Hijabin Indonesian women & beauty: Exploring the untapped branding opportunity under the veil

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


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…

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