Proven Strategies on How to Market Skincare in Indonesia

How to Market Skincare in Indonesia

The beauty and personal care sector in Indonesia has emerged as one of the most dynamic and rapidly growing markets in recent years. According to Katadata, the revenue in this sector reached an impressive 7.23 billion US dollars in 2022. This significant market size underscores the vast opportunities available for brands looking for strategies on how to market skincare in Indonesia. 

Key trends driving this growth include clean beauty products, which emphasize transparency, safety, and minimal use of harmful ingredients. This shift is part of a broader global movement towards sustainability and wellness. Additionally, the influence of social media and online platforms has revolutionized consumer behavior, with digital channels becoming critical touchpoints for brand engagement and sales. The rise of e-commerce and the increasing popularity of local influencers and key opinion leaders (KOLs) further amplify the potential for brands to tap into diverse and geographically dispersed customer bases across Indonesia.

Understanding the Indonesian Consumer

Gen Z is the most promising target in the Indonesian skincare sector due to their significant population size and their heightened interest in skincare. This generation cares deeply about their skincare routines and is more engaged with beauty products than any other demographic. 

Indonesian skincare consumers, particularly the younger generation like Gen Z, are heavily influenced by online media in their purchasing decisions. Social media platforms, beauty influencers, and online reviews shape their perceptions of brands and products. This generation is tech-savvy and eager to try new, innovative, and modern skincare products that align with their lifestyle and values. 

How to Market Skincare in Indonesia

Based on the trends and potential target consumers mentioned above, expanding into Indonesia could be highly profitable. Here’s how to market skincare in Indonesia. 

E-Commerce As The Primary Sales Channel

One effective way on how to market skincare in Indonesia is through e-commerce platforms. In 2023, facial care products emerged as the top-selling items on these platforms, accounting for 39.4% of total skincare sales across e-commerce giants like Shopee, Tokopedia, and Blibli. 

The e-commerce system in Indonesia is highly efficient and profitable for brand owners, offering streamlined logistics, secure payment gateways, and extensive reach across the country’s archipelago. This system enables brands to easily tap into the growing demand for skincare products, particularly for moisturizers, serums, and face cleansers, which are among the top-selling items.

Go Live Shopping

Live shopping has emerged as a powerful and innovative way to market skincare products in Indonesia, blending entertainment with direct sales in real-time. This approach, which is gaining significant traction on e-commerce platforms like Shopee and even TikTok, allows brands to engage with consumers, showcasing their products, demonstrate usage, and interact with potential buyers in a dynamic and interactive environment. 

The integration of a cart feature or “keranjang kuning” during these live sessions makes it incredibly convenient for viewers to purchase products on the spot, enhancing the immediacy and impulsiveness of buying decisions. This method has proven particularly effective in the skincare sector, where consumers are eager to see product results and trust recommendations from live demonstrations.

O2O Commerce Strategy

The O2O (Online-to-Offline) commerce strategy is another approach on how to market skincare in Indonesia. This strategy leverages the strengths of both online marketing and offline shopping experiences, creating a powerful synergy to attract consumers. For example, customers might encounter skincare promotions online via e-commerce platforms or social media, and then be encouraged to visit a physical store to try the products in person or take advantage of exclusive in-store deals. 

Leverage Distributors and Retailers

Indonesia’s geographic diversity presents challenges in direct distribution, making partnerships with local distributors and retailers essential for expanding market reach. These partners have the local knowledge and infrastructure needed to effectively distribute products across various regions, ensuring that skincare brands can penetrate deeper into rural and less accessible markets. 

While younger Gen Z consumers are typically comfortable with e-commerce, the older segment of this generation may still prefer traditional retail experiences. By utilizing distributors and retailers, brands can ensure that their products are available in physical stores where these consumers shop, thereby broadening their market presence and enhancing accessibility across the country.

Craft Effective Copywriting

Good copywriting is essential for an effective skincare product marketing strategy in Indonesia, as Indonesian consumers are often more captivated by compelling stories than by attractive visuals alone. Brands can create attractive copywriting across various touchpoints, including branding, taglines, advertising campaigns, digital content, and product descriptions on e-commerce platforms. 

By weaving personal and relevant stories that resonate with the values and experiences of Indonesian consumers, brands can build deeper connections, making their products not just desirable but also meaningful. Effective copywriting transforms ordinary products into relatable solutions that speak directly to the consumer’s needs and aspirations, ultimately driving better market performance.

Make Your Products With Us

Indocare B2B stands as a leading standardized manufacturing company in Indonesia, specializing in the production of high-quality skincare and personal care products. With a commitment to excellence, Indocare B2B adheres to strict regulatory standards and utilizes modern technology to ensure that every product meets the highest levels of safety and efficacy. Our expertise and dedication make us a choice for hundreds of brands across Indonesia and overseas to support brands on how to market skincare in Indonesia. 

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