9 from 10 Indonesian are interested in taking care of the appearance. Find more at: http://dreamincubator.asia/en/insights/

1. STUDY ABOUT APPEARANCE CARE HABIT
IN INDONESIA
January, 2018

2. 1DI Marketing Co., Ltd.
SURVEY DESIGN
 This survey was conducted to study Appearance Care Habit in Indonesia
 Methodology: Online survey
 Fieldwork time: 5 days (10/10/2017 – 14/10/2017)
 Sample size: N = 1116
 Geography: Nationwide

3. 2DI Marketing Co., Ltd.
RESPONDENTS SELECTION
Respondents of this survey had to be qualified below criteria
 Age : Above 24 years old
 Gender : Female and Male

4. 3DI Marketing Co., Ltd.
KEY FINDINGS
1) Appearance care habit
• 66% agree with opinion that “physical appearance is the key to success”
• 94% interested in taking care of the appearance
• 84% choses cleaning body regularly and 73% uses facial care product to look after appearance
2) Facial care habit
a. Skin care
• Cleanser, moisturizing cream and nourishing mask are top 3 products usually used for facials in which
cleanser (46%) is considered the most effective treatment
• Of cleansers for male, Biore (24%) is the most popular while Pond’s (27%) is the most favorite cleanser of
female
• $9.70 is the average cost for a cleanser
• Pond’s, Garnier and Biore are top 3 skin care brands used most often
• Good quality, affordable price and natural ingredients are top 3 reasons making people choose skin care
brand
• $63 is the average cost for buying skin care products per month
• Supermarket, department stores and online sales site are top 3 places to buy skin care product
b. Makeup
• 76% have habit of makeup everyday
• Powders, lipsticks and eyebrow pencils are top 3 cosmetic lines usually used for makeup
• Maybelline, Oriflame and Revlon are top 3 brands used most often for makeup
• Department stores, cosmetic specialized shops and supermarkets are top 3 places to buy the makeup
cosmetics
• $223 is the average cost for buying makeup cosmetic per time

5. 4DI Marketing Co., Ltd.
KEY FINDINGS VIETNAM INDONESIA
Awareness of an opinion about
“physical appearance is the key to
success”
• 79% agrees so they tend to care
more of the appearance
• 66% agrees, lower than Vietnamese
but they still care about appearance
Ways of taking care appearance • Using facial care products
• Using cosmetics/ makeup line
• Cleaning body regularly
• Using facial care products
Most effective brands of cleanser • Oxy
• Pond’s
• Pond’s
• Garnier
Consideration of choosing
skincare products
• Natural ingredients
• Good quality
• High recommendation of product
usage
• Good quality
• Affordable price
• Natural ingredients
Places where people tend to buy
skincare
• Retail chain
• Cosmetic shops
• Own branded retail store
• Supermarket
• Department stores
• Online sales site
Places where people tend to buy
cosmetic products
• Cosmetic specialized shops
• Shops in trade center
• Facebook pages
• Department stores
• Cosmetic specialized shops
• Supermarkets
VIETNAM AND INDONESIA COMPARISON

6. 5DI Marketing Co., Ltd.
N = 1116
DEMOGRAPHIC INFORMATION
GenderAge
Living Place
3%
5%
19%
35%
36%
Over 45
41-45
36-40
30-35
25-29
41%
59%
Male
Female
1%
2%
3%
4%
8%
17%
24%
41%
Other industries
Student
Job seeker / Retired
Government employee
Engineer / doctor / teacher
Housewife
Self-employed
Office worker
26%
0%
0%
1%
1%
1%
2%
2%
3%
3%
5%
6%
7%
15%
28%
Other
Manado
Pontianak
Makassar
Bali
Semarang
Bandung
Jakarta
Occupation

7. 6DI Marketing Co., Ltd.
1) Appearance care habit
2) Facial care habit
a. Skin care
b. Makeup
CONTENT

8. 7DI Marketing Co., Ltd.
1% 1% 1% 0% 2% 3%
9% 8% 11%
6% 7%
18%
25% 30% 27%
13%
19%
24%
33%
31% 34%
33%
26%
38%
33% 30% 27%
47% 47%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 25-29 30-35 36-40 41-45 Over 45
Totally agree
Agree
No idea
Disagree
Totally disagree 9%
13%
6%
25%
23%
26%
33%
36%
30%
33%
26%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Totally agree
Agree
No idea
Disagree
Totally disagree
Average
Score
Average
Score
66% AGREE WITH OPINION THAT “PHYSICAL APPEARANCE IS THE KEY TO
SUCCESS”
There is a opinion that "Physical appearance is the key to success." Do you agree with this opinion or not?
(Comparison by Age Group & Gender Group)
N = 1116 N = 409 N = 218 N = 58 N = 460 N = 656
Female more agrees with this opinion than male
N = 397 N = 1116
2.86 2.80 2.74 3.20 3.09 2.86 2.71 2.97
N = 34
2.50

9. 8DI Marketing Co., Ltd.
5%
9%
3%
39%
52%
30%
55%
38%
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Very interested
Interested
Normal
Uninterested
Very uninterested5% 6% 5% 4% 3%
15%
39% 35%
45%
34%
36%
50%
55% 59%
49%
61% 59%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 25-29 30-35 36-40 41-45 Over 45
Very interested
Interested
Normal
Uninterested
Very uninterested
Average
Score
Average
Score
94% INTERESTED IN TAKING CARE OF THE APPEARANCE
Are you interested in taking care of your appearance?
(Comparison by Age Group & Gender Group)
Female are more interested in taking care of their appearance than Male
4.48 4.48 4.27 4.63
N = 1116 N = 409 N = 218 N = 58 N = 460 N = 656N = 397 N = 1116N = 34
4.52 4.41 4.57 4.52 4.21

10. 9DI Marketing Co., Ltd.
CLEANING BODY REGULARLY AND USING FACIAL CARE PRODUCTS ARE THE
MOST COMMON THING THAT PEOPLE DO TO LOOK AFTER THEIRSELVES
How do you look after yourself ?
(Comparison by Age Group)
N = 1116 N = 218 N = 58N = 397N = 409
1%
48%
48%
51%
55%
59%
66%
72%
73%
84%
0% 50% 100%
Others
Use cosmetics / makeup
Diet, eating reasonably to
keep fit
Take care of hair style,
hair care
Use body care products
Take care of clothes,
dress, fashion
Exercise regularly to keep
fit
Use deodorant, perfume,
essential oil
Use facial care products
Clean body daily, regularly
Total
1%
46%
42%
43%
51%
55%
59%
67%
73%
81%
0% 50% 100%
25-29
2%
49%
45%
55%
56%
59%
66%
73%
74%
85%
0% 50% 100%
30-35
0%
55%
62%
59%
63%
70%
77%
78%
72%
87%
0% 50% 100%
36-40
2%
50%
67%
57%
64%
62%
76%
78%
72%
88%
0% 50% 100%
41-45
0%
24%
44%
35%
35%
35%
62%
59%
56%
82%
0% 50% 100%
Over 45
N = 34

11. 10DI Marketing Co., Ltd.
1%
7%
39%
43%
35%
50%
67%
67%
57%
77%
0% 50% 100%
Male
1%
77%
55%
57%
70%
65%
65%
75%
84%
89%
0% 50% 100%
Female
1%
48%
48%
51%
55%
59%
66%
72%
73%
84%
0% 50% 100%
Others
Use cosmetics / makeup
Diet, eating reasonably to keep fit
Take care of hair style, hair care
Use body care products
Take care of clothes, dress, fashion
Exercise regularly to keep fit
Use deodorant, perfume, essential oil
Use facial care products
Clean body daily, regularly
Total
How do you look after yourself ?
(Comparison by Gender Group)
N = 1116 N = 460 N = 656
Female uses facial care products, body care products and also cosmetics / makeup lines to look after themselves more than male
CLEANING BODY REGULARLY AND USING FACIAL CARE PRODUCTS ARE THE
MOST COMMON THING THAT PEOPLE DO TO LOOK AFTER THEIRSELVES

12. 11DI Marketing Co., Ltd.
1) Appearance care habit
2) Facial care habit
a. Skin care
b. Makeup
CONTENT

13. 12DI Marketing Co., Ltd.
15% 13%
17%
12%
17%
32%
52% 53%
59%
39%
45%
47%
32% 33%
23%
48%
38%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 25-29 30-35 36-40 41-45 Over 45
Very often
Regularly
Sometimes
Rarely
I do not care
much about
facials
15%
23%
9%
52%
52%
52%
32%
22%
39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Very often
Regularly
Sometimes
Rarely
I do not care
much about
facials
84% OFTEN TAKE CARE OF THEIR FACE
Do you often take care of your face or not?
(Comparison by Age Group & Gender Group)
Female more often takes care of their face than Male
N = 1116 N = 409 N = 218 N = 58 N = 460 N = 656N = 397 N = 1116N = 34

14. 13DI Marketing Co., Ltd.
1%
18%
18%
27%
34%
48%
49%
54%
80%
0% 50% 100%
Other
Cream/Mask
Lotion/mineral spray
Sunscreen
Whitening cream
Exfoliating Cream
Nourishing mask
Moisturizing Cream
Cleanser
Total
2%
14%
14%
26%
30%
43%
54%
52%
82%
0% 50% 100%
25-29
1%
17%
18%
23%
35%
50%
49%
52%
83%
0% 50% 100%
30-35
0%
30%
26%
35%
44%
54%
47%
61%
75%
0% 50% 100%
36-40
3%
19%
22%
29%
34%
50%
22%
53%
71%
0% 50% 100%
41-45
3%
16%
19%
34%
25%
38%
28%
44%
81%
0% 50% 100%
Over 45
CLEANSER, MOISTURIZING CREAM AND NOURISHING MASK ARE TOP 3
PRODUCTS USUALLY USED FOR FACIALS
Which of the following products do you usually use for facials?
(Comparison by Age Group)
36-40 group uses whitening cream, sunscreen and cream mask more than other age groups
* Who chose “Very often” or “Regularly” or “Sometimes” in Q: “Do you often take care of your face or not?”
N = 1106* N = 216 N = 58N = 395N = 405 N = 32

15. 14DI Marketing Co., Ltd.
1%
8%
10%
15%
23%
43%
30%
26%
78%
0% 50% 100%
Male
2%
25%
24%
35%
42%
51%
62%
73%
82%
0% 50% 100%
Female
1%
18%
18%
27%
34%
48%
49%
54%
80%
0% 50% 100%
Other
Cream/Mask
Lotion/mineral spray
Sunscreen
Whitening cream
Exfoliating Cream
Nourishing mask
Moisturizing Cream
Cleanser
Total
Which of the following products do you usually use for facials?
(Comparison by Gender Group)
N = 1106* N = 451 N = 655
Towards male, cleanser and exfoliating cream are used the most used facial care product
* Who chose “Very often” or “Regularly” or “Sometimes” in Q: “Do you often take care of your face or not?”
CLEANSER, MOISTURIZING CREAM AND NOURISHING MASK ARE TOP 3
PRODUCTS USUALLY USED FOR FACIALS

16. 15DI Marketing Co., Ltd.
1%
1%
1%
3%
8%
10%
10%
21%
46%
0% 50% 100%
Other
Cream/Mask
Lotion and mineral spray
Sunscreen
Nourishing mask
Whitening cream
Exfoliating Cream
Moisturizing Cream
Cleanser
Total
1%
0%
1%
3%
10%
8%
8%
19%
50%
0% 50% 100%
25-29
0%
1%
2%
4%
8%
7%
11%
16%
51%
0% 50% 100%
30-35
0%
1%
0%
3%
4%
20%
10%
31%
32%
0% 50% 100%
36-40
3%
0%
2%
2%
3%
9%
16%
31%
34%
0% 50% 100%
41-45
3%
0%
0%
6%
0%
0%
9%
25%
56%
0% 50% 100%
Over 45
CLEANSER (46%) IS CONSIDERED THE MOST EFFECTIVE TREATMENT
In the above facial treatments, what is the most effective way for you?
(Comparison by Age Group)
The older groups believe that moisturizing cream is one of the effective way for facial treatments.
Whereas, 36-40 group also believe that Whitening Cream is important
* Who chose “Very often” or “Regularly” or “Sometimes” in Q: “Do you often take care of your face or not?”
N = 1106* N = 216 N = 58N = 395N = 405 N = 32

17. 16DI Marketing Co., Ltd.
1%
0%
1%
2%
6%
6%
17%
8%
59%
0% 50% 100%
Male
1%
1%
1%
4%
9%
13%
5%
30%
38%
0% 50% 100%
Female
1%
1%
1%
3%
8%
10%
10%
21%
46%
0% 50% 100%
Other
Cream/Mask
Lotion and mineral spray
Sunscreen
Nourishing mask
Whitening cream
Exfoliating Cream
Moisturizing Cream
Cleanser
Total
In the above facial treatments, what is the most effective way for you?
(Comparison by Gender Group)
Male considers exfoliating cream is the most effective facial treatment while Female more believes in Moisturizing Cream
* Who chose “Very often” or “Regularly” or “Sometimes” in Q: “Do you often take care of your face or not?”
CLEANSER (46%) IS CONSIDERED THE MOST EFFECTIVE TREATMENT
N = 1106* N = 451 N = 655

18. 17DI Marketing Co., Ltd.
3%
0%
0%
0%
0%
0%
0%
0%
0%
0%
1%
2%
2%
3%
2%
7%
15%
24%
20%
21%
0% 50% 100%
Male
15%
0%
0%
0%
0%
0%
1%
1%
2%
3%
2%
2%
2%
4%
9%
7%
8%
4%
12%
27%
0% 50% 100%
Female
9%
0%
0%
0%
0%
0%
0%
1%
1%
2%
2%
2%
2%
4%
5%
7%
11%
14%
16%
24%
0% 50% 100%
Other
Avene
Innisfree
Nuxe
Clinique
Neutrogena
Shiseido
Cetaphil
Hada Labo
SK II
Etude
Acnes
Olay
L'Oreal
Sariayu
Clean & Clear
Nivea
Biore
Garnier
Pond's
Total
POND’S, GARNIER AND BIORE ARE THE MOST PICKED BRAND FOR CLEANSER
Which of the following cleanser brands are you using?
(Comparison by Gender Group)
Of cleansers for male, Biore is the most popular while Pond’s is the most favorite cleanser for female
* Who chose “Cleanser” in Q: “In the above facial treatments, what is the most effective way for you?”
N = 1106* N = 451 N = 655

19. 18DI Marketing Co., Ltd.
0% 0%
0%
4% 4% 4%
15% 14% 15%
77% 79% 76%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Under $8
$8-$15
$15-$24
$24-$30
$30-$38
Over $38
2% 1% 1% 4% 5%
0%
2% 1% 1%
1% 5%
0%
4% 8%
2%
1% 0%
6%
15%
15%
14%
13%
30%
11%
77% 74%
82%
77%
60%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 25-29 30-35 36-40 41-45 Over 45
Under $8
$8-$15
$15-$24
$24-$30
$30-$38
Over $38
$9.70 IS THE AVERAGE COST FOR A CLEANSER
What is your current cleanser cost?
(Comparison by Age Group & Gender Group)
Average
Cost
$9.70
Average
Cost$9.92 $9.04 $10.76 $11.35 $9.70 $9.47 $9.94
* Who chose “Cleanser” in Q: “In the above facial treatments, what is the most effective way for you?”
N = 512* N = 202 N = 69 N = 20 N = 266 N = 246N = 203 N = 512N = 18
$8.76

20. 19DI Marketing Co., Ltd.
3% 4% 1% 3%
3%
8%12%
8% 10%
20%
11%
0%
9%
12% 6%
8%
8%
23%
75% 77%
81%
66%
78%
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 25-29 30-35 36-40 41-45 Over 45
Everyday
4-6 times / week
1-3 times / week
Once a week
2-3 times / month
Once a month
Rarely / occasionally
remember to use
3%
4%
2%
12%
13%
11%
9%
13%
7%
75%
66%
79%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Everyday
4-6 times / week
1-3 times / week
Once a week
2-3 times / month
Once a month
Rarely / occasionally
remember to use
75% USE SKIN CARE PRODUCTS DAILY
How often do you use your skin care products?
(Comparison by Age Group & Gender Group)
N = 585* N = 198 N = 147 N = 36 N = 406 N = 404
Female in 30-35 group use skin care products more often than the other age groups
N = 191 N = 585*
* Who chose other answers except from “Cleanser” and “Other” in Q: “In the above facial treatments, what is the
most effective way for you?” and Female only
N = 13

21. 20DI Marketing Co., Ltd.
16%
3%
4%
4%
5%
5%
5%
6%
7%
7%
7%
8%
9%
10%
12%
16%
24%
26%
35%
41%
0% 50% 100%
Other
Vichy
Eucerin
LA MER
Aveeno
La Roche Posay
Neutrogena
Clarins
Clinique
Cetaphil
Hada Labo
The Face Shop
Laneige
Acnes
Shiseido
The Body Shop
Olay
Biore
Garnier
Ponds
Total
17%
2%
1%
3%
2%
2%
2%
1%
3%
5%
9%
6%
8%
11%
5%
16%
20%
26%
42%
36%
0% 50% 100%
25-29
21%
3%
3%
5%
5%
5%
6%
7%
6%
7%
5%
9%
8%
8%
8%
14%
22%
25%
26%
43%
0% 50% 100%
30-35
8%
4%
7%
6%
8%
9%
7%
9%
12%
10%
9%
8%
11%
14%
25%
17%
33%
25%
37%
49%
0% 50% 100%
36-40
14%
14%
11%
3%
11%
6%
14%
14%
14%
11%
11%
14%
11%
11%
25%
17%
14%
28%
39%
33%
0% 50% 100%
41-45
0%
0%
0%
0%
0%
0%
0%
15%
8%
0%
0%
0%
15%
8%
15%
15%
31%
54%
46%
15%
0% 50% 100%
Over 45
POND’S, GARNIER AND BIORE ARE TOP 3 SKIN CARE BRANDS USED MOSTLY
Which of the following skin care brands are you using?
(Comparison by Age Group)
Over 45 group use Biore more than other younger age groups
* Who chose other answers except from “Cleanser” and “Other” in Q: “In the above facial treatments, what is the
most effective way for you?” and Female only
N = 585* N = 147 N = 36N = 191N = 198 N = 13

22. 21DI Marketing Co., Ltd.
6%
4%
4%
4%
3%
7%
4%
4%
4%
8%
3%
6%
4%
8%
5%
11%
17%
41%
42%
43%
0% 50% 100%
Male
20%
3%
4%
4%
5%
4%
6%
7%
8%
7%
9%
9%
11%
11%
16%
18%
27%
19%
32%
40%
0% 50% 100%
Female
16%
3%
4%
4%
5%
5%
5%
6%
7%
7%
7%
8%
9%
10%
12%
16%
24%
26%
35%
41%
0% 50% 100%
Other
Vichy
Eucerin
LA MER
Aveeno
La Roche Posay
Neutrogena
Clarins
Clinique
Cetaphil
Hada Labo
The Face Shop
Laneige
Acnes
Shiseido
The Body Shop
Olay
Biore
Garnier
Ponds
Total
Which of the following skin care brands are you using?
(Comparison by Gender Group)
Male use Biore skin care product more, while Female use Shiseido more often
* Who chose other answers except from “Cleanser” and “Other” in Q: “In the above facial treatments, what is the
most effective way for you?” and Female only
POND’S, GARNIER AND BIORE ARE TOP 3 SKIN CARE BRANDS USED MOSTLY
N = 585* N = 181 N = 404

23. 22DI Marketing Co., Ltd.
Top 3 reasons making you decide to choose your brand are:
(Comparison by Age Group)
1%
6%
8%
8%
10%
15%
17%
21%
24%
31%
32%
36%
56%
0% 50% 100%
Other
Seller's advice
Good customer sevice
Many attractive promotions
Nice packaging
Variety of products
Recommended by friends
Certificate of quality, safety
Famous, reliable brand
Good review
Natural ingredients
Good price
Good quality
Total
2%
4%
2%
10%
8%
11%
18%
19%
25%
30%
33%
39%
59%
0% 50% 100%
25-29
3%
5%
6%
5%
10%
14%
14%
20%
24%
33%
28%
39%
60%
0% 50% 100%
30-35
0%
11%
16%
8%
11%
19%
16%
27%
21%
30%
39%
31%
48%
0% 50% 100%
36-40
0%
17%
17%
17%
14%
19%
25%
17%
25%
19%
17%
28%
58%
0% 50% 100%
41-45
0%
0%
8%
8%
0%
23%
31%
15%
31%
54%
23%
38%
46%
0% 50% 100%
Over 45
GOOD QUALITY, GOOD PRICE AND NATURAL INGREDIENTS ARE TOP 3
REASONS MAKING PEOPLE CHOOSE THE SKIN CARE BRAND
Natural ingredients is the main reason that 36-40 group choose the brand
While good review is the main reason of over 45 group
* Who chose other answers except from “Cleanser” and “Other” in Q: “In the above facial treatments, what is the
most effective way for you?” and Female only
N = 585* N = 147 N = 36N = 191N = 198 N = 13

24. 23DI Marketing Co., Ltd.
2%
6%
4%
9%
12%
18%
18%
16%
28%
23%
24%
34%
59%
0% 50% 100%
Male
1%
7%
9%
8%
9%
13%
16%
24%
22%
34%
35%
37%
55%
0% 50% 100%
Female
1%
6%
8%
8%
10%
15%
17%
21%
24%
31%
32%
36%
56%
0% 50% 100%
Other
Seller's advice
Good customer sevice
Many attractive promotions
Nice packaging
Variety of products
Recommended by friends
Certificate of quality, safety
Famous, reliable brand
Good review
Natural ingredients
Good price
Good quality
Total
Top 3 reasons making you decide to choose your brand are:
(Comparison by Location Group)
Famous and reliable brand is the main reason that Male choose their brand
While natural ingredients is the main reason of Female
N = 585* N = 181 N = 404
* Who chose other answers except from “Cleanser” and “Other” in Q: “In the above facial treatments, what is the
most effective way for you?” and Female only
GOOD QUALITY, GOOD PRICE AND NATURAL INGREDIENTS ARE TOP 3
REASONS MAKING PEOPLE CHOOSE THE SKIN CARE BRAND

25. 24DI Marketing Co., Ltd.
6% 3%
8%
5%
1%
7%
7%
0%
10%6%
5%
6%
12%
9%
13%
26%
28%
25%
38%
54%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Under $24
$24-$38
$38-$77
$77-$115
$115-$154
$154-$230
Over $230
6%
2% 1%
18% 17%
0%
5%
1% 1%
11%
25%
7%
2% 4%
19%
6%
6%
3%
7%
7% 8%
8%
12%
14%
17%
3%
8%
8%
26%
36%
25%
16%
19%
46%
38%
43% 46%
26%
17%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 25-29 30-35 36-40 41-45 Over 45
Under $24
$24-$38
$38-$77
$77-$115
$115-$154
$154-$230
Over $230
$63 IS THE AVERAGE COST FOR BUYING SKIN CARE PRODUCTS PER MONTH
On average, how much do you spend on skin care products per month?
(Comparison by Age Group & Location Group)
36-40 and 41-45 groups spend more on skin care products than other age group
Average
Cost
$63 Average
Cost
$39 $44 $117 $35 $63 $40
N = 585* N = 198 N = 36 N = 13N = 191
$73
N = 404N = 585* N = 181
* Who chose other answers except from “Cleanser” and “Other” in Q: “In the above facial treatments, what is the
most effective way for you?” and Female only
$108
N = 147

26. 25DI Marketing Co., Ltd.
1%
2%
2%
2%
4%
10%
11%
13%
15%
19%
20%
0% 50% 100%
Other
Traditional Market
Cosmetic stores on the road
Online media sellers
Beauty shops
Retail chain of beauty products
Own branded retail store
Grocery store
Online sales sites
Department store
Supermarket
Total
1%
2%
1%
3%
6%
9%
19%
14%
19%
9%
18%
0% 50% 100%
25-29
2%
1%
3%
2%
3%
14%
9%
14%
17%
13%
23%
0% 50% 100%
30-35
%
3%
3%
3%
4%
7%
3%
10%
9%
39%
20%
0% 50% 100%
36-40
3%
%
%
%
8%
8%
11%
17%
17%
25%
11%
0% 50% 100%
41-45
%
8%
%
%
%
15%
8%
15%
%
23%
31%
0% 50% 100%
Over 45
SUPERMARKET, DEPARTMENT STORE AND ONLINE SALES SITE ARE TOP 3
PLACES TO BUY SKIN CARE PRODUCT
Where do you usually buy skin care products?
(Comparison by Age Group)
Older people prefers to go to department tsores to buy skin care products more than young age groups
* Who chose other answers except from “Cleanser” and “Other” in Q: “In the above facial treatments, what is the
most effective way for you?” and Female only
N = 585* N = 147 N = 36N = 191N = 198 N = 13

27. 26DI Marketing Co., Ltd.
1%
3%
1%
2%
4%
8%
10%
27%
13%
4%
27%
0% 50% 100%
Male
1%
1%
2%
2%
4%
11%
11%
7%
16%
26%
17%
0% 50% 100%
Female
1%
2%
2%
2%
4%
10%
11%
13%
15%
19%
20%
0% 50% 100%
Other
Traditional Market
Cosmetic stores on the road
Online media sellers
Beauty shops
Retail chain of beauty products
Own branded retail store
Grocery store
Online sales sites
Department store
Supermarket
Total
Where do you usually buy skin care products?
(Comparison by Gender Group)
Male go to grocery stores to buy skin care product more often than others
While Female often go to department stores
* Who chose other answers except from “Cleanser” and “Other” in Q: “In the above facial treatments, what is the
most effective way for you?” and Female only
N = 585* N = 181 N = 404
SUPERMARKET, DEPARTMENT STORE AND ONLINE SALES SITE ARE TOP 3
PLACES TO BUY SKIN CARE PRODUCT

28. 27DI Marketing Co., Ltd.
1) Appearance care habit
2) Facial care habit
a. Skin care
b. Makeup
CONTENT

29. 28DI Marketing Co., Ltd.
7% 8% 8% 5% 6%
17%
93% 92% 92% 95% 94%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 25-29 30-35 36-40 41-45 Over 45
Yes
No
8% 5% 5%
9%
93% 95% 95%
91%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Jakarta Surabaya Others
Yes
No
93% HAVE A REGULAR HABIT OF MAKEUP
Do you have a regular habit of makeup or not?
(Comparison by Age Group & Location Group)
Over 45 group barely use makeup. Younger age groups use makeup more frequently.
* Female only
N = 656* N = 226 N = 132 N = 31 N = 203 N = 92N = 249 N = 656*N = 18 N = 361

30. 29DI Marketing Co., Ltd.
6% 3%
7% 7%
0%
0%
0% 0%0%
0%
0% 0%1%
2%
1% 1%
8% 17%
2%
5%
9%
10%
7%
8%
76%
68%
83%
79%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Jakarta Surabaya Others
Everyday
4-6 times / week
1-3 times / week
Once a week
2-3 times / month
Once a month
Rarely / Only for party6% 5% 7% 5%
0%
20%
0% 0%
0%
0%
0%
0%
0% 0%
0%
1%
0%
0%
1% 1%
0% 3%
3%
0%
8%
5% 6%
18%
0%
13%
9%
8%
7%
12%
7%
13%
76%
81% 80%
61%
90%
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 25-29 30-35 36-40 41-45 Over 45
Everyday
4-6 times / week
1-3 times / week
Once a week
2-3 times / month
Once a month
Rarely / Only for party
76% HAVE HABIT OF MAKEUP EVERYDAY
How often do you make up?
(Comparison by Age Group & Location Group)
Over 45 group and Jakarta people make up less than other groups
* Who chose “Yes” in Q: “Do you have a regular habit of makeup or not?”
N = 607* N = 208 N = 125 N = 29 N = 193 N = 87N = 230 N = 607*N = 15 N = 327

31. 30DI Marketing Co., Ltd.
1% % % 2% 7%
%
4% 3%
6% 4%
%
%
15%
11%
14%
29%
4%
%
61%
66%
60%
54%
71%
67%
19% 21% 20%
11%
18%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 25-29 30-35 36-40 41-45 Over 45
Under 15 minutes
15 - 30 minutes
30 - 45 minutes
45 - 60 minutes
60 - 90 minutes
90 - 120 minutes
Over 120 minutes 4% 5% 5% 3%
15%
30%
5% 8%
61%
54%
79%
61%
19%
10% 11%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Jakarta Surabaya Others
Under 15 minutes
15 - 30 minutes
30 - 45 minutes
45 - 60 minutes
60 - 90 minutes
90 - 120 minutes
Over 120 minutes
25 MINUTES IS THE AVERAGE TIME FOR MAKEUP
How much average time do you spend on makeup?
(Comparison by Age Group & Location Group)
Weighted
Average
Time
Weighted
Average
Time
25
mins
25
mins
23
mins
27
mins
20
mins
25
mins
28
mins
24
mins
23
mins
* Who chose “Everyday” or “4-6 times/week” or“1-3 times/week” in Q: “How often do you make up?”
36-40 group spend time on makeup more than other age groups
20
mins
N = 562* N = 195 N = 114 N = 28 N = 184 N = 80N = 213 N = 562*N = 12 N = 298

32. 31DI Marketing Co., Ltd.
2%
26%
36%
48%
51%
52%
58%
60%
65%
70%
85%
87%
0% 50% 100%
Others
Bronzer
Concealer
Blusher
Lip Balm
Eyeshadows
Mascara
Eye-liner pencil
Foundation
Eyebrow pencil
Lipsticks
Powder
Total
3%
12%
26%
42%
49%
47%
58%
64%
63%
72%
92%
91%
0% 50% 100%
25-29
3%
29%
37%
52%
56%
56%
60%
65%
69%
72%
89%
92%
0% 50% 100%
30-35
1%
46%
49%
55%
53%
57%
61%
55%
68%
69%
71%
77%
0% 50% 100%
36-40
0%
18%
46%
36%
25%
50%
29%
29%
46%
43%
57%
68%
0% 50% 100%
41-45
8%
25%
42%
50%
50%
50%
50%
50%
75%
67%
92%
92%
0% 50% 100%
Over 45
POWDERS, LIPSTICKS AND EYEBROW PENCILS ARE TOP 3 COSMETIC LINES
USUALLY USED FOR MAKEUP
What cosmetic lines do you usually use for makeup?
(Comparison by Age Group)
36-40 group uses bronzers more often than other age groups
While foundation is used the most often in over 45 group
* Who chose “Everyday” or “4-6 times/week” or“1-3 times/week” in Q: “How often do you make up?”
N = 562* N = 195 N = 114 N = 28N = 213 N = 12

33. 32DI Marketing Co., Ltd.
2%
32%
45%
58%
50%
59%
65%
63%
63%
71%
82%
83%
0% 50% 100%
Jakarta
3%
49%
56%
58%
75%
65%
75%
75%
81%
85%
93%
96%
0% 50% 100%
Surabaya
2%
26%
36%
48%
51%
52%
58%
60%
65%
70%
85%
87%
0% 50% 100%
Others
Bronzer
Concealer
Blusher
Lip Balm
Eyeshadows
Mascara
Eye-liner pencil
Foundation
Eyebrow pencil
Lipsticks
Powder
Total
3%
16%
26%
40%
46%
45%
49%
55%
63%
66%
85%
88%
0% 50% 100%
Others
What cosmetic lines do you usually use for makeup?
(Comparison by Location Group)
N = 562* N = 80 N = 298
Surabaya people use makeup more than other cities
N = 184
* Who chose “Everyday” or “4-6 times/week” or“1-3 times/week” in Q: “How often do you make up?”
POWDERS, LIPSTICKS AND EYEBROW PENCILS ARE TOP 3 COSMETIC LINES
USUALLY USED FOR MAKEUP

34. 33DI Marketing Co., Ltd.
22%
4%
4%
4%
5%
5%
5%
5%
5%
5%
6%
8%
10%
10%
12%
13%
28%
39%
39%
50%
0% 50% 100%
Others
NARS
Bobbi Brown
Laura Mercier
Lancôme
Benefit
Shu Uemura
Sulwhasoo
YSL
Estee Lauder
Clinique
Laneige
Dior
Chanel
Avon
Mac
L'Oreal
Revlon
Oriflame
Maybeline
Total
28%
2%
4%
2%
3%
3%
1%
3%
4%
3%
3%
8%
7%
3%
5%
17%
26%
44%
42%
65%
0% 50% 100%
25-29
27%
4%
5%
3%
4%
4%
6%
5%
4%
5%
6%
6%
6%
9%
9%
9%
24%
37%
40%
46%
0% 50% 100%
30-35
11%
5%
5%
11%
10%
10%
10%
7%
7%
10%
11%
14%
21%
26%
25%
14%
38%
32%
36%
32%
0% 50% 100%
36-40
4%
7%
0%
14%
4%
4%
7%
11%
14%
7%
11%
7%
25%
11%
29%
11%
32%
43%
32%
50%
0% 50% 100%
41-45
0%
0%
0%
0%
8%
0%
0%
0%
0%
8%
8%
8%
0%
8%
33%
25%
25%
50%
25%
42%
0% 50% 100%
Over 45
MAYBELLINE, ORIFLAME AND REVLON ARE TOP 3 BRANDS USED MOST
OFTEN FOR MAKEUP
What makeup brands are you using?
(Comparison by Age Group)
25-29 group chooses Maybeline while 36-40 group chooses L’Oreal as the most favorite brand
* Who chose “Everyday” or “4-6 times/week” or“1-3 times/week” in Q: “How often do you make up?”
N = 562* N = 195 N = 114 N = 28N = 213 N = 12

35. 34DI Marketing Co., Ltd.
14%
5%
7%
8%
8%
7%
7%
7%
8%
7%
8%
10%
18%
23%
21%
17%
36%
38%
45%
52%
0% 50% 100%
Jakarta
11%
3%
3%
1%
1%
0%
3%
3%
3%
3%
4%
5%
6%
6%
10%
10%
25%
49%
24%
48%
0% 50% 100%
Surabaya
22%
4%
4%
4%
5%
5%
5%
5%
5%
5%
6%
8%
10%
10%
12%
13%
28%
39%
39%
50%
0% 50% 100%
Others
NARS
Bobbi Brown
Laura Mercier
Lancôme
Benefit
Shu Uemura
Sulwhasoo
YSL
Estee Lauder
Clinique
Laneige
Dior
Chanel
Avon
Mac
L'Oreal
Revlon
Oriflame
Maybeline
Total
30%
3%
4%
3%
4%
5%
4%
4%
4%
5%
6%
8%
7%
4%
8%
12%
23%
36%
40%
50%
0% 50% 100%
Others
What makeup brands are you using?
(Comparison by Location Group)
Surabaya people choose Revlon as the most favorite brand for makeup
* Who chose “Everyday” or “4-6 times/week” or“1-3 times/week” in Q: “How often do you make up?”
MAYBELLINE, ORIFLAME AND REVLON ARE TOP 3 BRANDS USED MOST
OFTEN FOR MAKEUP
N = 562* N = 80 N = 298N = 184

36. 35DI Marketing Co., Ltd.
Where do you usually buy makeup cosmetics?
(Comparison by Age Group)
2%
2%
2%
21%
23%
23%
26%
0% 50% 100%
Other
Traditional Market
Online media (Facebook/ Instagram)
Online sites (Lazada, Tokopedia, etc.)
Supermarket
Shops specializing in selling cosmetics
(Sephora, The Body Shop, dll)
Department store (Central, Metro,
Debenhams)
Total
2%
2%
2%
25%
20%
29%
21%
0% 50% 100%
25-29
2%
2%
2%
21%
29%
25%
18%
0% 50% 100%
30-35
1%
4%
2%
18%
14%
16%
46%
0% 50% 100%
36-40
0%
0%
7%
21%
32%
7%
32%
0% 50% 100%
41-45
0%
0%
8%
0%
33%
17%
42%
0% 50% 100%
Over 45
DEPARTMENT STORES, COSMETIC SPECIALIZED SHOPS AND
SUPERMARKETS ARE TOP 3 PLACES TO BUY THE MAKEUP COSMETICS
25-29 group usually goes to cosmetic specialized shops to buy makeup cosmetics most often
While 36 age and above group usually buys makeup cosmetics at Department stores
* Who chose “Everyday” or “4-6 times/week” or“1-3 times/week” in Q: “How often do you make up?”
N = 562* N = 195 N = 114 N = 28N = 213 N = 12

37. 36DI Marketing Co., Ltd.
1%
3%
3%
26%
8%
19%
41%
0% 50% 100%
Jakarta
3%
3%
3%
20%
35%
24%
14%
0% 50% 100%
Surabaya
2%
2%
2%
18%
30%
26%
20%
0% 50% 100%
Others
2%
2%
2%
21%
23%
23%
26%
0% 50% 100%
Other
Traditional Market
Online media (Facebook/ Instagram)
Online sites (Lazada, Tokopedia, etc.)
Supermarket
Shops specializing in selling cosmetics
(Sephora, The Body Shop, dll)
Department store (Central, Metro,
Debenhams)
Total
Where do you usually buy makeup cosmetics?
(Comparison by Location Group)
N = 562* N = 80 N = 298
Jakarta people prefer to buy makeup cosmetics at Department stores
While Surabaya people prefer supermarkets to buy makeups
N = 184
* Who chose “Everyday” or “4-6 times/week” or“1-3 times/week” in Q: “How often do you make up?”
DEPARTMENT STORES, COSMETIC SPECIALIZED SHOPS AND
SUPERMARKETS ARE TOP 3 PLACES TO BUY THE MAKEUP COSMETICS

38. 37DI Marketing Co., Ltd.
10%
3%
12%
20%
14%
0%
6%
3%
4%
14%
18%
8%
2%
0%
1%
6%
18%
0%
8%
7%
4%
20%
7%
8%
6%
5%
6%
9%
7%
0%
8%
10%
9%
4%
7%
8%
17%
25%
18%
6% 7%
17%
41%
49% 47%
20% 21%
58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 25-29 30-35 36-40 41-45 Over 45
Under $75
$75-$155
$155-$230
$230-$310
$310-$460
$460-$615
$615-$770
Over $770
10%
15%
24%
4%
6%
5%
3%
8%
2%
3%
1%
3%
8%
14% 5%
6%
6%
10%
4%
4%
8%
7%
8%
9%
17%
17%
18%
17%
41%
29%
39%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Jakarta Surabaya Others
Under $75
$75-$155
$155-$230
$230-$310
$310-$460
$460-$615
$615-$770
Over $770
$223 IS THE AVERAGE COST FOR BUYING MAKEUP COSMETIC PER TIME
In your last purchase, how much did you spend on buying makeup
cosmetics? (Comparison by Age Group & Location Group)
36-40 and 41-45 age groups spend more money on makeup cosmetic
Jakarta people spend money on makeup cosmetic more than other cities
Average
Spending
$223 $130 $193 $400 $129 $223
Average
Spending
$279 $274 $175
* Who chose “Everyday” or “4-6 times/week” or“1-3 times/week” in Q: “How often do you make up?”
$404
N = 562* N = 195 N = 114 N = 28 N = 184 N = 80N = 213 N = 562*N = 12 N = 298

39. 38DI Marketing Co., Ltd.
FEEL FREE TO DROP US ANY QUESTION
• Japan
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City,
Vietnam
o Contact person: Mr. Ho Hai Dang (Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok
10110, Thailand
o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)
o Email: sariya.a@di-mktg.com
o Contact number: +66 876 724 832
• Indonesia
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +62 21 3005 3541

40. 39
DI Marketing Co., Ltd.