BEAUTY AND PERSONAL CARE

IN INDONESIA
Euromonitor International
June 2013

B E A UT Y A ND P E RS ONA L CA RE I N I NDONE S I A P a s s p o r t I
E u r o mo n i t o r I n t e r n a t i o n a l
LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
Beauty and Personal Care Records Stronger Growth Thanks To Better Economic Outlook .... 1
Active Promotional Activities and Rising Beauty Concerns Expand Consumer Base ............... 1
Leading Companies Post Stronger Growth in 2012 .................................................................. 1
Modern Grocery Stores Play Improved Role in Beauty and Personal Care .............................. 1
Beauty and Personal Care Set To Perform Dynamically Over Forecast Period ....................... 2
Key Trends and Developments .................................................................................................... 2
Accelerating Growth Thanks To Positive Macroeconomic Conditions ...................................... 2
Increase in Products in Smaller Packaging Formats ................................................................ 3
Rising Demand for Halal Cosmetics ......................................................................................... 3
Celebrity Endorsers Play Major Role in Marketing Campaigns of Leading Companies ............ 4
Leading Players Increase Social Media Marketing Activities .................................................... 5
Market Data .................................................................................................................................. 6
Table 1 Sales of Beauty and Personal Care by Category: Value 2007-2012 ............ 6
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth
2007-2012 .................................................................................................... 6
Table 3 Sales of Premium Cosmetics by Category: Value 2007-2012 ...................... 7
Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2007-
2012 ............................................................................................................. 7
Table 5 Beauty and Personal Care GBO Company Shares by Value 2008-
2012 ............................................................................................................. 8
Table 6 Beauty and Personal Care NBO Company Shares by Value 2008-
2012 ............................................................................................................. 9
Table 7 Beauty and Personal Care LBN Brand Shares by Value 2009-2012 ......... 10
Table 8 Penetration of Private Label in Beauty and Personal Care by
Category: % Value Analysis 2007-2012 ..................................................... 11
Table 9 Sales of Beauty and Personal Care by Distribution Format: % Value
Analysis 2007-2012 .................................................................................... 11
Table 10 Sales of Beauty and Personal Care by Category and by Distribution
Format: % Value Analysis 2012 ................................................................. 12
Table 11 Forecast Sales of Beauty and Personal Care by Category: Value
2012-2017 .................................................................................................. 14
Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value
Growth 2012-2017 ..................................................................................... 14
Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2012-2017 ..... 15
Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth
2012-2017 .................................................................................................. 15
Definitions ................................................................................................................................... 16
Sources ...................................................................................................................................... 16
Summary 1 Research Sources ...................................................................................... 16


B E A UT Y A ND P E RS ONA L CA RE I N I NDONE S I A P a s s p o r t 1
E u r o mo n i t o r I n t e r n a t i o n a l
BEAUTY AND PERSONAL CARE IN
INDONESIA


EXECUTIVE SUMMARY

Beauty and Personal Care Records Stronger Growth Thanks To Better
Economic Outlook
The fact Indonesia continued to record improved economic growth in 2012 helped to boost
beauty and personal care sales. Most areas within beauty and personal care recorded double-
digit growth, with rising disposable incomes encouraging consumers to increase their spending
on beauty and personal care products a development which led to a rise in both volume and
value sales. High demand within the area is well-supported by the rapid expansion of modern
retail outlets and heavy marketing efforts of players, including regular new product launches.

Active Promotional Activities and Rising Beauty Concerns Expand
Consumer Base
Indonesians, both male and female, are showing increased concerns about their appearance
and are trying to look younger and more beautiful as a result of peer pressure and high
exposure to beauty advertising featuring celebrity endorsers. Marketing campaigns by leading
companies generally include above-the-line methods, such as television commercials, which
have a large coverage and help to widen the consumer base of beauty and personal care
producers. The consumer base expansion is also supported by high product availability in
various retail channels as well as the offering of affordable products for lower income groups.

Leading Companies Post Stronger Growth in 2012
Multinationals, namely Unilever, Procter & Gamble, Orindo Alam Ayu and LOral, remained
the leading companies within beauty and personal care in 2012 with these players registering
respectable double-digit growth rates. Having a long-established presence and strong brand
image, the brands manufactured by these companies are generally more preferred by
consumers due to their higher perceived quality compared to local brands. Moreover, these
companies are widely renowned for their intensive marketing campaigns, both through the mass
media and in-store promotions.

Modern Grocery Stores Play Improved Role in Beauty and Personal
Care
Hypermarkets and convenience stores continued to expand across the region in 2012,
opening more outlets outside Java. Despite increasing their number of outlets in Java, these
modern grocery retailers are set to expand in areas in eastern Indonesia such as Sulawesi and
Papua. Following this expansion, the performance of modern grocery retailers is improving in
beauty and personal care. Besides rapid outlet expansion, hypermarkets and convenience
stores frequently offer various in-store promotions such as discounts, product bundling and buy-
one-get-one-free promotions.

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Beauty and Personal Care Set To Perform Dynamically Over Forecast
Period
Growth within beauty and personal care is likely to remain robust over the forecast period as
there is still more room for improvement. Players are expected to strengthen their performance
in regions outside Java, especially in untapped regions in eastern Indonesia. Urban citizens,
nonetheless, are likely to remain the main contributor to sales in most areas. However, demand
amongst rural citizens for more basic products such as hair care, bath and shower and oral care
products will rise.


KEY TRENDS AND DEVELOPMENTS

Accelerating Growth Thanks To Positive Macroeconomic Conditions
Economic growth in Indonesia continued to improve in 2012, with GDP increasing at the
fastest rate since 1996. After increasing by 6.46% in 2011, GDP in Indonesia increased by
6.54% in 2012. In addition, the unemployment rate also declined to 6.32% in the first quarter of
2012 compared to the same period in 2011. Supported by such a confident economic outlook, in
2012 there was also a 28.1% rise in Foreign Direct Investment (FDI). Nonetheless, during the
first semester of the year the Rupiah depreciated strongly against the US dollar, falling from an
average of Rp8,776.90 per US dollar in 2011 to Rp9,174.15 per US dollar in 2012.
Consequently, the rising exchange rate against the US dollar resulted in a rise in the price of
imported raw materials as well as imported products.

Current impact
Improving macroeconomic conditions, reflected by an increase in GDP growth and lower
unemployment rate in Indonesia, resulted in an increase in consumer disposable incomes in
2012 and further encouraged more household spending across various product areas, including
the purchasing of beauty and personal care products. Along with rising beauty awareness
amongst both female and male consumers, Indonesians increased their spending on non-basic
products such as fragrances, colour cosmetics and deodorants. Accelerated by optimistic
economic performance, beauty and personal care registered faster current value growth of 15%
in 2012.

Outlook
Indonesia has a favourable economic outlook for the forecast period, with GDP set to rise,
mainly due to increasing domestic consumption and the expansion of the middle class.
Unemployment is also expected to continue diminishing and will result in a better economic
outlook for Indonesia. Following the relatively strong currency depreciation in 2012, the
exchange rate of the Rupiah against the US dollar is not likely to keep declining over the
forecast period. As a weak currency would hurt the industry, which relies on imported goods,
including within beauty and personal care, the Indonesian government is likely to intervene in
order to maintain a stable currency. In addition, production costs are likely to continue to
increase due to rising electricity costs in 2013. As a result, beauty and personal care
manufacturers are likely to increase the prices of their products over the forecast period.

Future impact
In-line with expected improving economic conditions over the forecast period, beauty and
personal care is also likely to register an even better performance over the coming years. With
rising disposable incomes, Indonesian consumers tend to increase their spending on products
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deemed less necessary. As a result, fragrances, colour cosmetics and deodorants are projected
to register dynamic growth over the forecast period. Overall, beauty and personal care has a
respectable projected forecast period constant value CAGR of 9%. Following inevitable rising
costs, industry players will be forced to raise the price of beauty and personal care products.
Nonetheless, manufacturers are likely to attempt to minimise price increases by introducing
smaller pack sizes, refill packs and more economical packaging formats.

Increase in Products in Smaller Packaging Formats
In a bid to expand their consumer bases, beauty and personal care players are introducing
smaller packaging formats. With smaller packaging, products are more affordable and thus
appeal more to lower income consumers. As the regular bottle size is considered expensive for
some low-income consumers, manufacturers offer their products in small flexible packaging
(sachet) formats which are priced as low as Rp500 per unit. Towards the end of 2012, Unilever
launched innovative double-sachet packaging for its shampoo brands, such as Clear and
Sunsilk. In early 2012, another leading player in hair care, LOral Indonesia, also provided
sachet packaging for its hair mask.

Current impact
The introduction of more products in smaller packaging has affected average unit prices
within beauty and personal care. Since economical packing is priced much lower, rising sales of
such packaging has dragged down average unit prices in some areas within beauty and
personal care, especially hair care.
The availability of leading brands in smaller packaging sizes has helped producers to reach
lower income groups and thus expand their consumer bases. As a result, brands which used to
only cover middle-high income groups now also appeal to middle-low income demographics.

Outlook
The trend towards smaller packing within beauty and personal care is expected to continue
over the forecast period. Aiming for expanded market coverage, more beauty and personal care
manufacturers are likely to introduce more economical packaging, including sachets, refill
pouches and smaller bottle packaging. Despite the improving economy, lower income
consumers are likely to remain price-sensitive and demand for economical packs will thus
remain high.

Future impact
As the price of one time purchases of beauty and personal care products in smaller packs is
considered to be more affordable, beauty and personal care products are expected to record
increasing volume growth. Moreover, with the attempts for market expansion of beauty and
personal care players through the reduction of pack sizes, average unit prices of beauty and
personal care products, especially hair care brands, are likely to increase. More purchases of
cheaper and economical products will result in lower unit prices over the forecast period.

Rising Demand for Halal Cosmetics
It is important for Moslems to ensure that all of the food they eat and that all of the products
they use are Halal. This means that the product is permissible by Islamic law with regard to
production, origin of raw materials and use of permissible substances. The products must be
manufactured, stored and packaged according to specific Halal requirements.
Indonesia has the worlds largest Moslem population and is the country with the fourth largest
population in the world. As a result of the large Moslem population, it is important for beauty and
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personal care manufacturers to ensure that their products are Halal-certified - a process which
is regulated by Majelis Ulama (MUI), the Board of Moslem Leaders in Indonesia.

Current impact
Towards the end of the review period, there was an increase in the popularity of Halal beauty
and personal care products in Indonesia. These products greatly appeal to Moslem consumers
who value integrity and legitimacy when it comes to beauty and personal care products. In a bid
to attract consumers within this lucrative area, companies tried to obtain the Halal label for their
products. Martina Berto, for example, attained Halal certification for its Sari Ayu and Caring
Colour brands in March 2012. Another rising brand is Wardah by Paragon Industry & Innovation
PT which claims to be the first cosmetic brand to receive Halal certification. Wardah emphasises
its pure and safe ingredients which are specifically designed for Moslem consumers. The brand
was well-supported by the companys heavy marketing campaign, which included television
commercials, talk shows, beauty classes and product placements in popular movies.

Outlook
Halal beauty and personal care products, especially cosmetics, are predicted to continue
increasing in popularity over the forecast period. With the majority of the population being
Moslem, Halal cosmetics are a very lucrative prospect in Indonesia. Demand for Halal beauty
and personal care products is likely to increase in-line with rising consumer knowledge of
products ingredients, sourcing of raw materials and production. In response to this trend, more
leading companies are likely to ensure that their products are Halal-certified. More research and
development is likely to be conducted within this particular area and will result in more new
product launches and emerging brands.

Future impact
Halal certification will allow beauty and personal care manufacturers to reach out to
consumers who demand Halal-labeled products. As a result, Halal-certified brands such as
Wardah, Sari Ayu and Caring Colours are likely to register higher growth over the forecast
period. Looking at the potential market, more brands are likely to attain Halal certification a
development which will help to boost growth. As organic products are sometimes regarded as
having similar properties to Halal products, brands with no animal ingredients and which are not
tested on animals, such as The Body Shop, are also expected to perform well.

Celebrity Endorsers Play Major Role in Marketing Campaigns of
Leading Companies
Tight competition between beauty and personal care manufacturers is resulting in the
conducting of heavy marketing campaigns in order to establish brand awareness and attract
new customers. Asides from in-store promotions such as discounts and product bundling,
another common promotional activity is television commercials. For such above-the-line
methods, the use of celebrity endorsers is considered to be an effective way to catch consumer
attention. Consumers are encouraged to believe that they can be as beautiful, youthful and
good looking as the celebrities seen in the adverts.

Current impact
Leading beauty and personal care manufacturers continuously use famous actors/actresses,
singers or other celebrities to promote their products. In selecting the brand ambassador,
manufacturers align themselves with the brand image they want to establish for a specific
market. For example, young rising star Gita Gutawa was recently chosen to be the brand
ambassador of Procter & Gambles new Pantene Nature Care Smoothness & Life as the brand
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primarily targets young, active and dynamic female consumers. Other renowned brands which
frequently use celebrity endorsers include Lux (bath and shower), LOreal (hair care) and many
others. As a result, these brands recorded dynamic growth over the review period.

Outlook
Celebrity endorsement is expected to retain its essential role over the forecast period as it can
help producers to build the desired brand image. The use of brand ambassadors enables
companies to effectively convey the message to targeted consumers. Nonetheless, celebrity
endorsement is still limited to leading companies, which generally have a long-standing
presence and strong financial resources.

Future impact
With regard to its importance, leading beauty and personal care manufacturers are expected
to continue to heavily invest in celebrity endorsements as part of their marketing campaigns.
Lux, a leading brand in bath and shower, has been able to manage its outstanding performance
through consistent brand image conveyed via its brand ambassadors. This brand always
ensures that its icons are attractive and inspirational females. The continuous growth of this
brand reflects the effectiveness of endorsement and more and more companies are thus set to
do likewise.

Leading Players Increase Social Media Marketing Activities
Improved internet access in Indonesia is resulting in a growing number of internet users,
especially regarding social media. Social networking websites, especially Facebook and Twitter,
enjoy exceptional popularity in Indonesia. These virtual platforms allow people to meet new as
well as existing contacts and share their thoughts. Having the second largest number of
Facebook subscribers in the world and being home to the fifth most Twitter users, Indonesians
are greatly involved with social networks. This encourages companies, including beauty and
personal care players, to exploit the trend for promotional means.

Current impact
Through social media platforms, especially Facebook and Twitter, beauty and personal care
players are able to establish two-way communication with consumers. This social network
connection gives them numerous advantages, such as promoting their new product launches,
increasing brand awareness, obtaining consumer feedback and much more. The free
registration provides players with large potential consumers of millions of Facebook subscribers.
Leading companies, including Unilever, Mandom, Oriflame and many others regard official
Facebook accounts as an important part of their promotional campaigns to promote their
brands. The Caring Colours colour cosmetics brand by Martha Tilaar even received a Social
Media Award in 2012 for its active promotion through Facebook and Twitter. This type of
marketing activity receives a positive reaction from the market by responding and replying to the
companys posts. Consumers also frequently post questions about particular products and
receive prompt responses from the companys Facebook administrator.

Outlook
As the number of Facebook and Twitter users is expected to continue increasing during the
forecast period, beauty and personal care manufacturers are predicted to intensify their
promotions through social networking. With improved internet access and increasing use of
computers, smartphones and tablets, social networking websites are becoming an essential
means of promotion, with urban consumers, especially younger generations, being the main
target. Besides introducing the new products, companies can also advertise their upcoming
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events through social media and attempt to gain more participants and raise brand awareness.
Due to these benefits, more and more beauty and personal care companies are likely to use
social media for free online advertising, particularly those players targeting young urban
consumers.

Future impact
Using social media enables beauty and personal care companies to create a consumer base
community which may lead to word-of-mouth promotion in the long-run. Young Indonesian
consumers tend to be influenced by their friends opinions. As a result, Facebook, which allows
information sharing among users, serves as a perfect platform. Nonetheless, this trend is only
strong among younger generations, with older consumers rarely engaging in social media. As a
result, companies which target senior citizens and older generations, such as those selling joint
and heart supplements, are expected to continue using traditional marketing tools such as TV
advertisements, magazines and in-store promotions.


MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2007-2012

Rp billion
2007 2008 2009 2010 2011 2012

Baby and Child-specific 471.0 534.2 600.9 684.1 784.3 906.4
Products
Bath and Shower 2,802.6 3,104.2 3,410.2 3,632.0 3,909.5 4,232.8
Colour Cosmetics 1,600.1 1,810.7 1,976.1 2,223.0 2,558.0 2,941.1
Deodorants 203.5 224.5 243.3 268.3 304.8 350.1
Depilatories - - - - - -
Fragrances 841.7 995.6 1,143.0 1,321.3 1,567.3 1,820.2
Hair Care 4,076.2 4,521.5 4,907.9 5,338.4 5,855.9 6,579.0
Men's Grooming 616.8 713.5 803.0 902.2 1,030.9 1,187.8
Oral Care 3,577.8 3,784.6 3,971.7 4,148.3 4,374.7 4,635.2
Oral Care Excl Power 3,577.8 3,784.6 3,971.7 4,148.3 4,374.7 4,635.2
Toothbrushes
Skin Care 3,551.5 5,118.5 6,217.1 7,494.4 9,167.1 11,326.9
Sun Care 11.3 11.9 11.6 13.5 16.7 20.2
Sets/Kits 81.8 96.5 106.2 115.2 127.9 144.5
Premium Cosmetics 703.7 786.4 880.7 1,011.5 1,149.5 1,323.0
Mass Cosmetics 12,935.9 15,631.4 17,735.5 20,078.8 23,141.9 26,998.3
Beauty and Personal Care 17,461.5 20,472.9 22,882.9 25,557.3 29,018.1 33,348.7
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Notes: Premium/mass cosmetic sales are additionally included within baby and child-specific products, bath and
shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.
Sum of categories is greater than market size because the four mens toiletries categories are included
in mens grooming as well as in bath and shower, deodorants, hair care and skin care.


Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2007-2012

% current value growth
2011/12 2007-12 CAGR 2007/12 Total

Baby and Child-specific Products 15.6 14.0 92.4
Bath and Shower 8.3 8.6 51.0
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Colour Cosmetics 15.0 12.9 83.8
Deodorants 14.9 11.5 72.1
Depilatories - - -
Fragrances 16.1 16.7 116.2
Hair Care 12.3 10.0 61.4
Men's Grooming 15.2 14.0 92.6
Oral Care 6.0 5.3 29.6
Oral Care Excl Power Toothbrushes 6.0 5.3 29.6
Skin Care 23.6 26.1 218.9
Sun Care 20.7 12.3 79.0
Sets/Kits 13.0 12.1 76.6
Premium Cosmetics 15.1 13.5 88.0
Mass Cosmetics 16.7 15.9 108.7
Beauty and Personal Care 14.9 13.8 91.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Notes: Premium/mass cosmetic sales are additionally included within baby and child-specific products, bath and
shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.
Sum of categories is greater than market size because the four mens toiletries categories are included
in mens grooming as well as in bath and shower, deodorants, hair care and skin care.


Table 3 Sales of Premium Cosmetics by Category: Value 2007-2012

Rp billion
2007 2008 2009 2010 2011 2012

Premium Baby and Child- 0.2 0.2 0.1 0.1 0.1 0.1
specific Products
Premium Bath and Shower 2.0 2.2 2.7 4.0 5.1 6.3
Premium Colour Cosmetics 184.0 197.4 211.4 244.5 258.4 279.4
Premium Deodorants 1.7 1.8 2.1 2.5 3.0 3.9
Premium Fragrances 137.6 155.0 173.5 191.2 213.2 239.8
Premium Hair Care 42.8 49.7 54.0 61.4 70.1 81.3
Premium Skin Care 317.5 359.6 414.6 483.7 572.8 682.3
Premium Sun Care 1.6 1.8 2.2 2.8 3.8 4.6
Premium Sets/Kits 16.4 18.8 20.2 21.3 23.0 25.3
Premium Cosmetics 703.7 786.4 880.7 1,011.5 1,149.5 1,323.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Premium/mass cosmetic sales are additionally included within baby and child-specific products, bath and
shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.


Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2007-2012

% current value growth
2011/12 2007-12 CAGR 2007/12 Total

Premium Baby and Child-specific Products 6.7 -9.0 -37.6
Premium Bath and Shower 24.9 26.5 223.6
Premium Colour Cosmetics 8.1 8.7 51.8
Premium Deodorants 26.4 17.4 122.7
Premium Fragrances 12.5 11.7 74.2
Premium Hair Care 15.9 13.7 90.1
Premium Skin Care 19.1 16.5 114.9
Premium Sun Care 20.7 22.8 179.4
Premium Sets/Kits 9.9 9.1 54.6
Premium Cosmetics 15.1 13.5 88.0
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Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Premium/mass cosmetic sales are additionally included within baby and child-specific products, bath and
shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.


Table 5 Beauty and Personal Care GBO Company Shares by Value 2008-2012

% retail value rsp
Company 2008 2009 2010 2011 2012

Unilever Group 36.3 36.7 38.0 38.0 38.5
Procter & Gamble Co, The 10.8 10.9 11.1 11.3 11.8
L'Oral Groupe 4.9 5.2 5.5 5.8 6.1
Oriflame Cosmetics SA 3.6 3.2 3.5 3.8 3.7
Lion Corp 3.7 3.7 3.6 3.4 3.1
Mandom Corp 2.9 2.9 2.9 2.9 2.9
Wings Corp 2.7 2.9 2.9 2.8 2.6
Orang Tua Group 3.2 3.0 2.8 2.6 2.5
Martha Tilaar Group 2.4 2.3 2.2 2.2 2.1
Johnson & Johnson Inc 2.1 2.1 2.1 2.1 2.1
Vitapharm PT 2.0 2.0 2.0 2.0 2.0
Kao Corp 1.9 1.9 2.0 1.9 1.9
Mustika Ratu Tbk PT 1.9 1.8 1.8 1.7 1.7
PZ Cussons Plc 1.7 1.7 1.7 1.6 1.6
Kino Sentra Industrindo 1.2 1.2 1.3 1.3 1.3
PT
Revlon Inc 0.9 1.0 1.1 1.2 1.2
Beiersdorf AG 0.8 0.8 0.9 0.9 1.0
Tempo Scan Pacific Tbk PT 0.9 1.0 1.0 1.0 1.0
Amway Corp 0.8 0.8 0.8 0.8 0.8
Este Lauder Cos Inc 0.6 0.6 0.6 0.6 0.6
Bina Karya Prima PT 0.6 0.6 0.6 0.6 0.6
GlaxoSmithKline Plc 0.3 0.3 0.4 0.5 0.5
Rohto Pharmaceutical Co 0.5 0.5 0.5 0.5 0.5
Ltd
Gloria Origita 0.4 0.4 0.4 0.4 0.4
Cosmetics PT
Nu Skin Enterprises Inc 0.2 0.2 0.3 0.3 0.4
Galenium Pharmasia 0.3 0.3 0.3 0.3 0.3
Laboratories PT
Pigeon Corp 0.3 0.3 0.3 0.3 0.3
Unza Nusantara Sdn Bhd 0.2 0.2 0.2 0.3 0.3
Joenoes Ikamulya PT 0.3 0.3 0.3 0.3 0.3
Medikon Prima 0.2 0.2 0.2 0.2 0.2
Laboratories PT
Reckitt Benckiser Plc 0.2 0.2 0.3 0.3 0.2
LG Household & Health - 0.1 0.2 0.2 0.2
Care Ltd
Shiseido Co Ltd 0.2 0.2 0.2 0.2 0.2
Priskila Prima Makmur PT 0.1 0.1 0.1 0.1 0.2
LVMH Mot Hennessy 0.0 0.0 0.0 0.2 0.2
Louis Vuitton SA
Gondo Wangi Tradisional 0.2 0.2 0.2 0.2 0.2
Kosmetika PT
Megasurya Mass PT 0.2 0.2 0.2 0.1 0.1
Surya Dermato Medica 0.1 0.1 0.1 0.1 0.1
Laboratories PT
Denta PT 0.2 0.2 0.2 0.1 0.1
Sanofi 0.1 0.1 0.1 0.1 0.1
Others 9.9 9.2 7.2 6.7 6.2
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Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 6 Beauty and Personal Care NBO Company Shares by Value 2008-2012

% retail value rsp
Company 2008 2009 2010 2011 2012

Unilever Indonesia Tbk PT 36.3 36.7 36.5 36.5 37.1
Procter & Gamble Home 10.6 10.7 10.9 11.1 11.6
Products Indonesia PT
L'Oral Indonesia PT 3.3 3.5 3.7 3.9 4.1
Orindo Alam Ayu PT 3.6 3.2 3.5 3.8 3.7
Lion Wings PT 3.7 3.7 3.6 3.4 3.1
Mandom Indonesia Tbk PT 2.9 2.9 2.9 2.9 2.9
Sayap Mas Utama PT 2.7 2.9 2.9 2.8 2.6
Ultra Prima Abadi PT 3.2 3.0 2.8 2.6 2.5
Martha Tilaar Group 2.3 2.3 2.2 2.2 2.2
Vitapharm PT 2.0 2.0 2.0 2.0 2.0
Johnson & Johnson 2.1 2.1 2.1 2.1 2.0
Indonesia PT
Monica Hijau Lestari PT 1.5 1.6 1.7 1.8 1.9
Mustika Ratu Tbk PT 1.9 1.8 1.8 1.7 1.7
Kao Indonesia PT 1.6 1.6 1.7 1.6 1.6
PZ Cussons Indonesia PT 1.7 1.7 1.7 1.6 1.6
Sara Lee Body Care 1.5 1.5 1.5 1.5 1.5
Indonesia Tbk PT
Kinocare Era Kosmetindo 1.2 1.2 1.3 1.3 1.3
PT
Tempo Scan Pacific Tbk PT 1.0 1.1 1.1 1.1 1.1
Revlon Inc 0.9 0.9 1.0 1.1 1.1
Beiersdorf Indonesia PT 0.8 0.8 0.9 0.9 1.0
Amindoway Jaya PT 0.8 0.8 0.8 0.8 0.8
Este Lauder Cos Inc 0.6 0.6 0.6 0.6 0.6
Bina Karya Prima PT 0.6 0.6 0.6 0.6 0.6
Sterling Products 0.3 0.3 0.4 0.5 0.5
Indonesia PT
Abbott Indonesia PT 0.5 0.5 0.5 0.5 0.5
Gloria Origita 0.4 0.4 0.4 0.4 0.4
Cosmetics PT
Nusa Selaras Indonesia PT 0.2 0.2 0.3 0.3 0.4
Galenium Pharmasia 0.3 0.3 0.3 0.3 0.3
Laboratories PT
Unza Vitalis PT 0.2 0.3 0.3 0.3 0.3
Multi Indocitra Tbk PT 0.3 0.3 0.3 0.3 0.3
Joenoes Ikamulya PT 0.3 0.3 0.3 0.3 0.3
Medikon Prima 0.2 0.2 0.2 0.2 0.2
Laboratories PT
Reckitt Benckiser 0.2 0.2 0.3 0.3 0.2
Indonesia PT
LG Household & Health - 0.1 0.2 0.2 0.2
Care Ltd
Shiseido Co Ltd 0.2 0.2 0.2 0.2 0.2
Priskila Prima Makmur PT 0.1 0.1 0.1 0.1 0.2
Kanebo Cosmetics Inc 0.2 0.2 0.2 0.2 0.2
Gondo Wangi Tradisional 0.2 0.2 0.2 0.2 0.2
Kosmetika PT
Megasurya Mass PT 0.2 0.2 0.2 0.1 0.1
B E A UT Y A ND P E RS ONA L CA RE I N I NDONE S I A P a s s p o r t 10
E u r o mo n i t o r I n t e r n a t i o n a l
Surya Dermato Medica 0.1 0.1 0.1 0.1 0.1
Laboratories PT
Cedefindo PT 0.1 0.1 0.1 - -
Faceshop Co Ltd, The 0.1 - - - -
Others 9.0 8.5 7.9 7.5 6.9
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 7 Beauty and Personal Care LBN Brand Shares by Value 2009-2012

% retail value rsp
Brand Company 2009 2010 2011 2012

Pond's Unilever Indonesia Tbk PT 9.3 10.6 11.8 13.1
Pepsodent Unilever Indonesia Tbk PT 8.2 7.5 6.8 6.2
Lifebuoy Unilever Indonesia Tbk PT 4.7 4.6 4.2 3.8
Pantene Procter & Gamble Home 3.8 3.7 3.6 3.6
Products Indonesia PT
Sunsilk Unilever Indonesia Tbk PT 4.0 3.9 3.7 3.6
Clear Unilever Indonesia Tbk PT 3.1 2.9 3.0 3.1
Olay Total Effects Procter & Gamble Home 2.2 2.4 2.6 2.9
Products Indonesia PT
Formula Ultra Prima Abadi PT 3.0 2.8 2.6 2.4
Lux Unilever Indonesia Tbk PT 2.3 2.4 2.3 2.2
Viva Vitapharm PT 2.0 2.0 2.0 2.0
Bior Kao Indonesia PT 1.5 1.6 1.5 1.5
Citra Hazeline Unilever Indonesia Tbk PT 1.2 1.3 1.3 1.4
Rejoice Procter & Gamble Home 1.4 1.4 1.4 1.4
Products Indonesia PT
Gatsby Mandom Indonesia Tbk PT 1.3 1.4 1.4 1.4
Sari Ayu Martha Tilaar Group 1.4 1.4 1.4 1.4
The Body Shop Monica Hijau Lestari PT 1.2 1.2 1.3 1.3
Ciptadent Lion Wings PT 1.6 1.5 1.4 1.3
Cussons Baby PZ Cussons Indonesia PT 1.2 1.2 1.2 1.2
Johnson's Baby Johnson & Johnson 1.1 1.1 1.1 1.1
Indonesia PT
Giv Sayap Mas Utama PT 1.1 1.2 1.2 1.1
Close-Up Unilever Indonesia Tbk PT 1.2 1.2 1.1 1.1
Nuvo Sayap Mas Utama PT 1.2 1.2 1.1 1.0
Gillette Procter & Gamble Home 1.1 1.1 1.1 1.0
Products Indonesia PT
Zwitsal Sara Lee Body Care 0.9 0.9 1.0 1.0
Indonesia Tbk PT
Maybelline L'Oral Indonesia PT 0.7 0.8 0.8 0.9
Citra Unilever Indonesia Tbk PT 0.8 0.8 0.8 0.9
Pixy Mandom Indonesia Tbk PT 0.8 0.9 0.9 0.9
Mustika Ratu Mustika Ratu Tbk PT 0.8 0.8 0.8 0.8
Puteri Mustika Ratu Tbk PT 0.8 0.8 0.7 0.7
Olay Procter & Gamble Home 0.4 0.5 0.6 0.7
Products Indonesia PT
Oriflame Colour Orindo Alam Ayu PT 0.6 0.6 0.7 0.6
Zinc Lion Wings PT 0.7 0.7 0.7 0.6
Oriflame Orindo Alam Ayu PT 0.5 0.6 0.7 0.6
Vaseline Unilever Indonesia Tbk PT 0.4 0.5 0.5 0.6
Braun Oral-B Procter & Gamble Home 0.7 0.7 0.7 0.6
Products Indonesia PT
Shinzu'i Bina Karya Prima PT 0.6 0.6 0.6 0.6
L'Oral Dermo- L'Oral Indonesia PT 0.3 0.4 0.5 0.6
B E A UT Y A ND P E RS ONA L CA RE I N I NDONE S I A P a s s p o r t 11
E u r o mo n i t o r I n t e r n a t i o n a l
Expertise
Nivea Body Beiersdorf Indonesia PT 0.4 0.4 0.5 0.6
Oriflame Giordani Orindo Alam Ayu PT 0.5 0.5 0.5 0.5
Marina Tempo Scan Pacific Tbk PT 0.5 0.5 0.5 0.5
Others 30.3 29.5 29.5 29.2
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 8 Penetration of Private Label in Beauty and Personal Care by Category: %
Value Analysis 2007-2012

% retail value rsp
2007 2008 2009 2010 2011 2012

Bath and Shower 0.1 0.1 0.1 0.1 0.1 0.1
Hair Care 0.0 0.0 0.0 - - -
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 9 Sales of Beauty and Personal Care by Distribution Format: % Value Analysis
2007-2012

% retail value rsp
2007 2008 2009 2010 2011 2012

Store-Based Retailing 94.7 94.1 94.3 93.9 93.4 92.8
- Grocery Retailers 70.4 68.4 67.7 66.7 65.3 64.1
-- Modern Grocery 33.7 33.8 34.5 34.9 35.1 35.4
Retailers
--- Convenience Stores 5.6 6.0 6.4 6.9 7.3 7.7
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 10.9 12.7 13.1 13.9 14.1 14.4
--- Supermarkets 17.2 15.1 14.9 14.2 13.7 13.4
-- Traditional Grocery 36.7 34.6 33.3 31.8 30.2 28.6
Retailers
--- Food/drink/tobacco - - - - - -
specialists
--- Independent Small 25.2 24.1 23.6 22.8 22.0 21.2
Grocers
--- Other Grocery 11.5 10.5 9.7 9.0 8.2 7.5
Retailers
- Non-Grocery Retailers 24.4 25.6 26.5 27.2 28.1 28.8
-- Apparel specialist - - - - - -
retailers
-- Electronics and - - - - - -
Appliance Specialist
Retailers
-- Health and Beauty 12.7 13.7 14.9 15.9 17.3 18.4
Retailers
--- Beauty Specialist 9.0 9.6 10.1 10.5 11.1 11.5
Retailers
--- Chemists/Pharmacies 2.4 2.7 3.4 3.7 4.3 4.7
--- Parapharmacies/ 1.3 1.3 1.5 1.7 1.9 2.1
Drugstores
--- Other Health and 0.0 0.0 0.0 0.0 0.0 0.0
B E A UT Y A ND P E RS ONA L CA RE I N I NDONE S I A P a s s p o r t 12
E u r o mo n i t o r I n t e r n a t i o n a l
Beauty Retailers
-- Home and Garden - - - - - -
Specialist Retailers
--- Furniture and - - - - - -
Homewares Stores
-- Mixed Retailers 8.4 8.9 8.7 8.6 8.4 8.1
--- Department Stores 8.4 8.9 8.7 8.6 8.4 8.1
--- Mass Merchandisers - - - - - -
--- Variety Stores - - - - - -
--- Warehouse Clubs - - - - - -
-- Other Non-Grocery 3.3 3.0 2.9 2.7 2.5 2.3
Retailers
-- Outdoor Markets 3.2 2.9 2.8 2.6 2.4 2.2
--- Other Other Non- 0.1 0.1 0.1 0.1 0.1 0.1
Grocery Retailers
Non-Store Retailing 5.1 5.8 5.6 6.0 6.5 7.1
- Direct Selling 5.1 5.8 5.6 5.9 6.5 7.1
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Internet Retailing - - - - - -
- Vending - - - - - -
Non-retail channels 0.1 0.1 0.1 0.1 0.1 0.1
- Hair Salons 0.1 0.1 0.1 0.1 0.1 0.1
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format:
% Value Analysis 2012

% retail value rsp
BC BS CC D DP F

Store-Based Retailing 99.6 98.6 78.0 79.0 0.0 77.0
Grocery Retailers 65.7 80.2 33.5 62.2 0.0 22.0
Modern Grocery Retailers 48.0 40.2 20.0 51.5 0.0 21.4
Convenience Stores 10.0 8.5 5.3 6.0 0.0 6.5
Discounters 0.0 0.0 0.0 0.0 0.0 0.0
Forecourt Retailers 0.0 0.0 0.0 0.0 0.0 0.0
Hypermarkets 19.5 16.8 8.0 23.4 0.0 8.4
Supermarkets 18.5 14.9 6.8 22.2 0.0 6.5
Traditional Grocery 17.7 40.0 13.5 10.6 0.0 0.7
Retailers
Food/drink/tobacco 0.0 0.0 0.0 0.0 0.0 0.0
specialists
Independent Small Grocers 14.5 33.5 11.0 1.6 0.0 0.3
Other Grocery Retailers 3.2 6.5 2.5 9.0 0.0 0.3
Non-Grocery Retailers 33.9 18.4 44.5 16.9 0.0 55.0
Apparel specialist 0.0 0.0 0.0 0.0 0.0 0.0
retailers
Electronics and - - - - - -
Appliance Specialist
Retailers
Health and Beauty 15.1 12.8 22.2 10.8 0.0 39.5
Retailers
Beauty Specialist 2.3 10.0 18.0 9.0 0.0 38.0
Retailers
Chemists/Pharmacies 9.6 2.6 2.4 1.4 0.0 0.9
Parapharmacies/Drugstores 3.2 0.2 1.8 0.4 0.0 0.6
Other Health and Beauty 0.0 0.0 0.0 0.0 0.0 0.0
B E A UT Y A ND P E RS ONA L CA RE I N I NDONE S I A P a s s p o r t 13
E u r o mo n i t o r I n t e r n a t i o n a l
Retailers
Home and Garden 0.0 0.0 0.0 0.0 0.0 0.0
Specialist Retailers
Furniture and Homewares 0.0 0.0 0.0 0.0 0.0 0.0
Stores
Mixed Retailers 15.0 3.0 16.5 6.0 0.0 15.5
Department Stores 15.0 3.0 16.5 6.0 0.0 15.5
Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0
Variety Stores 0.0 0.0 0.0 0.0 0.0 0.0
Warehouse Clubs 0.0 0.0 0.0 0.0 0.0 0.0
Other Non-Grocery 3.7 2.6 5.8 0.0 0.0 0.0
Retailers
Outdoor Markets 0.0 2.6 5.8 0.1 0.0 0.0
Other Other Non-Grocery 3.7 0.0 0.0 0.0 0.0 0.0
Retailers
Non-Store Retailing 0.4 1.4 22.0 21.0 0.0 23.0
Direct Selling 0.4 1.4 22.0 21.0 0.0 23.0
Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
Internet Retailing 0.0 0.0 0.0 0.0 0.0 0.0
Vending 0.0 0.0 0.0 0.0 0.0 0.0
Non-retail channels - - - - - -
Hair Salons - - - - - -
Total 100.0 100.0 100.0 100.0 0.0 100.0

HC MG OC SC SU SK

Store-Based Retailing 98.8 96.7 99.2 91.1 64.0 63.0
Grocery Retailers 83.5 76.9 90.4 50.6 23.3 33.5
Modern Grocery Retailers 42.7 41.2 51.2 27.8 23.1 21.5
Convenience Stores 8.5 7.9 10.5 6.5 1.0 7.0
Discounters 0.0 0.0 0.0 0.0 0.0 0.0
Forecourt Retailers 0.0 0.0 0.0 0.0 0.0 0.0
Hypermarkets 18.1 17.6 21.6 10.3 11.6 8.5
Supermarkets 16.2 15.7 19.0 11.0 10.5 6.0
Traditional Grocery 40.8 35.7 39.2 22.8 0.2 12.0
Retailers
Food/drink/tobacco 0.0 0.0 0.0 0.0 0.0 0.0
specialists
Independent Small Grocers 25.9 25.0 27.0 18.4 0.1 12.0
Other Grocery Retailers 14.9 10.7 12.2 4.4 0.1 0.0
Non-Grocery Retailers 15.3 19.8 8.9 40.5 40.7 29.5
Apparel specialist 0.0 0.0 0.0 0.0 0.0 0.0
retailers
Electronics and - - 0.0 - - -
Appliance Specialist
Retailers
Health and Beauty 8.0 8.9 6.2 28.0 24.0 23.0
Retailers
Beauty Specialist 3.0 4.0 2.0 16.0 6.0 21.0
Retailers
Chemists/Pharmacies 2.7 3.4 4.0 8.0 17.0 2.0
Parapharmacies/Drugstores 2.3 1.6 0.2 4.0 1.0 0.0
Other Health and Beauty 0.1 0.0 0.0 0.0 0.0 0.0
Retailers
Home and Garden 0.0 0.0 0.0 0.0 0.0 0.0
Specialist Retailers
Furniture and Homewares 0.0 0.0 0.0 0.0 0.0 0.0
Stores
Mixed Retailers 2.3 6.3 1.9 12.0 16.6 5.5
Department Stores 2.3 6.3 1.9 12.0 16.6 5.5
Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0
B E A UT Y A ND P E RS ONA L CA RE I N I NDONE S I A P a s s p o r t 14
E u r o mo n i t o r I n t e r n a t i o n a l
Variety Stores 0.0 0.0 0.0 0.0 0.0 0.0
Warehouse Clubs 0.0 0.0 0.0 0.0 0.0 0.0
Other Non-Grocery 5.0 4.6 0.8 0.5 0.1 1.0
Retailers
Outdoor Markets 5.0 4.6 0.8 0.4 0.1 0.0
Other Other Non-Grocery 0.0 0.0 0.0 0.0 0.0 1.0
Retailers
Non-Store Retailing 0.7 3.3 0.8 8.9 36.0 37.0
Direct Selling 0.7 3.3 0.8 8.9 36.0 37.0
Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
Internet Retailing 0.0 0.0 0.0 0.0 0.0 0.0
Vending 0.0 0.0 0.0 0.0 0.0 0.0
Non-retail channels 0.5 - - - - -
Hair Salons 0.5 - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Key: BC = baby and child-specific products; BS = bath and shower; CC = colour cosmetics; D = deodorants;
DP = depilatories; F = fragrances; HC = hair care; MG = mens grooming; OC = oral care; SC = skin
care; SU = sun care; SK = sets/kits


Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2012-2017

Rp billion
2012 2013 2014 2015 2016 2017

Baby and Child-specific 906.4 1,010.4 1,106.1 1,200.4 1,296.8 1,397.9
Products
Bath and Shower 4,232.8 4,416.8 4,571.9 4,713.1 4,848.1 4,967.5
Colour Cosmetics 2,941.1 3,280.0 3,602.0 3,927.2 4,265.3 4,624.8
Deodorants 350.1 392.0 428.9 464.9 501.9 540.3
Depilatories - - - - - -
Fragrances 1,820.2 2,041.6 2,256.8 2,475.6 2,703.7 2,945.1
Hair Care 6,579.0 7,072.0 7,530.2 7,981.2 8,438.0 8,916.2
Men's Grooming 1,187.8 1,315.1 1,453.5 1,606.8 1,777.1 1,965.9
Oral Care 4,635.2 4,769.7 4,881.5 4,984.6 5,079.9 5,172.0
Oral Care Excl Power 4,635.2 4,769.7 4,881.5 4,984.6 5,079.9 5,172.0
Toothbrushes
Skin Care 11,326.9 13,375.7 15,436.2 17,665.5 20,117.4 22,920.7
Sun Care 20.2 23.6 26.9 30.1 33.3 36.8
Sets/Kits 144.5 153.5 162.4 171.8 181.3 191.0
Premium Cosmetics 1,323.0 1,615.5 1,824.5 2,050.8 2,302.5 2,585.4
Mass Cosmetics 26,998.3 30,150.0 33,296.9 36,579.0 40,083.4 43,954.8
Beauty and Personal Care 33,348.7 36,956.6 40,449.5 44,085.0 47,959.8 52,229.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Notes: Premium/mass cosmetic sales are additionally included within baby and child-specific products, bath and
shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.
Sum of categories is greater than market size because the four mens toiletries categories are included
in mens grooming as well as in bath and shower, deodorants, hair care and skin care.


Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth
2012-2017

% constant value growth
2012-17 CAGR 2012/17 TOTAL

B E A UT Y A ND P E RS ONA L CA RE I N I NDONE S I A P a s s p o r t 15
E u r o mo n i t o r I n t e r n a t i o n a l
Baby and Child-specific Products 9.1 54.2
Bath and Shower 3.3 17.4
Colour Cosmetics 9.5 57.2
Deodorants 9.1 54.3
Depilatories - -
Fragrances 10.1 61.8
Hair Care 6.3 35.5
Men's Grooming 10.6 65.5
Oral Care 2.2 11.6
Oral Care Excl Power Toothbrushes 2.2 11.6
Skin Care 15.1 102.4
Sun Care 12.8 82.4
Sets/Kits 5.7 32.2
Premium Cosmetics 14.3 95.4
Mass Cosmetics 10.2 62.8
Beauty and Personal Care 9.4 56.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Notes: Premium/mass cosmetic sales are additionally included within baby and child-specific products, bath and
shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.
Sum of categories is greater than market size because the four mens toiletries categories are included
in mens grooming as well as in bath and shower, deodorants, hair care and skin care.


Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2012-2017

Rp billion
2012 2013 2014 2015 2016 2017

Premium Baby and Child- 0.1 0.1 0.1 0.1 0.1 0.1
specific Products
Premium Bath and Shower 6.3 7.5 9.1 10.4 12.1 13.9
Premium Colour Cosmetics 279.4 426.4 486.3 549.8 618.5 693.7
Premium Deodorants 3.9 4.4 4.8 5.3 6.0 6.5
Premium Fragrances 239.8 261.3 283.5 306.9 331.9 358.4
Premium Hair Care 81.3 90.1 99.6 109.8 120.4 135.6
Premium Skin Care 682.3 793.9 907.1 1,032.9 1,176.3 1,338.2
Premium Sun Care 4.6 5.8 7.0 8.0 9.1 10.2
Premium Sets/Kits 25.3 26.1 26.9 27.5 28.1 28.7
Premium Cosmetics 1,323.0 1,615.5 1,824.5 2,050.8 2,302.5 2,585.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: Premium/mass cosmetic sales are additionally included within baby and child-specific products, bath and
shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.


Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2012-
2017

% constant value growth
2012-17 CAGR 2012/17 TOTAL

Premium Baby and Child-specific Products 5.1 28.5
Premium Bath and Shower 17.0 119.1
Premium Colour Cosmetics 19.9 148.3
Premium Deodorants 11.2 69.7
Premium Fragrances 8.4 49.5
Premium Hair Care 10.8 66.8
Premium Skin Care 14.4 96.1
Premium Sun Care 17.4 122.6
B E A UT Y A ND P E RS ONA L CA RE I N I NDONE S I A P a s s p o r t 16
E u r o mo n i t o r I n t e r n a t i o n a l
Premium Sets/Kits 2.5 13.3
Premium Cosmetics 14.3 95.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: Premium/mass cosmetic sales are additionally included within baby and child-specific products, bath and
shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.



DEFINITIONS
Explanations of words and/or terminology used in this report are as follows:
BPOM Badan Pengawas Obatdan Makanan or NA-DFC (National Agency of Drug and Food
Control). Known as Ditjen POM prior to 2001, the new agency not only has four divisions to
govern Indonesias food and drugs operations but also has a global network to monitor new
discoveries in the field of medicine.
Jamu: Indonesian herbal medicine made from natural ingredients which can function as
health and beauty products. What makes jamu unique compared with other types of OTC
herbal/traditional products is the combination of multiple natural ingredients locally formulated
for either treating sickness or as health supplements. Jamus active ingredients can also be
used in cosmetic products. For example, akarmanis is used as a whitening ingredient in
moisturisers and cleansers. Due to the difficulties in clinical testing of the multiple active
ingredients present in these products, jamu is still not recognised in the standard field of
Western OTC products in Indonesia.
Mini-mart: introduced in 1998, mini-marts are the modern concept of traditional provisions
shops. Air-conditioned and with a standard shop size of a minimum of 60 sq m, mini-marts
such as Indomaret provide 2,000 to 3,500 basic products and usually have extended opening
hours.
Tokokelontongan: an independent traditional neighbourhood store which carries food and
non-food items and is usually family-operated. Commonly found across Indonesia and
normally located in the owners home.
Warung: a small owner-operated neighbourhood off-trade outlet akin to a kiosk which carries
a limited range of products, usually toiletries, food and drink.


SOURCES
Sources used during research included the following:

Summary 1 Research Sources
Trade Associations Cosmetics Association of Indonesia
(PERKOSMI)
Direct Selling Association of Indonesia (APLI)
Trade Press bisnis.com
female.kompas.com
Indonesia Finance Today
Indonesian Business Magazine
Kompas Newspaper
Marketing Biweekly Magazine
MIX Magazine
B E A UT Y A ND P E RS ONA L CA RE I N I NDONE S I A P a s s p o r t 17
E u r o mo n i t o r I n t e r n a t i o n a l
Reuters
Soap Perfumery & Cosmetics
SWA Magazine
Source: Euromonitor International