Aveeno launches 'Strength of sensitivity' to reframe women's wellbeing in Indonesia

Aveeno, the oat-based skincare brand under Kenvue, has launched “SOS: Strength of sensitivity”, a new initiative aimed at reshaping how sensitivity is understood and discussed among women in Indonesia.

The campaign broadens the definition of sensitivity beyond skin, positioning it as a multi-dimensional experience encompassing physical, emotional and social aspects of daily life. It also signals a strategic shift towards more purpose-led, conversation-driven brand engagement.

“Sensitivity is part of many women’s everyday lives, yet it is often under-recognised or misunderstood,” said Anggia Pramono, president director of Kenvue Indonesia. “Through SOS: Strength of sensitivity, Aveeno aims to foster a broader understanding of these experiences while creating a more supportive space where women are heard and valued.”

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The initiative was launched with participation from public figures and experts, including Maudy Ayunda, Jessica Iskandar, and psychologist Indah Sundari Jayanti, alongside brand leadership.

In a recorded message, Arifatul Choiri Fauzi, minister of women empowerment and child protection, said: “The ministry fully supports the creation of safe, inclusive and supportive spaces for women and children. It is time to eliminate the stigma that sensitivity is a weakness. Through this campaign, we hope the message of Strength of sensitivity can drive a shift in perspective – recognising that sensitivity is a strength to be celebrated.”

She also expressed hope that the campaign will evolve into a sustained movement that encourages broader participation in listening to, understanding and supporting women and children at every stage of their lives.

Linking emotional insight to brand relevance

The campaign is grounded in insights around the interplay between emotional stress and physical skin sensitivity, reflecting a growing trend among personal care brands to integrate wellbeing narratives into product positioning.

Research cited by the brand highlights how emotional pressures – ranging from anxiety to sleep disruption – can manifest physically, particularly on sensitive skin. At the same time, cultural norms often discourage women from openly expressing discomfort, creating a gap between lived experience and social expectations.

To address this, the campaign adopts a “listening-first” approach, encouraging women to share their stories while positioning the brand as a facilitator of safe, stigma-free dialogue.

From a psychological perspective, Jayanti noted: “Many women experience sensitive moments in their daily lives, both emotionally and mentally, which, if suppressed, can develop into emotional exhaustion, anxiety and psychological distress. Scientifically, these conditions also have physical effects, where emotional stress can trigger or worsen skin conditions, making it drier, more sensitive and prone to irritation due to the connection between the nervous system and the skin’s response.”

“However, sensitivity is not a weakness, but a form of awareness and an opportunity for growth; when women are able to acknowledge their feelings, seek support and have a safe space to express themselves, sensitivity can become a strength that helps them better understand themselves, set healthy boundaries, and face life with greater resilience and emotional intelligence.”

From campaign to community platform

As part of the rollout, Aveeno is activating the platform across digital and offline touchpoints, including a podcast series on TikTok via its official Indonesia account. The content focuses on real-life sensitive moments faced by women, while inviting audiences to contribute their own stories through a dedicated channel.

The initiative is also supported by on-ground activations designed to foster interaction and community-building, aligning with a broader industry shift towards participatory marketing and co-created narratives.

For Iskandar, the campaign reflects personal experience: “In one of my most sensitive moments, when I was at the lowest point in my life, I learned that strength does not mean hiding what we feel, but having the courage to acknowledge it and seek support. I also realised the importance of taking time to care for and reconnect with myself, so I can move forward with greater resilience.”

Ayunda added: “I encourage everyone to have the courage to share their SOS: Strength of sensitivity stories, as every story holds the power to inspire and uplift others; and through the Aveeno Strength of sensitivity podcast, a safe space is created for us to connect, share, and find strength in every sensitive moment.”

For Kenvue, the campaign reinforces Aveeno’s long-standing positioning in sensitive skincare, while extending its relevance into broader cultural and emotional territory.

“Aveeno has long been recognised for its expertise in sensitive skincare, with science-backed formulations trusted by a wide community. Through SOS: Strength of sensitivity, we are expanding that commitment by encouraging broader conversations around sensitivity, while continuing to deliver care that is relevant to women’s everyday lives,” said Fika Yolanda, marketing director of Kenvue Indonesia.

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