Body Care Innovations Tackle Changing Consumer Behaviour

Innovation has become a key factor for brands to stay relevant amid changing consumer behaviour and increasingly competitive markets. Aftermyskin is pursuing innovation with Alpha Arbutin Brightening Soap, emphasising effectiveness as well as practicality in body care. ‘Aftermyskin recognises that consumer behaviour has shifted; buyers are now more critical and aware of their skin needs. Consumers are no longer simply drawn to instant claims, but seek products that deliver real results and feel noticeable on the skin,’ said Andhita Irianto, owner of PT Mega Irianto Indonesia, in a statement on Wednesday 20 May. Aftermyskin, established in 2024, focuses on body care products grounded in tangible results. In its development, the brand concentrates on formulations that work, consistent quality, and transparent communication with consumers. The product is formulated with Alpha Arbutin, known to help brighten skin gradually in a gentler way with less risk of irritation, making it suitable for routine use on body areas. ‘Alpha arbutin was chosen for its ability to brighten skin gradually in a gentler manner, more stable, and with minimal irritation risk,’ she said. This innovation has propelled Aftermyskin to become one of the Top Innovation Choice Award 2026 recipients. The award event, organised by Infobrand.id and Tras N Co Indonesia, honours companies or brands that have delivered product or service innovations that become the consumer’s primary choice. The increasing use of artificial intelligence (AI) and automation is becoming an important factor in retail operations. The growth of housing areas in the Jakarta fringe areas is also reshaping retail landscapes, particularly in electronics and home appliances. The food and beverage industry faces pressure to keep innovating as consumer behaviour becomes more dynamic. In the face of rapid, location-based changes in consumer behaviour, Indonesian companies face new challenges. Learn consumer behaviour! Discover shopping habits, effective marketing strategies, and the secrets to winning customers.