viva cosmetics ba campaign

BACKGROUND

For more than six decades, Viva Cosmetics has stood as one of Indonesia's most iconic beauty brands, proudly carrying the distinction of being among the first locally-made cosmetics brands since 1962. With a rich heritage and an extensive portfolio spanning thousands of products across multiple beauty categories, Viva has earned strong brand recognition among generations of Indonesian consumers.

As the beauty landscape evolves, the key challenge is to strengthen Viva's relevance among younger audiences, particularly Gen Z, who seek brands that are authentic, culturally connected, and reflective of their lifestyle.

CHALLENGE

The Indonesian beauty industry has become increasingly competitive, with new local and global cosmetic brands continuously entering the market and competing for consumer attention. Viva faces the challenge of standing out in a highly disrupted landscape while rebuilding its relevance for a new generation of consumers.

WHAT WE DID?

We did a brand revitalization strategy anchored by building a strong and culturally relevant Indonesian brand ambassador, Shenina Cinnamon. By leveraging her influence, authenticity, and strong connection with Gen Z and young millennials, Viva can refresh its brand perception, increase cultural relevance, and create meaningful engagement with younger consumers. This approach allows Viva to bridge its legacy as a trusted Indonesian beauty brand with modern beauty aspirations, ultimately driving brand consideration, consumer preference, and renewed market momentum.