In today’s world, the emphasis on natural beauty has never been stronger, and the concept of bare face beauty—showcasing a makeup-free look—has become a prominent trend. This movement goes beyond cosmetics, highlighting the allure of healthy, well-cared-for skin. The key to achieving a natural, radiant glow is holistic skincare and embracing one’s natural features without heavy makeup. This approach underscores the importance of enhancing beauty from within, leading to a naturally perfect appearance that exudes true confidence.
Olivia Ong, M. Biomed. (AAM), Founder and Medical Director of Jakarta Aesthetic Clinic explained at the launch of Merz Aesthetics’ campaign “Illuminate Your Skin Journey: Discover Belotero Revive” at the Sheraton Grand Gandaria City Hotel on April 22 that Indonesia’s beauty standards are now in line with global trends that prioritize a natural look with minimal effort, also known as skinimalism.
Olivia also highlighted the significant shift in beauty standards in Indonesia, with a greater emphasis on healthy and glowing skin, particularly among Generation Z. This cultural shift, where young people are seeking preventive and rejuvenating treatments – and who start their skincare routines at an early age – reflects a new approach to beauty care in Indonesia.
In response to this growing demand, Merz Aesthetics, a leading global aesthetics company, has introduced treatments supported by an AI-based skin analysis application called ‘Come Closer’. “By offering insights into skin issues and treatment options, ones can design their skincare journeys. This represents a significant step in self-care, marking a new era of proactive beauty maintenance with minimal effort, especially for Gen-Z and Millennials,” said Raymond Ong, Vice President of Association, Merz Aesthetics, Asia Pacific Regional Commercial.
Fifin Marini, President Director of Profira Aesthetic & Anti-Aging Clinic, highlighted the ‘step zero’ concept, which encourages individuals to go completely makeup-free. This not only boosts self-confidence by embracing one’s true self but also saves time and money usually spent on makeup. ‘The bare face beauty concept is heavily influenced by South Korean beauty trends (K-Beauty),’ noted Dr. Lanny, Founder and CEO of Miracle Aesthetic Clinic Group. ‘Approximately 30% of women worldwide look to South Korea for beauty inspiration, and there’s a growing demand for specialized skincare treatments, particularly among Gen-Z and Millennials,’ she added, addressing the global connection in beauty trends.
The emphasis on clean, bright, and healthy skin has become a widely admired beauty standard. This trend includes the use of targeted skincare products like face masks, serums, and treatments for specific skin concerns. The popularity of K-Beauty has indirectly fueled the demand for innovative skincare solutions, such as AI-driven skin analysis and injection treatments offered by Merz Aesthetics through the ‘Come Closer’ app.
As beauty trends evolve, strategic communication is vital to connecting innovative concepts such as bare face beauty with the right audience. With its expertise in communication strategies in the lifestyle and beauty sectors, ID COMM smoothly supported the success of knowledge-sharing and story-telling in events that showcased trends like Belotero Revive. By emphasizing on the values of natural beauty and skin health, ID COMM helps raise public awareness of the latest beauty trends and inspires targeted consumers to adopt a more holistic and sustainable approach for self-care. Collaboration between ID COMM and key players in the beauty industry has considerably contributed to the increasing awareness about the importance of proper skincare and appreciating natural beauty.
Author : Agil Asmoaji
Editor : Yulia Maroe, D. R. Damayanti
