REVEALED: Beauty In The Eyes Of Indonesians

How do you define beauty? Sigma Research, an experienced marketing research consultant company, recently held a research* to seek out the facts. Answers were categorized into three categories; beauty, brain and behavior.


Results showed that 40% defined the beauty of a woman as physical beauty, 14.8% answered personality, 9.5% said a friendly attitude, while a smaller percentage of 6.1% decided that beauty involves intelligence. What part of physical beauty is considered most beautiful, anyway? According to the results, being free of skin problems like acne and blemishes (43,1%) and having fair and flawless skin (41,8%) is most favorable.

beauty def

According to Director of Sigma Research, Nurjannah Andi Lemmung, the society’s perceptions of fair and flawless skin as a barometer for beauty is partly because of the barrage of advertising of cosmetic products that encourage women indirectly to achieve fairer skin to be perceived as more beautiful.

*Research was conducted by Sigma Research on a sample of 1200 respondents during May 2017 in 11 major cities in Indonesia, which are Medan, JABODETABEK, Bandung Semarang, Surabaya, Denpasar and Makassar.

Source: HighEnd Teen

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