Report date: November 2013

Creator: Nusaresearch team

REPORT ON FEMALE HAIR

TREATMENTResearch time: 24th – 28th October 2013

Based on Nusaresearch’s panellist

A. Executive Summary

[1] For Indonesia women, hair is part of body that they care most, account for 95.8%

More than 90% of the surveyed respondents care about their hair. The following parts that they cared are face

with 81.8% and body skin with 69.7%. Then, surprisingly there is only 38.5% of the respondents who cares

with bodyline.

[2] Dandruff is mostly fear of hair’s issue, followed by hair-loss and itchy scalp

There are 62.1% of 478 surveyed people chosen dandruff as the mostly fear of hair issue. The following are hair

loss and itchy scalp with 58.4% and 46.2% respectively.

[3] Most of respondents done conventional and home treatment, i.e. not rub on excessive and

no using hairdryer anymore, with 54.0% and 49.2%

The graphic below give information about cream-bath regularly at saloon is the most favorite and frequently

treatment done at saloon, respectively account for 41.8%.

A. Executive Summary (2)

[4] Dove and Pantene are 2 competing brands of shampoo category in Indonesian market

• Dove has good image and as aspirational brand, as 1st rank as well-known brand (81.9%), attractive brand

(36.3%) and will use in the future (25.6%). However, only get 4th rank ever-used (55.8%) and 3rd rank

currently use (19.3%).

• Altough Pantene got 3rd rank in brand awareness (76.0%), 2nd in atrractive (33.7%) and will use in the future

(23.1%), BUT 1st rank in ever-used (77.2%) and currently use (30.5%). It means, the product image as good as

well the image.

[5] Good quality (for hair treatment and scalp) is voted as the most important factor of

consideration when choosing shampoo product, account for 67.9% and 60.2%

• Only few respondents who select recommendation from others (i.e. sales promotion and shop keeper) as the

important factors when choose the shampoo product, account for 2.3% and 2.6%.

B. Research Information

Research method : Quantitative research (Online survey)

Timing : 24th – 28th October 2013

Sample size : 478

Research area : Nationwide (Indonesia)

Target : Female, aged 17 years old – above 35 years old

Monthly household expense above IDR 2.000.000

Research objectives : Understand about hair treatment amongts female target

in Indonesia

Sampling method : Internet sampling (Nusaresearch panel)

C. Respondent Profile

Based n=478

9.0

23.9

30.5

36.6

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0

17 - 22 years old

23 - 28 years old

29 - 34 years old

Above 35 years old

Age

0.8

3.8

22.3

30.8

42.3

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0

Above Rp 20.000.000

Rp. 10.000.001 - Rp. 20.000.000

Rp. 5.000.001 - Rp. 10.000.000

Rp. 3.000.001 - Rp. 5.000.000

Rp. 2.000.001 - Rp. 3.000.000

Monthly Household Expense

Unit %

Unit %

D. Research findings

Part 1: Hair treatment behaviour

Part 2: Brand Awareness of shampoo

Q.1: Talking about your body, which part of your body that you care? [MA] Based n=478

1. Body care behavior

More than 90% of the surveyed respondents are cares to their hair. The following parts that their cared are face with

81.8% and body skin with 69.7%. Then, the surprisingly only 38.5% of the respondents who cares with bodyline.

For Indonesia women, hair is the part of body that they mostly cares, account for 95.8%

95.8

81.8

69.7

52.5

38.5

0.80.0

20.0

40.0

60.0

80.0

100.0

120.0

Hair Face skin Body skin Scalp Bodyline Others

[Figure 1] Body care behaviour

Unit %

Q.2: What kind of thing of a your scalp or hair does it worry now? [MA] Based n=478

1. Hair issue

There are 62.1% of 478 surveyed people choosen dandruff as the mostly fear of hair issue. The following are hair loss

and itchy scalp with 58.4% and 46.2% respectively.

Dandruff is mostly fear of hair’s issue, continuing with hair-loss and itchy scalp

62.158.4

46.2

38.5

30.526.6 25.5 24.5 23.6

20.9

14.2 13.810.7 9.8 8.6

0.60.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

[Figure 2] Hair issue

Unit %

2.70.4

10.311.1

12.112.312.3

13.014.6

18.220.3

22.223.824.1

27.227.4

30.141.841.8

43.344.8

46.449.2

54.0

0.0 10.0 20.0 30.0 40.0 50.0 60.0

OthersNo one above treatment at home

No one above traetment at saloonI'm only hairspa at saloon when my hair is damaged

I use conditioner at home only when my hair is damagedI use hair tonic at saloon only when my hair is damagedI use hair tonic at home only when my hair is damaged

I regularly hairspa at saloonI use hair vitamin at home only when my hair is damaged

I use hair vitamin at saloon only when my hair is damagedI regularly use hair tonic at saloon

I'm only creambath at saloon when my hair is damagedDoing traditional treatment at home

I regularly use hair tonic at homeI regularly use hair vitamin at saloon

Reduce of using hairbrush electricity (smooting)I regularly use hair vitamin at home

I regularly creambath at saloonI regularly use conditioner at home

I do a scalp massage by myselfI do not rub on excessive hair to the towel

I do not sleep hair is still wetNo use hair dryer anymore

I do not rub on excessive brushing hair

[Figure 3] Hair treatment

Q.3: Talk about your hair, what are the things you do to take care of your scalp or hair? [MA] Based n=478

1. Hair treatment

The graphic below give information about cream-bath regularly at saloon is the most favorite and frequently treatment

done at saloon, respectively account for 41.8%.

Most of respondents done conventional and home treatment, i.e. not rub on excessive and no

using hairdryer anymore, with 54.0% and 49.2%

Unit %

D. Research findings

Part 1: Hair treatment behaviour

Part 2: Top 5 brands and factor of consideration

2. Top 5 brands

Q.4a: Among the list brands of shampoo, which one do you aware? [MA] Based n=478

Q.4b: Among the list brands of shampoo, which one do you ever-used? [MA] Based n=478

Q.4c: Among the list brands of shampoo, which one do you currently use? [MA] Based n=478

Q.4d: Among the list brands of shampoo, which one do you interest? [MA] Based n=478

Q.4e: Among the list brands of shampoo, which one do you will use in the future? [MA] Based n=478

Dove and Pantene are 2 competing brands of shampoo category in Indonesian market

The figure below shows that the most popular shampoo brand in Indonesia is Dove where there are 81.9% respondents aware of this brand.

However, in contrast, there is only 55.8% who have ever used Dove in the past. Meanwhile, there are 77.2% respondents who have ever used

Pantene before, however there are only 30.5% who are currently using this brand.

In term of its attractiveness, there is a slight difference where most of the respondents chose Dove as the most attractive shampoo brand,

followed by Pantene, which account for 36.3% and 33.7% respectively. The same trend can also be seen in its possibility to be used in the

future, where there are 25.6% of respondents who admitted that they are most likely to use Dove in the future compared to 23.1% of

respondents who are most likely to use Pantene in the future.

Unit %

Dove Pantene Clear Rejoice Sunsilk

Aware 81.9 76.0 76.3 74.2 75.6

Ever-used 55.8 77.2 66.5 54.4 71.9

Currently used 19.3 30.5 21.2 11.7 16.8

Attractive 36.3 33.7 22.0 13.6 22.0

Will use in the future 25.6 23.1 15.4 8.2 10.0

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

[Figure 4] Top 5 brands

3.5

0.9

2.3

2.6

5.6

6.7

7.2

7.7

10.9

15.6

18.4

25.1

37.4

46.0

60.2

67.9

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0

Others

'I don’t have the reason

Recommendation from sales promotion

Recommendation from shop keeper

Recommendation from friends/lover

Look at the reviews and rumors on the Internet

The promo activation

Recommendation from beautician

Cool pack design

Recommendation from family

Cool campaign

Brand

Reasonable price

Good fragrance

Good quality for scalp

Good quality for hair treatment

[Figure 5] Factors of consideration

Q.5: Why do you choose the brand that currently use? [MA] Based n=478

2. Factors of consideration

Only few respondents who select recommendation from others (i.e. sales promotion and shop keeper) as the important

factors when choose the shampoo product, account for 2.3% and 2.6%.

Good quality (for hair treatment and scalp) is voted as the most important factor of

consideration when choosing shampoo product, account for 67.9% and 60.2%

Unit %

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managed over 57,000 members panel with various segmentations across Indonesia.

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