LIDARAHMAWATI, Tiakarina Syakira (2025) GENDER-NEUTRAL MARKETING IN COSMETICS FROM THE PERSPECTIVE OF JAPANESE AND INDONESIAN CONSUMERS. Undergraduate thesis, UNDIP : Fakultas Ekonomika dan Bisnis.

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Abstract

This study offers a comparative analysis of Japan’s and Indonesia’s
approaches to gendered and gender-neutral marketing in the cosmetics industry,
focusing on young adults’ experiences, perceptions, and behaviors. While Japan
demonstrates a higher acceptance of gender-neutral cosmetic products—driven by
flexible gender norms and extensive media exposure—Indonesia remains more
anchored in traditional gender roles and religious values, where gender-specific
marketing predominates. To assess the acceptance of gender-neutral marketing
within Indonesia’s cosmetics industry, this study also examines the underlying
social and cultural factors.
Employing a qualitative methodology, semi-structured interviews were
conducted to gather rich, firsthand insights into consumers’ experiences,
perceptions, and behaviors, as well as the factors that encourage or hinder the
acceptance of gendered and gender-neutral marketing strategies.
The findings reveal that gender in cosmetics is a socially constructed and
culturally contingent concept, highlighting both the challenges and opportunities
for gender-neutral marketing in differing cultural contexts

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