The campaign integrated Product Launching with a strategic Media Relations approach to ensure that Ginza Beauty’s brand story, product innovations, and key messages reached the media and, ultimately, a wider audience. The strategy focused on introducing Ginza Beauty as the latest innovation from PT Aroma Prima Livindo and positioning it as a new player in the skincare industry. Beyond product features, the communication also highlighted the philosophy behind “MakZimalkan Dirimu,” encouraging consumers to become more confident, positive, and empowered to maximize their potential. Media engagement was leveraged as a strategic channel to strengthen credibility and communicate Ginza Beauty’s story, innovations, and ambition to compete in the beauty market.

The Ginza Beauty Media Relations Program was held on February 23, 2023, in Jakarta, as part of the launch of PT Aroma Prima Livindo’s latest skincare innovation. The program focused on engaging directly with media representatives, building relationships with key media stakeholders, and introducing Ginza Beauty’s brand background, positioning, philosophy, product innovations, and key benefits. The communication also emphasized Ginza Beauty’s readiness to enter the competitive beauty market while encouraging Indonesian women to become more confident through the spirit of “MakZimalkan Dirimu.”

To support the communication strategy, a comprehensive press release was distributed to provide media with clear and structured information as well as compelling storytelling angles around the brand and its products. The launch introduced a range of skincare innovations, including cleansing oil with Vegan Ceramide, micellar water, brightening and hydrating series, an acne care series, and a decorative lip care product. Following the launch, media coverage was continuously monitored and evaluated based on the number of publications, sentiment, perception index, and the overall PR value generated.