Integrated Communication Strategy for Awareness of Emotional Marketing Campaign for Beauty Brand

  • Kimiko Hikari Zuhria SBM ITB
  • Sudrajati Ratnaningtyas School of Management, Institut Teknologi Bandung


Cosmetic industry considered as fastest growing sectors in Indonesia and will consistently grow in many years ahead. In 2022, with total value growth of around 5%, cosmetics industry in Indonesia benefited from experiencing the post-pandemic lift. Wardah, as the biggest market share in beauty industry, is facing tight competition with other brands, halal proposition that formerly used by Wardah to distinguish the brand from its competitor, become hygiene factor as there are regulation from Indonesian Ministry of Religious Affairs' Halal Product Assurance Organizing Agency that new applications of new cosmetics must be halal. Emotional marketing campaign is one of the way to increase brand awareness as well as strengthen brand power. In 2021 Wardah launched ‘Beauty Moves You’ campaign, with this emotional marketing initiatives, Wardah encourage women to be useful and moves her surroundings. The paper aims to propose a suitable integrated marketing communication for improving campaign awareness. According to the study, integrated marketing communication could help in increasing brand campaign awareness for Wardah.




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How to Cite
ZUHRIA, Kimiko Hikari; RATNANINGTYAS, Sudrajati. Integrated Communication Strategy for Awareness of Emotional Marketing Campaign for Beauty Brand. Asian Journal of Research in Business and Management, [S.l.], v. 5, n. 2, p. 78-90, june 2023. Available at: <>. Date accessed: 19 may 2024.