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Indonesia 2015 | Brand Profiles | 32 | Citra

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.