Visiting beauty salon may be an interesting activity to get your day refreshed. Undeniable, self-pampering in beauty salon become one of the most interesting activity especially for Indonesian women after being busy. Some women even find it as the quality time they have with themselves. We conducted a survey to better understand Indonesian women beauty salon habit. The survey was participated by 223 Indonesian women from nationwide. Random sampling was chosen as the sampling method with 95% level of confidence level.
Pampering herself in beauty salon might be a favourite thing to do for most Indonesian women. However, the frequency of most women in visiting the beauty salon was remaining low. They never really regularly scheduled a specific time to visit beauty salon. Most of them visit the beauty salon in less than once a month. Interestingly, comparing every age group among respondents, we found that the 20-29 years old women were more likely to visit beauty salon more often than other groups.
As the beauty industry become very competitive, we can easily spot number of beauty salon that offers similar treatment in competitive price. Luckily, 67% women said that they already had their own favourite beauty salon and they always go there for having treatment. Closely looking at the data found in the survey, we found interesting finding of the 20-25 years old. Compared to other age groups, this group were more likely to try other beauty salon even though they already have their favourite one.
We then asked our respondents about their favourite treatment in beauty salon. Among all the treatments available, there were five most favourite treatments mentioned. In general, their favourite treatments are related to hair and body treatments. In specific, the five most favourite treatments were haircut, cream bath/hair spa, blow dry, body spa, and massage.
As hair cut was mentioned by most favourite treatment in beauty salon, we asked their frequency of having their hair cut by hairdresser. Interestingly, we found that there were different answers by women in different age group. The 16-19 years old women were the most frequent segment of hair cutting. They were more likely to try new looks by cutting their hair less than once a month. In other hand, the older segment was more likely to cut their hair once in more than four months.
We then move further in detail about their frequency of having hair and body treatments. Most of them had the treatments about once in less than one to two months. Regarding the time of visiting, they considered weekend as the most favourite time to pamper their selves.
As pampering requires a lot of time, we asked our respondents about their activities during treatment. Three most mentioned answers were gathered. Most of them access their smartphone/tablet during treatments. Some others prefer reading magazine and have some chats with the beauty therapist.
Concerning the rough competition among beauty salon, we asked about the attractive factors that lead women to go to a particular beauty salon. We found six answers from them. The most important factor was the price. They were more likely visiting beauty salon if it offers affordable price. Besides that, comfortable facilities and hairdresser’s expertise were also mentioned. At last, fewer women said that the queue, friendliness of the beautician, and the location as important considerations.
Since price were mentioned as the most important factor for women in choosing beauty salon, we asked them about the average spending each time they visit beauty salon. The 16-19 years old said that they averagely spend less than IDR 150K/visit. Different answer was mentioned by the 20-29 years old who spend averagely IDR 50-150K/visit. Moreover, we asked about their companion when visiting beauty salon. The 16-19 years old were more likely to go with their family member, while the 20-25 years old were more likely to go with their friends. In other hand, the 26-35 years old were more likely to visit beauty salon with no one but themselves.
At last, we intent to see women’s willingness of buying and trying new offers they got in beauty salon. Interestingly, women were more likely to buy suggested products from beauticians such as hair tonic, hair serum, and else. They were also willing to try new treatment programs as offered by their favourite beauty salon.
For more detail you can download XLS report at the button below (bahasa). JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.
You can also download PDF here: