HOW TO PROMOTE NATURAL & CULTURAL
WEALTH OF INDONESIA IN TODAY'S LIFESTYLE?
PROJECT IN 2012:
Mustika Ratu Hair Care series, made from indigenous natural ingredients (coconut based).
While chemical based hair care products were dominating the market, Mustika Ratu as country's pride cosmetic brand, wanted to generate trials upon new younger generation by making them believe more in original natural recipe and proud of true Indonesian heritage.
• Proven by generations, we conveyed the goodness
of coconut ingredient through the representation of
Indonesia's national anthem, Rayuan Pulau Kelapa.
Further actions were taken by contributing
our gratitude to the inherited family of the
song's composer, Ismail Marzuki.
• This big idea was translated into an intimate
bonding of mother-daughter relationship
in taking care of their beautiful hair.
Razhmi Aziah (left) the daughter of the late Ismail Marzuki with Marketing Director, Dwi Putri Yanthi (right) from PT. Mustika Ratu, Tbk.
Representative from PT. Mustika Ratu, Tbk with Rachmi Aziah