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).

 

CHALLENGE:

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.

 

TRANSFORMATION:

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.