Wardah launches 'Lipbrary' across 1,000 locations to solve women's lip concerns

To mark International Lipstick Day, Wardah has launched the “Wardah Lipbrary,” an interactive experience spanning 1,000 locations across Indonesia and Malaysia. The initiative is designed to address women’s lip concerns, provide expert guidance on lip care, and offer tailored product recommendations.

Visitors can take part in Lip Call, a consultation with Wardah’s Customer Care to identify lip issues and receive personalised care recommendations. Personal Colour Analysis helps visitors determine which shades best complement their personal colour profile.

The Lip Mix Match feature allows customers to create bespoke lip cream shades, while Lip Voting encourages visitors to vote for new shade ideas to guide future Wardah launches. The experience also includes a Grand Tester section for trying out different product formats and a photo booth for capturing the visit.

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Shabrina Salsabila, head of Wardah decorative brand building for lip and eye category, explained the motivation behind the campaign: “Lipstick is one of the most important makeup products for women, serving as a tool for women to express their personality and mood... The Lipbrary is like a knowledge and solution hub for women, addressing the issues women face in choosing the most suitable format and shade for their lip conditions.”

Salsabila added that, based on several studies including those by ParagonCorp’s Research and Development Team, women’s lip concerns in Indonesia are very diverse, ranging from dry, sensitive, or easily irritated lips to dark, uneven “two-toned” lips and pale lips, and that Wardah’s approach seeks to address these key concerns head-on.

For dark or two-toned lips, recommended products include Wardah Lip Rescue Jelly Balm, Lip Barrier Sunscreen, Glasting Liquid Lip, Matte Lip Cream, and Airbrush Tint. For dry, cracked, or pale lips, Wardah suggests Lip Rescue Jelly Balm, Hydrabalm Lip Care, Glossicle Tinted Lip Balm, Moist Dew Tint, and Velvet Matte Lip Mousse.

Wardah Lipbrary’s activations span major Indonesian centres, including Jakarta, Surabaya, Bandung, Bali, and Medan, and extend to Kuala Lumpur in Malaysia.

In Jakarta, the Lipbrary was held in collaboration with Guardian and Shopee at Row9, Block M, from 6-12 August. This event demonstrates the brand’s commitment to combining science, technology, and education, ensuring that Indonesian women can confidently express themselves with healthy, beautiful lips.

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