Connecting with Muslim modest fashion and beauty consumers in Indonesia

Indonesia is the largest halal consumer market in the world and McCann Indonesia’s Imperia Oktabrinda (Pimpim) says it is essential that multicultural marketing efforts in the Muslim beauty and fashion category understand what is and what isn’t permitted in Islam.

This article is part of a Spotlight series on multicultural marketing in Southeast Asia. Read more

Indonesia is home to an Islamic economydriven by the largest global Muslim population of 229.6 million people. In 2020, US$184 billion was spent domestically...

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