Emina Cosmetics: AR Boosts brand awareness and makes shopping for emina poppin’ matte loads more fun

Emina Cosmetics, a makeup brand, launched a campaign in Indonesia to increase market share, engagement and awareness, strengthen the brand's standing, and reach 15 million teens digitally.

Campaign details

Brand: Emina CosmeticsAgency: VizeumRegion: APAC

Strategy

Objective

Enjoying top-of-mind recall for being the first cosmetics product suitable for teenagers, Indonesian makeup brand Emina leads in advocating new products and marketing formats teens enjoy.

Last October, Emina once again lived up to its reputation for innovation with its new lipstick line: Emina Poppin' Matte, which came in five retro-inspired colors and is stain- and transfer-proof — perfect during these mask-wearing times.

But the market response was lackluster. Unlike skincare products, where purchase decisions are often motivated by glowing reviews and influencers, young beauty enthusiasts...

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