CHARM launches Kartini Day campaign to inspire Gen Z confidence
The brand’s new campaign aims to blend self-expression with product innovation — and it’s targeting Gen Z’s empowerment mindset.
To celebrate Kartini Day — a national moment for honoring Indonesian women’s empowerment — feminine care brand CHARM has launched a bold new message aimed squarely at Gen Z. Its new tagline, “Ekspresikan diri tanpa henti” (“Express yourself without limits”), serves as both a brand refresh and a cultural call to action.
The initiative, rolled out by Uni-Charm Indonesia, goes beyond marketing language. It’s an intentional nudge for younger Indonesian women to pursue their ambitions without fear or interruption — including during menstruation.
With Gen Z known for being expressive, socially aware, and more vocal about bodily autonomy, CHARM’s campaign is a strategic bet on relevance and resonance.
This article explores how CHARM is reshaping its brand narrative through Kartini Day, what the campaign means for youth-focused marketing, and what it signals for marketers interested in purpose-led strategies in Southeast Asia.
Short on time?
Here’s a table of contents for quick access:
- What happened: New tagline and Kartini Day launch
- Why this matters: Gen Z as a strategic audience
- What marketers should know
Patrecia Meliana
What happened: New tagline and Kartini Day launch
CHARM unveiled its new tagline, “Ekspresikan diri tanpa henti,” on April 21 in conjunction with Kartini Day, which celebrates women’s progress and legacy in Indonesia.
The messaging was amplified through a new TV spot and Instagram reel featuring actress and brand ambassador Syifa Hadju, who speaks directly to young women about confidence and self-belief — even during menstruation.
In a statement, Takeyuki Matsuura, Vice President Director of Uni-Charm Indonesia, emphasized that the new tagline is a continuation of CHARM’s mission to remove stigma around periods and empower women to stay active and goal-oriented.
The campaign’s underlying concern is real: according to the company, only 25% of young Indonesian women understand proper menstrual hygiene practices — a gap that could impact both their health and everyday confidence.
To align product innovation with the messaging, CHARM also spotlighted two upgraded SKUs:
- CHARM Cooling Fresh, now with longer-lasting cooling sensation
- CHARM Daun Sirih, enhanced with betel leaf extract for 2x odour protection
These updates were positioned as tools that reinforce comfort and freedom, especially during day-to-day activities.
Why this matters: Gen Z as a strategic audience
This isn’t just a feel-good campaign — it's a smart brand strategy in action. Gen Z women in Indonesia represent a highly influential consumer group that values self-expression, social impact, and authenticity. Tying a menstruation product to empowerment on Kartini Day is a savvy move to blend product utility with cultural meaning.
CHARM’s campaign also touches on broader social issues. Its SADARI breast self-exam program, collaboration with the Indonesian Breast Cancer Foundation, and gender equality initiatives show that the brand is playing a long game in public health and advocacy — not just product sales.
For marketers, this is a model example of how to localize purpose-driven messaging while keeping product benefits clear and relevant.
What marketers should know
If you’re a brand marketer or comms strategist looking to connect with Gen Z in Southeast Asia, here’s what to take away from CHARM’s latest campaign:
1. Lean into cultural calendars — but make them meaningful
CHARM’s use of Kartini Day is more than a seasonal hook. It anchors the campaign in a moment of national reflection and female pride, giving the tagline extra emotional weight. Other brands could tap similar cultural holidays — but the execution must go beyond superficial tie-ins.
2. Pair brand purpose with tangible products
CHARM isn’t just talking about empowerment — it’s upgrading SKUs to help women live it. The lesson: mission-driven branding works best when it's backed by product experience. From cooling sensations to herbal protection, each product feature maps back to the campaign’s core message of freedom and comfort.
3. Use local influencers to reinforce relatability
Syifa Hadju isn’t just a face — she’s a young woman sharing her own journey with confidence. For Gen Z, who value transparency and relatability, this kind of ambassador choice makes the brand message land more authentically.
4. Don’t underestimate the education gap
With only a quarter of Gen Z women aware of proper menstrual hygiene, CHARM is bridging the gap with outreach and education. Brands can contribute value by delivering credible, digestible health information — especially on taboo or underserved topics.
CHARM’s latest campaign is a smart blend of purpose, product, and cultural timing. For marketers aiming to resonate with Gen Z in Southeast Asia, it’s a reminder that real impact happens when brand messages are authentic, timely, and backed by action.
