Company:UnileverIndonesiaTbkPT Brand value: US$267 million Year on year change: -4% Headquarter city:Jakarta Industry:Personal care Year formed:1984
Citra is a long-standing skincare brand in the Indonesian market, offering cleansers, moisturisers and other face, hand and body products. Brand communications tend to focus on Citra’s natural ingredients, such as green tea, orchid and Japanese rice, and on helping women achieve fairer skin tones. The brand is inexpensive, so tends to appeal to lower-income earners. In the past year, Citra supported the launch of a new Indonesian film, called Surga Yang Dirindukan, which featured its brand ambassador Laudya Cynthia Bella. The brand is highly active online, running a digital advice center for consumers, called Rumah Cantik Citra, where consumers can pick up tips and tricks on skin care, and where the attributes of different Citra products are explained. Citra invests in social media, with a strong Facebook presence that helps the brand be part of the digital conversation about skin care and beauty. Citra is owned by Unilever Indonesia, which is traded on the Indonesia Stock Exchange.