This thesis provides complete explanation of hair coloring industry current condition in the world and sees the opportunity for market in Indonesia by seeing its consumer behavior and perception about it. It will also provide information of how the process of new product trial and its response on existing market. The research shows that the process of new product trial might take some time for the consumer to adapt, since its still new and need enhancement of product knowledge to make it more consumer-friendly. Indonesia is a vast country comprising many islands with a lot of business opportunity that can be explored, especially towards its consumer buying behavior. In this era of Globalization, foreign brands have been doing their business and established their brands there. Therefore until now there are still new companies want to invest in Indonesia for strengthen their position and expand their market to Asia market. Focusing on expanding market, it also can be applied to German hair product company BERRYWELL®. BERRYWELL® is brand of TITANIA Fabrik GmbH, a company with its headquarter in Wülfrath, Germany. They have been actively on international body care market during the last 60 years and now have manage their business over 114 countries. By seeing opportunity that BERRYWELL® has from its product, it’s match with the behavior which still applied in Indonesia, that is it’s perception that European product have its special place on consumer mind, which is high quality and first class exclusive product. With product trial on selected samples located in two representative city in Indonesia (Jakarta & Bandung) it will discover how consumer perception towards BERRYWELL® product which can gain useful information for their future research and development especially knowing as well that there are already existing foreign competitor brand such as Loreal, Shiseido, and etc.