Integrated Communication Strategy for Awareness of Emotional Marketing Campaign for Beauty Brand

Cosmetic industry considered as fastest growing sectors in Indonesia and will consistently grow many years ahead. In 2022, with total value growth of around 5%, cosmetics benefited from experiencing the post-pandemic lift. Wardah, biggest market share beauty industry, is facing tight competition other brands, halal proposition that formerly used by Wardah to distinguish brand its competitor, become hygiene factor there are regulation Indonesian Ministry Religious Affairs' Halal Product Assurance Organizing Agency new applications must be halal. Emotional marketing campaign one way increase awareness well strengthen power. 2021 launched ‘Beauty Moves You’ campaign, this emotional initiatives, encourage women useful moves her surroundings. The paper aims propose a suitable integrated communication for improving awareness. According study, could help increasing Wardah.