Glow Naturally: How Citra Redefined the Thai Fair Skin Ideal

This case study explains how Citra, a skin whitening body lotion brand owned by Unilever, regained brand equity in Thailand by focussing on 'natural' attributes.

Glow Naturally: How Citra Redefined the Thai Fair Skin Ideal

Ethel Sanchez and Allan Fraser-Rush

Campaign details

Brand owner: UnileverLead agency: Lowe & Partners SingaporeContributing agency: Lowe & Partners BangkokBrand: CitraCountry: ThailandIndustry Skin care, sun protectionChannels used: Content marketing, Magazines - consumer, Online video, TelevisionMedia budget: Up to 500k

Executive summary

This case study describes how Citra, consumer giant Unilever's natural hand and body lotion for whitening, was losing market share in Thailand throughout 2012. Users were switching to Nivea or out of the category...

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