Analyzing Fundamental Factorsof Indonesians’ Skin Color Preference: A Qualitative Approachto Develop Research Framework

Abstract

L’Oreal research results shows that majority Indonesian women believe that they have dark complexion skin and expressed the desires to have brighter one. Support by the fact that whitening products’ sales is growing significantly year to year; it is interesting to analyze the underlying factors that motivate individuals to pursue having brighter skin complexion. Researcher employed Zaltman Metaphor Elicitation Technique as qualitative method revealed that cultural values and some psychological factors have motivated individuals to pursue brighter skin complexion and generated a research framework for afurther quantitative analysis regarding the topic.