COMPANY Unilever Indonesia Tbk PT
BRAND VALUE US $271 million
YEAR ON YEAR CHANGE 2%
INDUSTRY Personal Care
YEAR FORMED 1984
The skincare brand Citra offers a range of cleansers, moisturizers and other care products for the face, hands and body. It is priced to appeal to lower-income earners, and in its communications highlights the natural origins of its ingredients by showing them either growing or being harvested and processed by Citra. Recent campaigns have focused on the
Citra Pearly White and Citra Natural White hand and body lotions, and the brand’s most recent innovation, the Citra scrub. Two TV ads have been used to support the scrub, one featuring gentle imagery highlighting Indonesia’s tradition of scrubbing, and one that is more fast-paced and focuses on traditional dangdut music and dance. Citra is always linked to an aspect of local culture and promotes Indonesian beauty. A former winner of the Puteri Indonesia pageant, the local edition of the Miss Universe competition, Zivanna Letisha, was part of launch events for the scrub; Citra’s brand ambassador for the broader range is Laudya Chintya Bella, a pop singer and soap opera star. Citra has 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.