In Indonesia, the Hijab is not a sign of repression but a symbol of faith and identity. Increasingly, it has become part of the Indonesian woman’s everyday life, expressed in fashion, colours and lifestyle. It is her garment of faith, but wearing it has come with a heavy baggage. A Hijab wearer is expected to be submissive and passive. Non-conformity can lead to severe bullying, criticism and backlash from the society.

Brief : Launch Vaseline ‘Hijab Bright series’, a cooling serum formula for the tropical Indonesian condition with disruptive and inspiring execution in a cluttered, Hijab market

Objective : A Hijab wearer can be active, expressive, ambitious and passionate about her dreams and life.

Support this Hijab wearing audience to live life by overcoming ‘Gerah’ / society’s expectations with the launch of ‘Hijab Bright’. Inspiring her to fight against the physical and emotional stifling, living life in her own terms.