CLIENT

Flavettes Glamz 

 

Challenge

The Raya season in Malaysia is a peak period for beauty and skincare. As consumers seek to look and feel their best, the market becomes a battleground of skincare and cosmetic brands competing for attention.

Flavettes Nutriskin, a trusted name in consumer healthcare, had expanded into the beauty space with Flavettes Glamz— an effervescent Vitamin C formulated to support beauty from within.

Yet, in a season dominated by surface-level beauty solutions, Flavettes needed to do more than just stand out. It needed to spark a mindset shift—positioning inner wellness as the foundation of true radiance.

The goal was clear: make Flavettes Glamz a daily essential for the beauty-conscious Malaysians, empowering them to glow confidently from the inside out.

 

Solution

✨ A Story of Inner Beauty Told Through Dian Zara

To bring its message to life, Flavettes Glamz turned to the power of storytelling—seeking a narrative that could embody its promise of transformation from within.

That story came to life in Astro’s MegaDrama Raya title – Takdir Itu Milik Aku, a beloved adaptation from hitmaker novelist Siti Rosmizah. At its heart was Dian Zara, a character whose journey from quiet and naïve to strong and confident mirrored the essence of Flavettes Glamz.

Anchored by the empowering mantra #GlamzUp, we embedded Flavettes Glamz seamlessly into Dian Zara’s transformation – appearing naturally in her daily routines, moments of reflection, and pivotal turning points. More than a product, Flavettes Glamz became her trusted companion, quietly supporting her growth.

Her transformation turned the drama into a showcase of Flavettes Glamz’s promise, showing that real beauty and confidence flow from within. Through her story, Dian Zara became not just a character, but a natural advocate for inner wellness and radiant confidence.

✨ Extending the Story Beyond the Drama 

Dian Zara’s transformation didn’t just live on screen. We brought her journey further into the real world, keeping the #GlamzUp spirit alive and well throughout the festive season.

  • Branded Capsules: Ramadan Glamz Up (focused on purification and renewal) and Syawal Glamz Up (centered on Raya preparations and confidence) embedded Flavettes Glamz into meaningful cultural rituals.
  • Nationwide OOH screens carried the #GlamzUp message, reinforcing visibility and relevance.
  • Cross-promotion on Malay talkshow ‘MeleTOP’ brought the #GlamzUp mantra to primetime, engaging audiences and amplifying reach.
  • Digital Amplification: Drama scenes were reimagined into bite-sized social content, keeping Dian Zara’s transformation relatable and shareable.
  • Celebrity Advocacy: Actress Emma Maembong extended her character into real life, inspiring women to #GlamzUp alongside her.

Results

By personifying inner beauty through Dian Zara’s story, Flavettes Glamz didn’t just ride on Raya beauty conversations – it led it.

And the results were undeniable.

  • Record-breaking sales with a surge of 176.6%, setting a new benchmark for Flavettes Glamz.
  • Over 3.55 million unique viewers exposed to Glamz integrated scenes across four key episodes of Takdir Itu Milik Aku.
  • On digital, the campaign impressed more than 435K users and sparked over 8K of social engagement.