Indonesian consumers long associated oil with oily skin, creating a major barrier to specialist skincare oil adoption. Bio-Oil risked being seen as a niche novelty in a market led by conventional moisturizers. To achieve brand positioning and market differentiation, it needed sustained strategic communications and consumer education to evolve from new product to daily skincare essential.

• Executed a decade-long 360° PR strategy using the PESO model, integrating media, influencer, expert, and community engagement.
• Delivered insight-driven storytelling that linked clinical proof with emotional narratives to reshape consumer perception.
• Built a multi-stakeholder ecosystem with dermatologists, influencers, retailers, and communities for sustained engagement.
• Applied the AMEC Framework to guide data-driven decisions and measure impact from visibility to long-term brand equity.

• Secured 1,101 positive media coverages generating IDR 363.6 billion PR value and reaching 8.9 million people over 10 years.
• Achieved 677,273 engagements and 11 million impressions, strengthening visibility and consumer connection.
• Elevated Bio-Oil’s brand reputation from zero awareness to market leader in specialist skincare oil category.
• Earned 13 prestigious beauty and industry awards, including several consumer-voted honors that reinforced Bio-Oil’s authenticity and trust.
• Demonstrated data-driven impact and long-term partnership success, reinforcing ID COMM’s role as a strategic brand advisor.