Wardah's faceless billboard sets stage for Yuki Kato reveal

Leading up to the launch of its new sunscreen, Wardah placed a high-visibility billboard in Jakarta showing only the product, a question mark, and no featured talent. The minimalist creative direction was not originally part of the plan.

"We were preparing to launch our new sunscreen, but the campaign faced a major gap: our brand ambassador hadn't been finalised," said Iskandar Siva, director of global experimentation and creative growth at ParagonCorp, Wardah's parent firm. "With the product launch date locked, delaying wasn't an option."

Rather than postponing, Wardah's creative and digital teams decided to treat the situation as an opportunity to build anticipation. The billboard, devoid of any recognisable face, was designed to raise questions and mark the beginning of a teaser campaign.

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"It wasn't about who yet, it was about what's coming," Siva told MARKETING-INTERACTIVE. "This bold move sparked curiosity across platforms, building tension and hype without revealing the face."

Once actress Yuki Kato was confirmed as the brand's new ambassador, the reveal was released across Wardah's digital channels. What started as a workaround to a timing issue ultimately became a momentum-building campaign, drawing interest and interaction even before the official announcement.

According to Wardah, Yuki Kato was chosen for her lifestyle and personality, which align with the brand's current direction. Wardah's choice of Yuki Kato reflects the brand's focus on real, everyday beauty. Her fast-paced lifestyle mirrors the product's message of effortless protection, while her broad appeal resonates with a generation balancing ambition and authenticity.

"As we unveil our newly revamped sunscreen, we're not just launching a product, we're introducing a new energy," said Siva.

The new sunscreen is formulated with Ultra ThinVeil™ Technology, which Wardah describes as delivering high protection with a lightweight texture, transparent finish, and fast absorption in six seconds.

"No one questions the science behind Wardah's sunscreen. But for our customers, it's not just about protection, it's about experience," added Siva. "They want something that feels invisible yet dependable. Light on the skin, not heavy on the senses. No stickiness. No white cast. Just comfort they can trust."

Wardah intends to position the sunscreen not just as a skincare product but as a solution tailored to different needs.

"At Wardah, we believe no two skins are the same and neither are their needs," Siva continued. "That's why our sunscreens are more than just protection. They're crafted with advanced technology, thoughtfully tailored for different skin types and concerns, and always rooted in our halal values - because care should never compromise on what matters most."

Beyond the billboard, the campaign was supported by a "Talent Search" teaser across social media, followed by media coverage and platform-based amplification in the lead-up to the reveal.

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