L’Oréal – Garnier

Case Study

The Garnier Water Gel campaign brought together data, creativity, and consumer empathy to make skincare more accessible to Indonesia’s Gen Z audience. Designed as a value offer activation in collaboration with Indomaret, the campaign combined nationwide scale with intelligent engagement — reaching millions through Grivy, Samsung, and telco partner channels.

But unlike a typical price promotion, it became a conversation about daily self-care and smart choices. From seamless instant coupon delivery to precise in-store alignment and behavioral reminders, every step was crafted to make skincare feel rewarding and personal.

This campaign not only increased sales and awareness but also transformed how Garnier listens, learns, and responds to its consumers’ skincare needs.

+67%

Brand recall uplift — Garnier became the most remembered and preferred moisturizer brand after the campaign.

1.8x

Brand equity growth — stronger emotional connection and advocacy established through personalized and value-led engagement.

+93%

Purchase intent achieved — showing strengthened loyalty and repeat purchase potential among new and existing users.

The Story

From affordability to aspiration — reimagining value in skincare

In a market flooded with promotions, Garnier chose to build connection over competition. The campaign launched a special price offer for Garnier Water Gel 20ml at Indomaret, supported by engaging omnichannel communication via Grivy Wallet, Samsung, and telco platforms. Consumers entered a seamless mobile journey where they could claim a digital coupon instantly and redeem in-store. Behind the simplicity was an intelligent system: instant reminders, auto-recovery of unredeemed codes, and optimized FCM push notifications aligning perfectly with users’ daily routines. The campaign adapted to cultural timing too. During Ramadan and the Mudik period, reminders featured localized messages about traveling and self-care, keeping Garnier relevant during key emotional moments.

The Goal

To build relevance, accessibility, and brand preference among Gen Z consumers.

The mission was clear: make skincare approachable while reinforcing Garnier’s leadership in daily moisturization. The campaign aimed to recruit first-time users, strengthen advocacy among current buyers, and learn from consumer behavior to refine future launches.

The Solution

A connected retail experience that made digital feel personal.

The Result

Turning redemption into reputation.

The Garnier Water Gel campaign went beyond redemption to build real consumer connection. By pairing emotional storytelling with precise targeting, Garnier strengthened its leadership in skincare and deepened trust among Gen Z consumers. Through Grivy’s ecosystem, the brand turned every interaction into insight, proving that beauty marketing can drive both engagement and lasting loyalty.

Stronger category dominance: Garnier became the most recalled and preferred moisturizer brand after the campaign.
Higher advocacy: The campaign boosted emotional resonance and brand satisfaction.
Behavioral insight gained: Garnier learned how consumers shop across days, devices, and stores, fueling smarter targeting.
Brand loyalty reinforced: Water Gel became a trusted part of consumers’ daily skincare routines.
Lasting brand impact: Equity uplift positioned Garnier as both accessible and aspirational — where every coupon became confidence and every redemption a moment of care.

Through Grivy’s ecosystem, Garnier didn’t just drive sales — it built a relationship.Every click became a choice, every coupon became confidence, and every redemption became proof that beauty is better when it feels personal.

The Story

The Goal

The Solution

The Result

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