CHARM unveils new tagline to spark confidence among Gen Z women

To mark Indonesia's Kartini Day — a celebration of women's empowerment inspired by the pioneering Raden Ajeng Kartini — feminine care brand CHARM has unveiled its latest tagline: "Ekspresikan diri tanpa henti" ("Express yourself without limits").

The initiative, launched by Uni-Charm Indonesia, is a direct nod to Gen Z women, encouraging them to pursue their ambitions confidently, including during menstruation. This message, according to the brand, reflects not just a product update, but a broader commitment to youth empowerment and self-expression.

"Understanding the dynamics of life for Gen Z women in Indonesia is of utmost importance to CHARM," Takeyuki Matsuura, vice president director of Uni-Charm Indonesia, said in a release. "As the number one sanitary pad brand in Indonesia, CHARM wants to ensure that menstruation does not become a barrier for women to create, achieve, and stay active."

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"Ekspresikan diri tanpa henti" will serve as CHARM's foundation to continue innovating and creating products that support women at every stage of life, Matsuura added.

The campaign is timely. Only 25% of young Indonesian women are aware of proper menstrual hygiene practices, such as the importance of changing sanitary pads regularly, the company said. With Gen Z representing a dynamic, expressive demographic, this lack of awareness poses a clear barrier to their well-being and development.

Actress and CHARM brand ambassador Syifa Hadju lent her voice to the cause. "I want to encourage Gen Z women in Indonesia to be bold and confident in every situation — whether at school, at work, or anywhere else," she said. "As women, we must dare to show our abilities and give our best in everything we do."

Hadju expressed her appreciation for CHARM, saying the brand has helped her feel more confident, allowing her to focus on pursuing her dreams. "On this Kartini Day, I hope all Indonesian women feel empowered to become the best version of themselves."

CHARM said it continues to innovate with Indonesian women in mind. Its latest update to CHARM Cooling Fresh, for example, promises a longer-lasting cooling sensation — a feature designed for comfort and confidence throughout daily activities. Meanwhile, CHARM Daun Sirih contains betel leaf extract and offers 2x odour protection during menstruation.

The brand has also released a new television commercial, echoing the "Ekspresikan diri tanpa henti" message and featuring Hadju, aiming to resonate with young viewers.

CHARM's health-driven initiatives also extend beyond product development. Its educational outreach includes promoting breast self-examinations through "Periksa payudara sendiri" (SADARI) in partnership with the Indonesian Breast Cancer Foundation, as well as implementing gender equality awareness programmes and menstrual hygiene education.

"Through these various initiatives, we hope to contribute to the empowerment of Indonesian women, in line with one of the commitments reflected in our company's slogan Ethical Living for SDGs — which is about returning value to the community through community-driven action," said Matsuura.

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