Neil Gains and Happy Anggraini Festival of NewMR 2016

Do Western beauty brands really understand the needs of Muslim women in SE Asia? Neil Gains & Happy Anggraini, Fes3val of NewMR 2016

Do Western brands understand the needs of Muslim women in SE Asia?

Neil Gains TapestryWorks Happy Anggraini ABN Impact 2 February, 2016

#NewMR 2016 Sponsors


Talking to the implicit brain

EmoJons are felt not thought

Research should be less verbal

We think visually


What is the feeling of beauty?


Using visual cards to map the goals of beauty


Indonesian women desire beauty that

balances the goals of feeling smart and confident, with those of being authen3c (to

yourself, your friends and your role in

society)


“Beauty is from the heart”

(hijab wearer)


“Beauty is freedom. She is beau,ful, but different, because the colour is

different from the other eggs. If everything in the world is the same, then there is no colour” (hijab)

“Beauty is about freedom. Free to do what I want. Not being told what to do. No

regula,ons” (hijab)


“Makeup is one of the supports of

beauty”

(hijab wearer)


“Every woman can be beau3ful, but it’s

not all about makeup”

(no hijab)


“Beauty is taking good care of yourself”

(no hijab)


How are brands talking about beauty in 2015?



Beauty is about (he)art as well as

science

Beauty should be less serious and more fun

Beauty is not just about “me”

Beauty can be enhanced, but it’s not just about physical

appearance

Beauty can be sexy, in the right context



Thank You!


Q & A

Neil Gains TapestryWorks

Happy Anggraini ABN Impact

Sue York NewMR

#NewMR 2016 Sponsors


Neil Gains and Happy Anggraini Festival of NewMR 2016

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