Jakarta Beauty - from everyday routines to celebrity culture

Jakarta Beauty - from everyday routines to celebrity culture

By Kurt Thompson · 23 June 2017 · 3 minute read

A thing of beauty is a joy for ever: It’s loveliness increases; it will never

Pass into nothingness

- John Keats (1795 -1821)

Natural beauty takes at least two hours in front of a mirror!

- Pamela Anderson 


From classical poetry to pop culture the beauty space is becoming ever more cluttered, complex and competitive. The key to understanding what beauty means and how to unlock the secrets of what will motivate women to spend money, on which products and from whom is becoming more and more elusive. To help unlock these mysteries, ABN Impact recently held a Break Fasting event where the latest findings from our proprietary Jakarta Beauty Insight Community were presented highlighting what Indonesian women currently consider as important and why…

Joined by Beauty Blogger, co-founder of Indonesian Female Bloggers and Managing Director of COCO Media Asia, Elnie Meirinza Putri Dewa, and industry expert and Managing Partner of TapestryWorks, Dr. Neil Gains presentations focussed on how Indonesian women’s attitudes towards beauty are changing over time and the importance to keep up with these changes.

Women now have endless choices and what comes with that is the challenge of the way people make those choices, which is now increasingly complex. The consumption of information from multiple sources at the same time, all the time, is the norm now. Decisions are not now influenced only from advertising but from word of mouth, social media buzz and bloggers and vloggers. How do we keep up?

Jakarta Beauty was set up in mid-2015 with a group of women who are all highly engaged in the beauty category. Since then we have been having conversations with them about their daily rituals, motivations and emotional engagement within all things beauty. Unlike the typical linear approach to research an Insight Community, and Jakarta Beauty, builds up a longitudinal understanding. With that in mind, we were able to showcase learnings that we have gleaned from multiple engagements, not just a single survey. Dr. Gains builds on this saying:

“In previous work with the Jakarta Beauty community we found that Indonesian women have a diverse range of beauty goals, so in the work presented today we show how these different goals reflect different parts of women’s lives. Many goals reflect the different concerns and aspirations of women from first thing in the morning to last thing and night and even on less regular and more special occasions. Other goals reflect their needs from product experience and also the beauty that is reflected in Indonesian cultural values.”

Elnie, as a blogger who engages with passionate Indonesian women regularly reinforced the need for continuous dialogue as she emphasised the power and influence of social media on beauty trends sharing her belief that if brands join in the conversation they can benefit  “in harnessing the enthusiasm and energy of exciting young talent to drive creative, innovative social media campaigns while targeting commercial goals…”

We moved on to discuss the need for authenticity in terms of customer engagement and the need to, in turn, understand how customers engage with a brand making that knowledge count in every customer interaction closing with examples of how leading beauty brands such as Elizabeth Arden, Garnier and Shiseido do just that by utilising their own fully branded large scale Insight Communities. The advantage always goes to companies that are best able to forge lasting emotional connections with their customers.