Garnier: #GreenBeauty

Garnier, a beauty product brand, launched a campaign in Indonesia to highlight its brand purpose to protect the environment and reduce plastic consumption.

Campaign details

Brand: KIEHL'SLead Agency: PT. L'OREAL INDONESIARegion: APAC

Strategy

Objective

Compared with general cosmetic products, the market share of green cosmetic products in Indonesia remains relatively low. The intent to purchase was clearly there, as one study indicated that nearly 63% of consumers had the intent to buy green skincare products. A lot of brands, especially beauty brands, began talking about being environmentally friendly.

But Garnier is not just a green brand. It is a brand whose purpose is to make everything related to beauty green, from how it sourced its ingredients to how...

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