Isnaen, Khansa Maritza (2026) KEMAIU COMMERCIAL CAMPAIGN DESIGN ON THE IMPORTANCE OF MAINTAINING NATURAL HAIR HEALTH AS A PROMOTIONAL STRATEGY. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The hair care industry in Indonesia has shown significant growth, driven by growing public awareness of personal appearance and health. However, excessive use of chemical-based products and hair styling trends often lead to various hair problems, such as hair loss, dryness, and scalp damage. Therefore, educational and persuasive efforts are needed to encourage people to switch to natural hair care products. This commercial campaign aims to promote Kemaiu products as a practical solution for natural hair care while raising awareness among the target audience about the importance of maintaining healthy hair naturally. The target audience is women aged 20–25 who are active, care about their appearance, and are interested in a healthy lifestyle. The design method includes data analysis using a SWOT approach to identify strengths, weaknesses, opportunities, and threats, as well as the application of the AISAS (Attention, Interest, Search, Action, Share) communication model within the campaign strategy. The creative concept is "Grow With Nature," which emphasizes the balance between traditional natural care products and ease of use in the modern era. The media used in this campaign include digital media such as social media, campaign videos, and supporting media such as merchandise and hair care templates. The design results are expected to build awareness, increase interest, and encourage behavioral changes in the audience towards choosing more natural hair care products.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | N Fine Arts > N Visual arts N Fine Arts > N Visual arts > N61-72 Theory. Philosophy. Aesthetics of the visual arts N Fine Arts > NC Drawing Design Illustration N Fine Arts > NE Print media |
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| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | Khansa Maritza Isnaen | ||||||||||||
| Date Deposited: | 29 May 2026 01:41 | ||||||||||||
| Last Modified: | 29 May 2026 01:41 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/53198 |
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