On average, Indonesian buy facial cleanser 11 times per year and spend $5.64 for each cleanser purchase, younger groups tend to buy and spend more than the older Find more at: http://www.di-onlinesurvey.com/

1. STUDY ABOUT FEMALE FACIAL CLEANSER
USAGE IN INDONESIA
BY DI-MARKETING (www.di-onlinesurvey.com)
Jan, 2017

2. 1
SCOPE OF WORK
 This survey was conducted to study about female facial cleanser usage in
Indonesia
 Methodology: Online survey
 Fieldwork time: 5 days (19/12/2016 to 23/12/2016)
 Sample size: N = 290
 Geography: Nationwide

3. 2
KEY FINDINGS
• Ponds, Biore and Garnier are the top brand awareness
• TVC, points of sales and online ads are top awareness channels
• Top 3 brand shares: Pond’s dominates market, leaving big gaps to Garnier and Clean &
Clear
• Foaming is the most popular cleanser, with 44% shares
• 50-100ml is the most popular tube size
• Supermarket is the most common purchase channel. Ecommerce accounts for 28% of
users’ choice
• On average, Indonesian buy facial cleanser 11 times per year and spend $5.64 for each
cleanser purchase, younger groups tend to buy and spend more than the older
• Skin brightening and moisturization are the top reasons for choosing a cleanser brand
• 84% respondents are satisfied with their facial cleanser brands
• 56% seem to be loyal to their facial cleanser brands

4. 3
KEY FINDINGS VIETNAM INDONESIA
Most well-known brands Pond’s, Biore and Nivea Pond’s, Biore and Garnier
Market leaders Pond’s (28%) Pond’s (42%)
Key sources of brand
awareness
TVC (66%), points of sales (59%)
and Word of mouth (52%)
TVC (75%), points of sales
(70%) and online ads (59%)
Key purchase channel Supermarket (87%) Supermarket (69%), Ecommerce
(28%)
Top brand choice
criteria
Pricing, oil cleansing and skin
brightening
Skin brightening and
moisturization
Largest expenditure
group
59% spend Under $5 70% spend Under $5
VIETNAM VS. INDONESIA

5. 4
N = 290
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
100%Female
21%
36%
44%
Over 30
26-30
18-25
28%
3%
4%
12%
15%
16%
21%
Others
Medan
Yogyakarta
Surabaya
Bandung
Bodetabek
Jakarta
1%
2%
5%
7%
13%
19%
22%
32%
Others
Job seeker/Retired
Factory Worker
Engineer/Doctor/Teacher
Student
Self-employed
Officer
Housewife

6. 5
PONDS, BIORE AND GARNIER ARE THE TOP BRAND AWARENESS
Do you know any facial cleanser brands listed below? (By age)
N = 290
3%
3%
6%
15%
17%
18%
23%
26%
29%
33%
37%
51%
52%
73%
74%
79%
80%
88%
Others
Vichy
Neutrogena
The faceshop
Clinique
Cetaphil
Biokos
Hada Labo
Bioderma
Skinfood
Hazeline
Acnes
SK II
Clean&Clear
Nivea
Garnier
Bioré
Pond's
Total
3%
5%
10%
17%
14%
18%
17%
27%
30%
33%
31%
56%
49%
72%
68%
80%
72%
83%
18-25
3%
4%
4%
16%
16%
20%
27%
26%
27%
37%
34%
53%
53%
72%
77%
76%
82%
90%
26-30
3%
0%
2%
12%
25%
13%
28%
23%
28%
28%
55%
35%
57%
80%
82%
80%
92%
92%
Over 30
N = 127 N = 103 N = 60

7. 6
TVC, POINTS OF SALES AND ONLINE ADS ARE TOP AWARENESS CHANNELS
How do you know these brands? (By age)
26%
28%
30%
32%
38%
46%
48%
59%
70%
75%
News/ Magazines
Through promotion persons
Out of homes
Sampling/ trial products
Friends/ relatives
recommendation
Facebook ads
Ecommerce sites
Online ads
Through selling places
(supermarket,..)
TV ads
Total
26%
31%
33%
26%
37%
43%
48%
62%
67%
69%
18-25
29%
26%
30%
35%
40%
55%
53%
57%
72%
78%
26-30
22%
25%
25%
42%
35%
37%
38%
53%
75%
83%
Over 30
N = 290 N = 127 N = 103 N = 60

8. 7
TOP 3 BRAND SHARES: POND’S DOMINATES MARKET, LEAVING BIG GAPS TO
GARNIER AND CLEAN & CLEAR
Which brand of facial cleanser are you using the most frequent? (By age)
24%
6%
7%
10%
12%
42%
Others
Nivea
Bioré
Clean&Clear
Garnier
Pond's
Total
32%
5%
8%
12%
13%
30%
18-25
20%
7%
7%
9%
10%
48%
26-30
12%
5%
5%
10%
12%
57%
Over 30
N = 290 N = 127 N = 103 N = 60

9. 8
MAJORITY BUY FACIAL CLEANSER BY THEMSELVES
In your family, who usually buy facial cleanser for you? (By age)
N = 290 N = 127 N = 103 N = 60
2%3%
8%
4%
6%
4% 2%
4%
5%
6%
2%
87%
81%
90%
95%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Myself
Mother
Boyfriend/ husband
Siblings/ Cousins/ Aunt
Others

10. 9
FOAMING IS THE MOST POPULAR CLEANSER, WITH 44% SHARES
If you buy facial cleanser for yourself, what type of facial cleanser do you use the most? (By age)
1%
8% 8% 8%
11%
9% 10%
9%
11%
11% 14%
10%
11%
12% 9%
15%
12%
15% 17%
14% 11%
44% 42%
45% 46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Foaming face washes
Liquid cleansers
Exfoliating cleansers
Cream cleansers
Gel cleanser
Cleansing fluids
Cleansing oil
N = 253 N = 103 N = 93 N = 57

11. 10
50-100ML IS THE MOST POPULAR TUBE SIZE
How big is the size of your facial cleanser? (By age)
N = 253 N = 103 N = 93 N = 57
3% 3% 4% 2%
4% 5% 3%
4%
57% 56%
52%
65%
33% 33%
37%
26%
4% 3% 4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Over 200 ml
100 ml - 200 ml
50 ml - 100 ml
Under 50 ml
I don't remember/
don’t care

12. 11
18-25 AGE GROUP SEEMS TO BE THE HEAVIEST USERS WITH HIGHEST
USAGE FREQUENCY
How frequent do use facial cleanser? (By age)
2%1% 3%
12%
10% 5%
28%
59%
54%
66%
56%
22%
31%
19%
11%
5% 5% 6% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
More than 3 times
/day
3 times /day
2 times /day
Once /day
2-3 days / time
Once / week
N = 253 N = 103 N = 93 N = 57

13. 12
SUPERMARKET IS THE MOST COMMON PURCHASE CHANNEL.
ECOMMERCE ACCOUNTS FOR 28% OF USERS’ CHOICE
Where do you usualy buy facial cleanser? (By age)
2%
5%
11%
19%
21%
22%
28%
28%
69%
Others
Sellers on facebook/ Instagram
Brand shops in Department
stores
Brand shops on the mall
Pharmacies (not chain)
Grocery stores
Ecommerce Website
Beauty and pharmacy chain
Supermarket
Total
1%
5%
12%
21%
28%
22%
26%
28%
68%
18-25
5%
6%
10%
19%
19%
27%
34%
30%
69%
26-30
0%
2%
11%
16%
9%
14%
23%
26%
70%
Over 30
N = 253 N = 103 N = 93 N = 57

14. 13
MAJORITY ARE SATISFIED WITH THEIR FACIAL CLEANSER BRANDS
How do you feel with your current facial cleanser brand? (By brand)
N = 253 N = 27* N = 108 N = 25*
Weighted
Average
Score(**)
4.03 4.004.07
16%
11%
15% 12%
60% 70% 63%
76%
24%
19% 21%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Garnier Pond's Clean&Clear
Very satisfied
Satisfied
Normal
* Small sample size
** 5 = Very satisfied, 4 = Satisfied, 3 = Normal, 2 = Dissatisfied, 1 = Very dissatisfied
4.07

15. 14
QUALITY, PRICING AND WARRANTY ARE THE TOP BRAND CHOICE
RATIONALES
What is your usage intention towards this facial cleanser brand in the future? (By brand)
N = 253 N = 108 N = 27* N = 25*
Weighted
Average
Score
3.30 3.243.423.51
4% 5% 4% 4%
20%
23%
30% 28%
20%
18%
22%
20%
34%
35%
22%
36%
22% 19% 22%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Pond's Garnier Clean&Clear
I will buy this brand
only
I will prefer buying
this brand in priority
I will continue buy
this brand, but I will
buy at other in the
future
I will use this brand
parallel with other
brand
I will switch to other
brand
* Small sample size
** 5 = I will buy this brand only, 4 = I will prefer buying this brand in priority, 3 = l will continue buy this brand, but I will buy at other in the future, 2 = I will use this brand
parallel with other brand, 1 = I will switch to other brand

16. 15
62% SAY THEY’LL RECOMMEND THEIR FACIAL CLEANSER BRAND TO
OTHERS
What is your ability to recommend your facial cleanser brand to others? (By brand)
N = 253 N = 108 N = 27*N = 25*
3% 4% 3% 4%
35% 32% 36%
41%
37%
28%
41%
41%
25%
36%
20%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Clean&Clear Pond's Garnier
I will recommend
definitely
I will recommend
I may
recommend
I will not
recommend
*: Small sample size

17. 16
TOP DISSATISFACTIONS MOSTLY RELATE TO ACNE AND WHITENING
PROBLEMS
Is there anything that makes you unsatisfied about your current facial cleanser brand?
31%
5%
6%
6%
6%
6%
6%
7%
8%
8%
8%
8%
9%
9%
11%
11%
11%
11%
13%
15%
Don't have anything
Do not leave skin smooth
Do not moisturize and leave skin soft
Do not clean make up base completely
Do not remove oil effectively
Cause skin irritation
Cause acne
Do not firms skin/ brings back elasticity
Do not brighten skin
Do not remove toxins, purify skin effectively
Do not remove dirt deeply
Do not exfoliate skin effectively
Do not prevent skin from getting oily
Do not remove bacteria causing acne
Do not make wrinkles less visible
Do not make dark spots less visible
Do not remove acne problems
Do not prevent acne problems
Do not whiten skin
Do not minimize/ tighten pores
Total
N = 253

18. 17
NON-SKIN IRRITATION, SKIN TIGHTENING AND FAST EFFICIENCY ARE
THE MOST CONCERNS RELATING TO CLEANSING FUNCTIONS
What is your most funtional concerns when choosing a facial cleanser?
N = 253
1%
3%
4%
4%
6%
6%
7%
8%
8%
9%
11%
13%
19%
Not receptive to the sun
Much foam
Has a nice fragrance
Does not thin skin
Not sticky and greasy
Many products for different skin kind
Is verified by dermatologist and skin care institue
Is verified by dermatology organization
Not make skin dull back
Has more natural ingredients
Quick efficiency
Doesn't leave dry/ tight skin feeling
Mildly & not make skin irritated
Total

19. 18
SKIN BRIGHTENING AND MOISTURIZATION ARE THE TOP REASONS
FOR CHOOSING A CLEANSER BRAND
Why do you choose that brand? (By brand)
N = 253
1%
11%
15%
17%
18%
21%
22%
22%
23%
27%
29%
30%
31%
31%
31%
33%
36%
37%
38%
51%
60%
Others
Remove toxins, purify skin
Exfoliate skin
Natural ingredients
Make wrinkles less visible
Clean make up base completely/ Replace make up remover
Famous brands
Minimize/ tighten pores
Remove bacteria causing acne
Firms skin/ brings back elasticity
Make dark spots less visible
Remove oil
Leave skin smooth
Remove dirt deeply
Whiten skin
Remove acne problems
Prevent acne problems
Prevent skin from getting oily
Affordable price
Moisturize and leave skin soft
Brighten skin
Total
0%
8%
8%
10%
14%
21%
24%
19%
19%
28%
33%
31%
32%
31%
33%
29%
31%
37%
41%
44%
62%
Pond's
0%
4%
19%
15%
19%
19%
19%
26%
19%
11%
33%
19%
22%
33%
33%
30%
30%
26%
48%
48%
78%
Garnier*
0%
4%
12%
16%
4%
8%
8%
20%
24%
8%
4%
28%
12%
28%
20%
32%
36%
44%
28%
44%
40%
Clean&Clear*
N = 108 N = 27 N = 25
*: Small sample size

20. 19
ON AVERAGE, INDONESIAN BUY FACIAL CLEANSER 11 TIMES PER YEAR,
YOUNGER GROUPS TEND TO BUY MORE THAN THE OLDER
How frequent do you buy facial cleanser? (By age)
5%2%
4%
4%
5%
6%
9%
25%
25%
29%
16%
55%
57%
52% 56%
11% 14% 11%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
More than once /
month
Once / month
Every 2 months
Every 3 months
Every 4-6 months
More than 6 months
I don't remember
N = 253 N = 103 N = 93 N = 57
Purchase
Frequency
Per Year
11
times
10
times
12
times
11
times

21. 20
ON AVERAGE, INDONESIAN SPEND $5.64 FOR EACH CLEANSER PURCHASE,
YOUNGER GROUPS TEND TO SPEND MORE THAN THE OLDER
How much do you spend on facial cleanser per each purchase? (By age)
6% 7% 4% 5%
4%
6%
3%
6%
6%
6%
4%
15%
15%
17%
14%
39% 36%
44%
35%
29% 29%
24%
39%
2% 2% 1% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Under $1.5
$1.5 - $2.49
$2.5 - $4.99
$5 - $9.99
$10 - $14.99
$15 - $20
Over $20
Weighted
Average
Expenditure
$5.66 $4.68$6.15$5.64
N = 253 N = 103 N = 93 N = 57

22. 21
CONTACT US
• Japan & Taiwan:
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 (Manager - DI Marketing)
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. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

23. 22
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

24. 23