Adella Nathania Darmansya Primary Author Janet Kurnia Primary Author mixed material bibliography Jakarta LSPR 2022 en English

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Skincare’s growth holds second place in the global beauty industry, with Indonesia holding the highest significance. Gen Z and Millennials play a huge part in Indonesia’s skincare growth, but many of them still lack understanding about the function and ingredients in their skincare products. Moreover, non BPOM certified skincare products are still circulating in the Indonesian market, which can harm at least one individual’s skin and overall health a day. The opportunity is that Indonesian women, especially Gen Z and Millennials’ concern towards skincare ingredients have significantly increased. With this, Skintific as a skincare brand that prioritizes skin safety using smart TTE Technology seeks to educate the public about the safety of skincare ingredients. To do so, Skintific needs a campaign or activity to directly engage with the public while representing its brand image. The campaign aims to activate Skintific’s brand image as a safe and smart skincare brand among Gen Z and Millennials in Jakarta while contributing to the social issue. Departing from this, Smith’s nine steps of strategic public relations along with Grunig and Hunt’s two-way symmetrical model are implemented to plan the #SkinBarrierBuddy brand activation campaign for three months. The campaign is expected to generate acceptance from 50% of the target public in the form of positive attitude and lead through engagement. Eventually, awareness about skincare ingredients safety and Skintific’s safe and smart brand image can further be improved. Public Relations Non Skripsi Grup 2022 Alexander Mamby Aruan, M.Si Adella Nathania Darmansya Janet Kurnia NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.PR.001.22 S101194SP Hanya Tersedia Softcopy. S1.PR.001.22 cover_thesis.jpg.jpg 7085 2023-02-07 09:55:12 2024-10-03 14:09:34 machine generated