Henkel targets Indonesian hair care market

By Simon Pitman

- Last updated on GMT

Related tags Hair care Indonesia

Henkel is targeting the expansion of its footprint in the Indonesian market with the launch a complete range of products under the Japanese professional hair care brand Syoss, that targets the mass market.

The company claims that the brand will be the first and only range of hair care in Indonesia to provide a salon hair care range for at home, everyday use, in a range that will include hair treatments, styling products or beautiful hair color.

The launch underlines the growing importance of the huge Indonesian market, stressing the fact that consumer spending power is on the up, as well as the fact that the hair care consumers are looking for increasingly sophisticated and high quality products.

Syoss brings salon hair care to the home

Under the Henkel Beauty Care Indonesia name, the Syoss retail brand at an event in Pintu Satu Senayan, Jakarta, last week, under the tagline  "Japanese Professional Hair Solution at an Affordable Price".

"Established in Japan years ago, SYOSS has grown to become a renowned hair beauty brand popular among the Japanese for its excellent quality and easy affordability,"​ Ben Ho, General Manager of Henkel Beauty Care in Indonesia, said.

"It is now also a strong global brand with a presence in more than 50 countries worldwide. We are introducing Syoss to the Indonesian market to enable consumers here to enjoy professional hair salon results conveniently at home."

L’Oréal targets Indonesia

Back in November, cosmetics maker L’Oréal announced it was investing €100 million ($128 million) in its largest factory in the world in Indonesia as it continues to meet its objective of reaching one billion new consumers by expandin in emerging markets.

The new 66,000 meter squared building is located at the Jababeka Industrial Estate, West Java, Indonesia, around 60 kilometers east of the country’s capital, Jakarta, and will serve as the production hub for the South-East Asian region.

The new plant will manufacture hair and skin care products for the mass market brands, L’Oréal Paris and Garnier; with 30 percent of the production catering to the domestic market while 70 percent will be distributed to all other countries in the South-East Asian region.

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