep the skin
moisturised.

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Natural whitening: Going local for natural skincare

Indigenous herbs for natural skincare
Bali Alus is a Bali-based natural beauty product company.
The company is said to use 90% natural ingredients in its
products and avoid dangerous ingredients harmful to
skin.

Nutritious herb plants are used to produce the natural

beauty products. Among the ingredients are virgin
coconut oil (VCO), aloe vera, Balinese flower, betel,
sandalwood, bengkoang and frangipani.

Bali Alus Lovely Peeling Face Cream

Bali Alus
Said to help to clean the skin, eliminate wrinkles, shrink pores
and reduce blackheads. The product retails in a 50g pack.

27

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Against the elements: Enriched with energy-boosting taurine

Relaunched with
new Taurine Boost system

L'Oral Men Expert Hydra Energetic X Moisturising Fluid

L'Oral
Relaunched with a new name (previously L'Oral Men
Expert Hydra Energetic Turbo Booster Intense Recovery
Moisturiser), new formula and a newly designed 50ml pack.
It is enriched with a new Taurine Boost system and vitamin
C, to instantly wake the skin.
28

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Energising moisturiser

Za Men Ultimate Recharge Energizing Moisturizer

Za Cosmetics
Said to revitalize for fatigue free skin. Specially developed
for Asian men's trouble-free and energetic skin, it is claimed
to: energize the skin; reduce signs of fatigue; restore
radiance; leave the skin healthy; defend skin against
pollution.

Against the elements: Charcoal for skin cleansing

Ultra-fine bamboo
charcoal powder to absorb
excess grease

Adidas Skin Refresh OilControl Charcoal Facial Foam

Coty
Specially formulated with: ultra-fine
bamboo charcoal powder to absorb
excess grease; buckeyes complex and
witch hazel extracts to help perfect
the skin;

29

Effect of black charcoal &

icy clay

Garnier Men Turbo Light Double

White Icy Duofoam
L'Oral
Described as a cleanser which
combines the deep cleansing power
and instant whitening effect of black
charcoal and the anti dullness effect
of icy clay complex. It is said to help
reduce dullness whilst instantly
revealing fairer and clearer skin after
just one wash.

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Magnetic charcoal

L'Oral Men Expert Pure & Matte Icy

Effect Charcoal Black Foam
L'Oral
Designed to purify, cool down, refresh
and clear skin even in city heat,
eliminating blackheads and tightening
pores. The formula features: magnetic
charcoal and active defence system to
capture dirt, oil and toxins; whilst
menthol offers an 'icy effect' on skin.

Against the elements: Anti-pollution skin care

Mens anti-pollution with
coffee beans scrub

Pond's Men Pollution Out All-in-One

Deep Cleanser
Unilever
Foam cleanser and coffee bean scrub
plus a charcoal mask, all in
one product. The brightening foam is
said to clean and lift blackheads to
leave smooth skin; the coffee beans
scrub acts to remove dead skin cells
and refresh the skin.

30

Herb anti-dust

Skin Food Herb Anti-Dust Deep

Cleansing Foam
Skin Food
Features fine bubbles designed to
gently remove impurities. The formula
contains herbal ingredients that are
said to help keep skin healthy, clear
and refreshed. The product retails in a
150ml pack.

2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

Minimise the effects of

pollution

Eau Thermale Avne Micellar Lotion

Laboratoires Dermatologiques
Avne
A cleanser and make-up remover with a
no-rinse formulation. The
hypoallergenic and non-comedogenic
product is suitable for sensitive skin,
and is rich in Avne thermal spring
water. It is said to minimise the effects
of stress and fatigue and pollution.

Against the elements: Multifunctional face wash for men

Six multifunctional benefits
Gatsby Skin Tonic Perfect Clean Cooling Face Wash
features a smooth power formula with six multifunction
benefits for the face: oil protection, brightening, deep
cleansing, moisturising, anti-bacterial, and polishing
scrub. It has a skin regenerating system that is said to
regenerate dead cells and condition skin to make it
smoother.
The triple scrub system is claimed to clean oil and dirt
from skin surface and pores to ensure a perfect clean
face. Suitable for normal and oily skin, the product is
designed to offer an extra-cool sensation, and retails in a
100g pack. Also available as part of the range are: Clear
Whitening Cooling Face Wash; Oil Control Cooling Face
Wash; Energizing Fresh Cooling Face Wash; and AntiAcne Cooling Face Wash.

Gatsby Skin Tonic Perfect Clean Cooling Face Wash

Gatsby
Features a smooth power formula with six multifunction
benefits for the face.

31

The Gatsby Skin Tonic Clear Whitening Face Wash,

another product in the range, is marketed as a facial
whitener targeted at consumers living in dusty urban
environment.

2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

What it means
The facial care market is expected to grow to IDR8.3
trillion by 2019, rising from IDR4.6 trillion (USD387
million) in 2014. The low per capita consumption of only
USD1.5 in 2014 means there are still growth
opportunities. Growing personal income will help skin care
companies improve their household penetration. Growing
awareness will also increase usage frequency and trial.

Constant consumer engagement is needed to build trust

and brand affinity especially among young consumers.
Brands need to ensure their product ranges cater to the
different segments as consumers upgrade to more
expensive ranges as their income grows. In a repertoire
market like Indonesia, brands will need to come up with
new innovative products to keep consumers engaged.
Halal cosmetic is a key growth area for the facial care
category. Wardah is a good example of how a company
has the right elements in marketing, halal positioning and
focusing on the growing middle class segment.

32

2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

Appendix: Sources & Methodology

Consumer

Ngonoo.com, Kampangye Putih, Raisa Dihujani Kritik Oleh Para Netizen (Raisa
criticised by netizens for her whitening campaign), 24 April 2015
SWA, Panasonic Targetkan Kuasia 15% Produk Alat Kecantikan (Panasonic
aims to capture 15% share of beauty tool market), 12 December 2012
Jakarta Post, Govt to complete e-commerce
roadmap by end of month, 12 September 2015

Market

Product
Innovation

33

Mintel Market Sizes, Facial Care, 2015. http://marketsizes.mintel.com/

Other Sources: The Jakarta Post, Govt to complete e-commerce
roadmap by end of month, 12 September 2015
Unilever Indonesia, 2014 Annual Report
The Jakarta Post, Martina Berto to capitalize
on weak rupiah by boosting export, 17 June 2015
Marketeers.com, Jawaban Ponds untuk Masalah Penuaan Dini (Ponds
answer to anti-ageing), 1 April 2015
Mintel Global New Product Database (GNPD) http://www.gnpd.com/
Timeframe: September 2014 to September 2015
Product Categories Reviewed: Face/neck care
Other Sources: The Jakarta Post, Going natural for radiant
skin, 2 December 2012

34

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