MARKET ANALYSIS AND SEGMENTATION OF ANTIOXIDANT COSMETICS CONTAINING INDONESIAN NATURAL INGREDIENTS

• Main Author: Elmund, Beatrice
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76582
• Institution: Institut Teknologi Bandung

Producers, especially local producers, have to understand the needs and preferences of Indonesian consumers for skincare products to develop new products that have added value and meet consumer expectations. This study aims to determine the habits, preferences, and knowledge of the customers regarding skincare products, especially antioxidant skincare products based on natural ingredients in Indonesia. This research is a cross-sectional observational study. Data was obtained by distributing a validated survei online to women aged 15-35 years who live in Java, Indonesia. The data obtained were statistically processed using the Spearman correlation and Kruskal-Wallis methods. A total of 387 respondents completed the survei, of which 98,7% had used skincare before. The most common types of skincare used by respondents were hydrating skincare, brightening skincare, and anti-acne skincare, respectively. The majority of respondents were concerned with the efficacy of a product where 88,11% of respondents studied the efficacy prior to buying a product. 55,30% respondents were very interested in using antioxidant skincare based on Indonesian natural ingredients which wassignificantly influenced by respondents' knowledge about the function of antioxidants and natural ingredients that have antioxidant effects. But unfortunately, 24,81% of respondents still did not consider the use of Indonesian natural ingredients in skincare products important. It can be concluded that most respondents had used skincare and had a high interest in antioxidant skincare with Indonesian natural ingredients, but education and promotion about the benefits of Indonesian natural ingredients in skincare still need to be done.