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...