The development of Indonesia’s cosmetics and skin care industries has been increasing positively. Based on data from the Ministry of Industry (2016), the growth of this industrial market averaged 9.67% per year in the last six years (2009 – 2015). This market growth is closely related to the number of women in Indonesia followed by increasing the level of education and participation rates of female labor force in Indonesia. This makes the women are required to have a high confidence to be able to perform at every opportunity. The need for beauty is closely related to the confidence in women.
The potential of skin care market is more tempting with the increasing number of upper middle class in Indonesia who are known to be fond of shopping. Upper middle-class population (expenditure> Rp 3 million per month) in urban areas reached 59% of the total population in Indonesia.
The large potential of this market, encouraging Sigma Research to do research on skin care products in 2017 in 11 major cities (Medan, Jakarta, Bogor, Depok, Tangerang, Bekasi, Bandung, Semarang, Surabaya, Denpasar, and Makassar) with the number of samples 1,200 respondents. The purpose of this research is to provide a complete picture of the trends and behavior of Indonesian women in choosing and buying skin care products in terms of their demographics and habits.
From this research found that some women of Indonesia have been using skin care products since the age of high school even existed since junior and elementary school. This research reveals about the size of the market potential (market size), brands on the market and share of skin care products. In addition, the behavior patterns of consumers of skin care including shopping patterns are also reviewed on the results of this study. Similarly, the skin type of Indonesian women, skin care skin color theme is the current trend, the level of customer satisfaction and loyalty as well as budget purchase skin care products.
Skin care product categories reviewed in this research are facial wash, moisturizer, cleanser, toner, face mask, sunblock and serum. In addition, there is also information about facial care and skin care products from beauty clinics on research results.
Trend and behavior studies for this cosmetic market use two methods of this research that is quantitative method and literature study (desk research).
Quantitative methods were conducted through face to face interviews with a number of respondents using structured questionnaires prepared in accordance with the objectives of the study. While the desk research is conducted by collecting secondary data from Statistics Indonesia (BPS), Ministry of Industry, World Bank, and other related literature sources.
Criteria of Respondents in this study were women aged 15 – 55 years and have income per month above Rp. 2.600.000 and domiciled in 11 major cities namely Medan, Jakarta, Bogor, Depok, Tangerang, Bekasi, Bandung, Semarang, Surabaya, Denpasar, and Makassar. The number of respondents to sample was 1.200 people taken randomly at 95,0% confidence intervals and a margin of error of +/- 2,83%. The survey was conducted in March-April 2017.