Reviewing or reviewing from influencers or other users is one of the main factors that will encourage consumers to buy a makeup product or not.

YouGov's report entitled FromScreen to Shelves: How Content Creators Are Driving Consumer Behavior in the  Makeup Industry, studies consumer behavior in Indonesia, Thailand, and Singapore.

In the report, it can be seen that 54 percent of Indonesian respondents say they trust reviews from fellow users more than the content created by influencers.

Where 62 percent of consumers from high-income circles trust reviews from other users more than influencers, while only 33 percent of lower-income people say the same thing.

In addition, 60 percent of Indonesian consumers say honest reviews are the most convincing form of content in influencing purchase decisions.

"These findings show how the digital behavior of Indonesian consumers has developed uniquely, as well as providing guidance for beauty industry players to design relevant strategies in this area," explained General Manager of YouGov Indonesia, Edward Hutasoit.

In providing a review of a makeup product, the less than 3 minutes long video format is the main choice in the consumption of beauty content, liked by 68 percent of Indonesian respondents.

Meanwhile, content from beauty experts such as makeup artist or dermatologist remains the most trusted source. In Indonesia, 73 percent of respondents admitted that they were more likely to watch content from experts than celebrities or other public figures.

"Although user-made content is more trusted because it is considered authentic and relevant, the role of influencers remains significant in building conversations and presenting more depleted information," he added.

Therefore, Edward added, brands need to combine the two of them to build trust as well as expand their reach.