Asia Personal Care & Cosmetics Market Guide 2016

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a stronger foothold as urban-dwelling, working class women are keen to spend more on premium, upmarket products. According to the Jakarta Post newspaper, Indonesian cosmetic products marketed through social media like Instagram and Facebook, are unsettling established major players like Mustika Ratu and Martina Berto to move out from their comfort zones and stay competitive as new names have begun to disrupt the landscape. Well established local brands such as Polka, By Lizzie Parra (BLP), or Rollover Reaction have increased their popularity cosmetics enthusiasts through creative campaigns, leveraging social media including Instagram and Facebook. Polka, for instance, relies heavily on the digital world to sell its products. The company believes that online marketing is the best tool to reach what it calls a “borderless market”. Its lip lacquer — a liquid lip color that creates a glossy look — hit the market last year and has sold like hotcakes among teenagers The growth in the e-commerce market in Indonesia will continue its upward trend in the years ahead. Indonesia is one of the biggest online markets worldwide, with 93 million online users, and this number is expected to grow at an average rate of 10% through the end of 2020, to reach over 130 million Internet users. Product Trends Indonesian consumers are attracted to branded products. They also tend to be image conscious. Brand loyalty is most likely gained by quality with good packaging, distribution, promotion, and pricing. The median age in Indonesia is 30.5. 7 Indonesia women tend to follow fashion and cosmetics trends in other Asian countries, particularly Singapore, Hong Kong and increasingly Korea. According to industry sources, products that are popular in Singapore would have good prospects in Indonesia. In Indonesia, similar to many other Asian countries, skin and hair are the two aesthetic qualities most highly valued. Accordingly, skin and hair care are the two largest categories of product sales, with over 20% of the market. Products which cater to Indonesia’s local climate and cultural traditions, addressing strong sun, high humidity and urban pollution, as well as the requirement of regular face washing ahead of frequent daily prayers fare well. For many consumers products need to have stronger fragrances, higher SPF protection and be waterproof. In skin care, there is demand for products that even skin tone and whitening agents. Since the cosmetics market in Indonesia is highly competitive, the creation of a strong brand through promotion is 7 CIA Factbook. Available online at https://www.cia.gov/library/publications/the-world-factbook/.
ecommended for substantial entry into the market. Successful products tend to contain unique formulas or ingredients not available in Indonesia. In addition, a strong marketing campaign and advertising play a major role in promoting awareness of products and brands and in expanding market reach. Business sources indicate that cosmetics companies use print media as their primary advertising channels to promote imported cosmetics. As the largest Muslim population, it is no surprise that halal cosmetics have caught on in Indonesia. While adherence to halal food has been a mainstay for the local Muslim population, adoption of halal cosmetics is a relatively newer phenomenon. For a product to be halal, it should not contain alcohol, should not be tested on animals, and should not contain ingredients from animals. There is also an increasing preference for herbal and organic products, as consumers become more health-conscious and opt for safer, chemical-free treatments. According to MarkPlus Insight Women Survey 2015 which shows that Wardah – which positions itself as a Muslim-friendly, halal cosmetics brand – was named the most popular cosmetics brand for women. Apart from Wardah, Sari Ayu too is certified halal. The wide stratification of pricing in Table 2 reflects the differing product requirements and income levels in Indonesia’s rural and urban markets. Table 2: Representative retail prices for the following products (US$) Products Mass Market Premium Low High Low High Perfume $3.46 $7.62 $35.31 $134.62 Lipstick $2.69 $7.54 $10.77 $38.08 Eye Shadow $2.69 $7.23 $16.54 $57.69 Mascara $3.46 $6.85 $18.08 $42.31 Sunscreen $2.69 $14.62 $17.31 $57.69 Bronzer/Blush $3.46 $11.46 $15.38 $34.62 Skin Cream $2.69 $21.15 $38.46 $230.77 Shampoo/Conditioner $2.31 $11.54 $15.38 $26.92 Hair Styling Product < $3.85 $3.85 - $11.54 $11.54 - $23.08 > $23.08 Deodorant $1.92 $3.85 $6.08 $25.08 Nail Polish $2.69 $5.00 $9.62 $23.08 Shaving Prep $0.00 $6.54 $7.69 - $23.08 > $23.08 Source: US Department of Commerce, International Trade Administration Field Research Overview of the Domestic Market Imports Indonesia imported $1.12 billion of personal care and cosmetic products in 2015, a 13% decrease from 2014. Given that overall domestic cosmetics consumption continued to increase this may be due to
Page 1 and 2: Asia Personal Care & Cosmetics Mark
Page 3 and 4: Table of Contents Country Guide: Au
Page 5 and 6: Overview of the Domestic Market Siz
Page 7 and 8: Table I: Total Imports of Personal
Page 9 and 10: interest, if the products are direc
Page 11 and 12: eached Australia, despite the count
Page 13 and 14: Cosmetics that make therapeutic cla
Page 15 and 16: Personal Care & Cosmetics Products
Page 17 and 18: Eye Shadow $15 $27 $48 $84 Mascara
Page 19 and 20: Baby and child specific products ar
Page 21 and 22: 2015 Key Figures: • 63,241 visits
Page 23 and 24: • Stamped copies of power of atto
Page 25 and 26: HS Code Description Tariff VAT Cons
Page 27 and 28: Personal Care & Cosmetics Products:
Page 29 and 30: Hong Kong’s total imports, includ
Page 31 and 32: In developing a distribution strate
Page 33 and 34: In premium skincare products, consu
Page 35 and 36: Hong Kong. Other leading U.S. skinc
Page 37 and 38: 3. “Dermo-skincare products” fo
Page 41 and 42: functional items to more advanced a
Page 43 and 44: market in India. For a new imported
Page 45 and 46: • Product Mix at the trade show:
Page 47 and 48: - The office of the Drug Controller
Page 51: Distributors notice that products w
Page 55 and 56: Imports from Southeast Asian neighb
Page 57 and 58: - Issued by the manufacturer/princi
Page 59 and 60: products. From the viewpoint of not
Page 61 and 62: Fragrances, especially new product
Page 63 and 64: Shaving Prep 3.00 6.00 13.00 65.00
Page 65 and 66: Color Cosmetics Japanese women use
Page 67 and 68: Upon receipt of the manufacturing o
Page 71 and 72: 3304 Make-Up & Skin-Care Preparatio
Page 73 and 74: The younger generation females tend
Page 75 and 76: The majority of the mass market cos
Page 77 and 78: 27.44% of the Malaysian manicure or
Page 79 and 80: to the Muslim consumers should be a
Page 81 and 82: • Population changes will shape e
Page 83 and 84: United Kingdom $23,932 4% $25,649 4
Page 87 and 88: In addition to personal care produc
Page 89 and 90: purchases across all socio-economic
Page 93 and 94: Leading international brands contin
Page 95 and 96: moisturizer than a foundation and y
Page 97 and 98: 2. Hair care preparations (shampoos
Page 99 and 100: There are no import or custom dutie
Page 101 and 102: 2012 2013 2014 2015 Total Market Si
Page 103 and 104:
Since the demand for new retail cha
Page 105 and 106:
Overview of the Domestic Market US
Page 107 and 108:
Annex
Page 109 and 110:
COSMETICS MARKET READINESS ASSESSME
Page 111 and 112:
Product Function No Not required if
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Product Notification Cosmetics prod
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Percentage of Ingredients Claimed N
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Product Sample Labeling Country of
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ASEAN Table: Cosmetics Indonesia Ma
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Australia Personal Care and Cosmeti
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Table 2: China Imports of Personal
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Table 4: China's Imports of Persona
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HTS Code Description 2011 2012 2013
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HONG KONG'S DOMESTIC EXPORTS BY PRO
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HONG KONG'S IMPORTS BY PRODUCTS, 20
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HONG KONG'S IMPORTS FROM THE U.S. B
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HONG KONG'S IMPORTS FROM FRANCE BY
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HONG KONG'S IMPORTS FROM KOREA (SOU
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India Personal Care and Cosmetics T
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Indonesia Personal Care and Cosmeti
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Japan Personal Care and Cosmetics T
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Malaysia Personal Care and Cosmetic
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Table 2: Philippines Imports of Per
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Table 4: Philippines's Imports of P
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Table 10: Imported Products Share o
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Table 13: HS 37: Cosmetic & Toilet
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Singapore Personal Care and Cosmeti
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South Korea Personal Care and Cosme
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1401 Constitution Avenue, NW Washin
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