This Is When Indonesian Women Choose to Buy Beauty Products

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Nabilah Muhamad 04/07/2025 18:55 WIB

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A ZAP Clinic survey reveals that the majority, or 69.8%, of female respondents in Indonesia purchase beauty products only when their usual products run out.

Respondent's Preferred Time for Purchasing Beauty Products (October-December 2023)

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Respondent's Preferred Time for Purchasing Beauty Products (October-December 2023)

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The best time to buy beauty products isn't always the same for every woman in Indonesia.

According to a survey in the ZAP Beauty Index 2024, the majority, or 69.8%, buy when their usual products run out.

Then, 53.1% buy during special promotional days, such as Independence Day, Lebaran, and others.

Some also choose to buy beauty products after payday (33.6%), when their skin is problematic (29.7%), and during live streaming promotions (29.5%).

Furthermore, 22.8% buy beauty products as a self-reward, and 18.8% when browsing e-commerce sites casually.

This survey also found that 71.4% of Indonesian female respondents spend more than Rp300,000 on skincare products per month.

Similarly, 60.1% of respondents allocate a maximum of Rp300,000 per month for makeup.

"This shows that Indonesian women's monthly spending on makeup is less than on skincare," ZAP wrote in the *ZAP Beauty Index 2024* report.

The survey by ZAP Clinic and MarkPlus, Inc. was conducted on approximately 9,000 female respondents aged 15-65. Respondents were spread across Jakarta, West Java, Banten, East Java, Central Java, North Sumatra, Yogyakarta, East Kalimantan, Bali, South Sulawesi, South Kalimantan, Lampung, and Maluku.

Data collection was conducted online in October-December 2023.

Editor : Erlina Fury Santika

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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