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Between January and July 2026, the OOH (Out-of-Home) advertising landscape for the beauty sector in Jabodetabek demonstrated a highly competitive yet distributed market structure, with no single player holding a monopoly. Wardah emerged as the top spender with 8 ads, closely followed by ERHA at 6 ads, while Implora and Kahf each secured 4 ads. Other notable brands including Somethinc, Make Over, and Laneige maintained 3 ads each, alongside Porassa and Bio-Oil with 2 ads, and Skin Aqua with 1 ad. Monthly activity levels steadily escalated through the first half of the year, starting at 4 ads each in January and February, expanding to 7 in March, 6 in April, and 7 in May, before reaching a major mid-year peak of 10 ads in June driven by mid-year promotional campaigns and high consumer mobility.
The geographical placement of these displays highlights a massive concentration in high-value central districts, with 81.4% of total advertising activity focused in Jakarta Pusat and Jakarta Selatan. Jakarta Pusat led the market with 20 ads (46.51% share) split evenly between 10 billboards and 10 videotrons, while Jakarta Selatan accounted for 15 ads (34.88% share) composed of 10 billboards and 5 videotrons. Satellite and secondary areas recorded minimal footprint, with Jakarta Utara securing 4 ads (2 billboards and 2 videotrons), alongside single ad placements across Bekasi, Bogor, Depok, and Jakarta Barat. This strategic focus on premier business hubs and high-density commute routes reflects a deliberate effort by beauty brands to leverage real-world scale, daily repetition, and public visibility to establish brand authority alongside digital platforms like TikTok.