What Drives Personal Care Product Choices in Indonesia

The market for personal care products in Indonesia is undergoing rapid change, particularly among young professionals who have their own ideas about what makes a product worth purchasing. For imported brands, success depends on understanding buyers who think carefully before spending their money.

The biggest challenge is figuring out what “value-for-money” actually means to these consumers. They don’t just look at price tags, but they think about whether the product works, what ingredients it contains, and whether the brand is worth the extra cost. While they believe imported products are of better quality, this belief alone won’t make them buy. Brands need to prove their products are worth the higher price.

However, this isn’t the only issue. Many customers are frustrated with high prices, fake products, limited availability, and expensive shipping. All these issues make imported products less attractive. In the end, brands need to prove their quality and make the buying experience easier to compete with local products.

To understand these challenges and find solutions, we conducted research through AskLumia.

Understanding How Young Professionals Choose Personal Care Products

Research doesn’t have to be complicated. With AskLumia, you can quickly understand a topic and get useful insights, for both work and personal interests.

For this research, we started with a simple question: “How do Indonesian young professionals evaluate the value-for-money of imported personal care products?”

Core Research Findings

By combining internal digital personas, past survey data, and external web research, AskLumia uncovered several key insights into how Indonesian young professionals decide to buy imported personal care products.

Indonesian young professionals define value-for-money as a complex balance of efficacy, ingredient quality, and durability, rather than just low price. Internal surveys confirm that product performance is their most critical consideration, a finding reinforced by external studies emphasizing a strong price-quality association.
There is a strong but conditional preference for imported personal care products, which are perceived to have higher quality and superior formulations. However, this preference is weighed against practical barriers, including high prices, concerns about authenticity, and the appeal of local products that offer better affordability and suitability for local conditions.
Digital channels, particularly social media platforms like Instagram and TikTok and e-commerce sites like Shopee and Tokopedia, are central to the consumer journey. Digital persona insights and external web analysis both confirm these platforms are the primary sources for product discovery, research, and purchase, with peer recommendations and influencer content holding significant sway.
Ethical and cultural considerations, such as sustainability, cruelty-free practices, and Halal certification, are increasingly influencing purchasing decisions. This trend is consistently highlighted across internal digital personas, prior survey data, and external market analysis, indicating a shift toward brands that align with personal values.

Actionable Recommendations for Imported Personal Care Product Brands

Based on these findings, AskLumia has developed a set of actionable recommendations. These strategies are designed to help imported personal care brands better align with consumer expectations and overcome key market barriers.

a. Making Product Value Clear and Credible

Develop a “Transparent Value” marketing strategy that shifts the focus from premium branding to proven results and ingredient integrity. This involves creating educational content that clearly explains the science and sourcing behind product formulations, directly addressing the consumer demand for efficacy and transparency found in our internal surveys.

b. Ensuring Authenticity and Availability

Implement a hybrid “Trust and Access” distribution model by establishing official flagship stores on leading e-commerce platforms like Shopee and Tokopedia. This strategy directly counters the widespread consumer concerns about counterfeit products, high shipping costs, and availability, which were prominently noted in our digital persona research.

c. Building Trust with Real User Stories

Launch a targeted digital engagement campaign centered on user-generated content and authentic influencer partnerships. As both internal and external data show, peer recommendations are highly trusted, and leveraging platforms like Instagram and TikTok for genuine reviews can build credibility more effectively than traditional advertising.

d. Aligning with Consumer Values

Incorporate and prominently communicate ethical and locally friendly credentials, such as Halal certification and sustainable sourcing. This move addresses the growing demand for value-aligned purchasing identified across all data sources and provides a key competitive differentiator against both local and other international brands.

Beyond Great Products, What Brands Must Get Right

Understanding your target market is no longer optional in today’s competitive landscape—it’s essential. Young professionals make decisions based on multiple factors beyond price tags. They’re looking for authenticity, convenience, and alignment with personal values.

The real challenge for brands isn’t just having a great product. It’s about communicating value effectively, making buying experiences smooth and trustworthy, and showing up where customers already are. This means mastering digital platforms, being transparent about offerings, and respecting local preferences.

What’s interesting is how digital and physical realities intersect. A product might be excellent, but if customers can’t easily find it, worry about fakes, or face frustrating delivery, quality means nothing. Similarly, a strong social media presence without substance won’t build lasting relationships. Success requires getting all elements right together.

The lessons here apply beyond Indonesia. Consumers everywhere are becoming more discerning, value-conscious, and concerned about whether brands reflect their values. Brands that thrive will listen carefully, adapt quickly, and build genuine trust.

For businesses seeking deep market insights, AI-powered research platform AskLumia combines different data sources into clear, actionable strategies. Whether entering new markets or strengthening existing positions, AskLumia helps businesses make smarter, more confident decisions.

Ready to understand your customers? Explore AskLumia today.