Citra

Company: Unilever Indonesia Tbk PT

Brand Value: US$255 million

Year on Year Change: -12%

Headquarters: Jakarta, Indonesia

Industry: Personal Care

Year Formed: 1984

The skincare brand Citra offers a broadly affordable range of cleansers, moisturizers and other care products for the face, hands and body. In the past year, new product launches include Nourishing White UV lotion with honey and avocado, Sakura cleansing and moisturizing products, and new pack formats for its Green Tea anti-acne range. Packaging across the Citra range has been revamped, with a more modern feel. Brand communications continue to focus on a young audience, aided by brand ambassador actress Febby Rastanty. As well as promoting Citra specifically, the brand discusses the causes of common problems, such as dry skin. Citra has a strong Facebook presence that helps the brand be part of the digital conversation about skin care and beauty. It also participates in offline events, such as BeautyFest Asia and its own #MakeYourOwnCitra event to develop closer engagement with consumers.