Emina is a playful Indonesian beauty brand offering affordable, gentle skincare and makeup products specially formulated for teenage skin and young adults.
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See all ads on AdLibrary →Emina Cosmetics is a Jakarta-based beauty brand launched in 2015 by PT Paragon Technology and Innovation — the group behind Wardah and Make Over. Designed as a 'beauty bestie' for Indonesian teens, Emina offers pastel-packaged, gentle-formula cosmetics and skincare at pocket-friendly prices, distributed widely across e-commerce and offline retail.
Emina leans into micro-influencer seeding on TikTok and Instagram Reels, partnering with creators who authentically reflect the teenage lifestyle. Campaigns emphasise fun, self-expression, and skincare education — a combination that drives high engagement with budget-conscious Gen Z shoppers. Explore Emina's live ad creatives at AdLibrary.
On Instagram, Emina maintains a pastel-aesthetic feed packed with tutorial Reels and before-and-after skin content. Facebook ads target parents alongside teens, using carousel formats to showcase product ranges. Shopee and Tokopedia native ads complement the social strategy with flash-sale creatives during Harbolnas.
Copy leans on Bahasa Indonesia slang and playful language ('bestie', 'glowing vibes'), with short punchy headlines. Product demos dominate creative formats. Seasonal campaigns tied to school events and Lebaran drive spikes in ad volume.
Emina demonstrates how a corporate-backed brand can maintain authentic Gen Z credibility through consistent micro-influencer partnerships rather than celebrity endorsements. Their pastel visual identity doubles as organic social content — every unboxing is shareable. The lesson: design the product so the packaging is the campaign.
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