Abstract:

Hijab adoption was on the rise in Indonesia with several women (across age groups) dawning the veil. With this change in dynamics, it was important understand if there was a need for PT L'Oreal to alter the brand portfolio or communicate differently. This paper explores how the hijab has moved from a symbol of 'oppression' in the past to a strong medium of expression. It explores the opportunity that the hijab and halal provide to brands in the space of beauty, as the hijab has become a social currency in terms of a fashion accessory and halal will cerainly become one too. In this scenario, brands need to be prepared in order to meet both these changes as they might present an important inflection for the beauty category.