Unilever Indonesia has launched the Pureline Hijab Fresh body moisturizer into the Indonesian market as a follow up product to the successful launch of the Sunsilk Hijab Recharge shampoo introduced to market last year, according to a report by Nikkei.
The moisturizer is targeted specifically at hijab-wearing Muslim women, whom are said to make up 68 percent of sales of FMCG products in the country, with the large consumer group said to have ‘unmet needs’.
Adapting to the specific consumer group, the halal-certified moisturizer has an instant cooling agent that is instantly absorbed into the skin, which will no doubt be welcomed by wearers of the full-body garment. The product also has a UV screen and whitening agents.
The decision to adapt its product portfolio to cater specifically to regional consumers comes at the right time, with Muslim women in the region growing to almost 20 million – a figure that is said to grow.
Ira Noviarti, Unilever Indonesia Vice President for personal care said, “But existing products cannot meet their needs Consumer goods companies like Unilever Indonesia must see to these women’s needs.”