L’Oréal confirms Indonesia is its fastest growing mass market

By Natasha Spencer

- Last updated on GMT

L’Oréal confirms Indonesia is its fastest growing mass market

Related tags Southeast asia

As the fourth most populated country in the world, Indonesia, is a key growth market for L’Oréal.

Indonesia, which continues to act as a major target market for the global cosmetics company, has a 262 million-strong population, of which, 51% use the internet, the global beauty named revealed. 

Indonesia: Fastest growing mass market

The beauty giant has had a noticeable presence in the Southeast Asian country since 1979, and as its 40th year in the nation approaches, L’Oréal commits its focus to the evolving desires and preferences of beauty-loving consumers.

At present, there are 15 L’Oréal brands available in the country. This has grown in recent years, and over the past decade, the Indonesian market has doubled in size.

As the country’s beauty development and rapid growth in Indonesia continues, utilising cosmetics goods and items are an expression of identity. On average, females are using two skin care products a day and between four to seven make up items.

Merging old with new

With an active population that consists of “urban and digital”​, L’Oréal has spotted that the beauty arena combines both tradition and contemporary developments.  

Indonesia contains a young population. As a result, social media is a primary marketing channel for beauty brands to explore. This also plays into the fact that consumers are hoping to “fuel the desire and ability to express oneself”,​ L’Oréal announced.

Facebook and Instagram, for example, are the go-to platforms for beauty wearers to engage and share beauty tips and trends. A considerable rise in the colour cosmetics sector has been directly connected to the use of these social media platforms.

Natural, self-care, confidence

Recent research​ conducted by L’Oréal found that 75% of Indonesian women prefer beauty products made with natural ingredients, compared to the global percentage of 66%.

“I enjoy taking care of myself”​ was reiterated by 82% of Indonesian women, a considerable number more than the 67% of international females who agreed with this comment.

Confidence appears a prevailing attitude amongst Indonesian women as 80% of the country’s women agreed with the sentiment: “Physically, I like myself as I am”​, unlike the 66% of those around the world.

Despite identifying 95 brands in the Indonesian market, including other notable beauty heavyweights including Lancome, Urban Decay and She Uemura, the French beauty giant is growing at two times the rate of the market.

Leading from the front

L’Oréal has also been voted as the number one brand in the professional hair care, luxury and men’s face care markets in the Southeast Asian country.

Promoting messages of diversity, empowerment, harmony, tradition and beauty, L’Oréal delivers its #beautyforall campaign, with Indonesia at its heart.

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