Extica Cosmetics is an Indonesian local beauty brand that has been established since 2017. Their product varies from decorative makeup, skin care products, and personal care. Unfortunately, Extica Cosmetics has never had an integrated communication plan and never held a formal grand launching event for their products. Therefore, the awareness of the product and engagement of the brand hasn’t been able to reach its maximum potential. This time around, Extica Cosmetics has created a new product called R.P.G (Ready, Pout, Go!) in collaboration with Janine Intansari, who is a famous Indonesian beauty influencer. In the production of this work, the conceptors designed a program called "Mind Ready, Lip Set, Go!”. This event’s objective is to gain product awareness of R.P.G (Ready, Pout, Go!) with personality development, sales promotion, and special event as a strategy. The steps that the conceptors used in this program are Nine Steps of Strategic Public Relations by Ronald D. Smith, and the theory used is the Shannon-Weaver Model of Communication Process and AISAS Model. It is expected that through this program, besides gaining awareness of the new product, people are more aware of the importance of personality development and having a good personality in society.
Kata Kunci: local cosmetic brand, nine steps of strategic public relations,shannon-weaver model of communication process, AISAS model, product launching, personality development.