This paper explores opportunities in beauty marketing as increasing numbers of women in Indonesia wear the hijab as a form of expression.
Aldo FajarPT L’OrealDeepak BenganiKadence International
Introduction
Increased adoption of Hijab in Indonesia presents a need and opportunity for beauty-care brands to alter the brand portfolio and communication in order to tap this audience.
This paper explores how hijab has metamorphosed from a symbol of ‘oppression’ to a medium of ‘expression’ and thus bringing in unique consumer needs. On the other hand, it also maps the opportunity of embodying ‘Halal’ in beauty-care branding.
Consumer context
Global adoption of wearing a veil (hijab) gained ground around…
