ParagonCorp's Make Over puts beauty to the sweat test at HYROX Bangkok

Indonesian beauty brand Make Over is taking its latest product into the world of competitive fitness, using HYROX Bangkok as a proving ground for its Powerstay Glazed Lock Lip Pigment as part of its new ‘Glazed under pressure’ campaign.

Owned by ParagonCorp, Make Over is positioning the campaign around women who challenge the idea that strength and femininity are opposing identities. The brand argues that women should not have to choose between being strong and feminine, or between performing at their best and looking their best.

At the centre of the campaign is the belief that “women don’t want to choose”, with Make Over seeking to show that femininity does not diminish a woman's physical capability or competitiveness.

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HYROX, a rapidly growing fitness race combining running with functional workout stations, provides the campaign's central test. Make Over is using the event to demonstrate that its Glazed Lock Lip Pigment can withstand the physical demands faced by its wearers.

The campaign brings together four women - Cindy Gulla, Gaby Saputra, Sabrina Hartanti and Risya Brabo - as #TeamGlazed. While each has a different background and story, the group is united by what Make Over describes as their willingness to go “GLAZED under pressure”.

The brand is also building a community platform around the phrase “Cantik-cantik tahan banting”, which roughly translates to women who are beautiful but tough and resilient. Make Over intends to take the phrase beyond HYROX and into communities spanning tennis, running, pilates, gyms and padel.

The campaign's audience is divided into three personas: the “active style setter”, or women who prioritise style while exercising; the “balanced achiever”, representing a work-hard, play-hard mindset; and the “beauty performer”, focused on makeup as part of her personal style.

Make Over is extending the campaign through content surrounding #TeamGlazed's trip to HYROX Bangkok. Rather than focusing exclusively on the race itself, the content strategy includes behind-the-scenes and lifestyle material covering preparation, beauty, food, recovery and moments around Bangkok.

Under ‘Glazed Diaries’, the brand captures what the team gets up to outside race day, while ‘Glazed Together’ focuses on their shared experiences, including getting ready, encouraging one another and supporting each other during the event.

The approach gives Make Over a way to turn a product-performance claim into a broader community story. Rather than positioning long-wear makeup solely around functional benefits, the campaign connects product performance with the resilience and multifaceted identities of the women wearing it.

“Being strong doesn't mean becoming less feminine. Being feminine never made women any less strong,” the brand said.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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