Company: Unilever Indonesia Tbk PT
Brand value: US$279 million
Headquarter city: Jakarta
Industry: Personal care
Year formed: 1984
Natural skincare brand goes digital with online advice centre
Citra is a long-standing brand in the Indonesian market, offering cleansers, moisturisers and other face, hand, and body products. Communications tend to focus on Citra’s natural ingredients, such as orchid and Japanese rice, and on helping women achieve fairer skin tones. The brand is inexpensive, so tends to appeal to lower-income earners. Citra uses a lot of below-the-line marketing, particularly digital, and recent activities include the “Citra Berani Natural Selfie Competition”. This year, the brand has invested heavily in digital advertising to promote its online advice platform Rumah Cantik Citra, a centre where consumers can pick up tips and tricks on skincare, and where the attributes of different Citra products are explained. New product innovations in the past year include the launch of moisturiser variants containing pink orchid and wakame seaweed. Citra is owned by Unilever Indonesia.