Wardah turns sunscreen into an active morning lifestyle ritual with A.M Club

Wardah is positioning sunscreen as part of the active morning lifestyle through the launch of Wardah A.M Club 2026, an immersive experience designed to connect UV protection with sport, wellness, beauty and community.

Running from 12 to 16 August 2026 at the Musical Fountain Area of Plaza Senayan in Jakarta from 7am each day, the activation invited consumers to explore Wardah’s sunscreen portfolio through interactive installations, sports activities, workshops and community programmes.

Built around the theme “Discover the UV protection that matches your active lifestyles”, the initiative targeted early risers, reflecting a shift towards more active and intentional morning routines, according to Wardah.

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“A.M Club was born out of changes in consumer culture and lifestyle: early mornings, active living and self-care are now part of what’s cool today. However, amid this active morning lifestyle, many consumers have yet to find a sunscreen that suits their skin type, activities and texture preferences,” said Vina Yolanda, brand manager, Wardah Sunscreen.

A key focus of A.M Club was Wardah’s proposition that sunscreen needs to be matched to the individual rather than treated as a one-size-fits-all product.

The brand organised consumer needs into five contexts: makeup days, sport, daily activities, sensitive skin and post-treatment. Each, it said, can require different levels of protection, textures, finishes and product features.

The experience used technology to make those differences more tangible. Its UV Protection Diagnosis used an AI-powered UV camera to map areas of the face that are protected or potentially exposed, before generating a Protection Score and personalised educational output.

Meanwhile, the AI Sunscreen Profile Finder combined facial skin analysis with lifestyle and occasion profiling to recommend a personalised “Sunscreen Language”.

The Sunscreen SPF Robo Lab allowed visitors to explore sunscreen formulas, textures, finishes, water resistance and reapplication through interactive trials.

The activation also marks the introduction of Wardah Vegan PDRN Physical Sunscreen for Skin Longevity, a physical sunscreen innovation focused on skin longevity and post-treatment protection. Wardah said the product is designed for skin requiring additional care, including skin that feels more sensitive or fragile following treatment.

Beyond product discovery, Wardah structured A.M Club as a social ecosystem spanning movement, community, food, creativity and self-care.

The morning programme included Pilates at the Park, supported by Alder, Hilo and Union Pilates, alongside Wardah A.M Run with HOKA, bringing together running, UV protection and community.

Wardah has also partnered with a range of local and global names, including HOKA, Wonderwhy Magazine, Fujifilm Instax, Strava, KAMI., NIKA Matcha, Ria Miranda, PlaiSport and Made by Woman. Running, book and wellness communities are also part of the programme.

The strategy reflects Wardah’s effort to make sunscreen part of consumers’ existing routines and interests, rather than positioning UV protection as a standalone beauty message.

A collaboration with Guardian also gives consumers a 25% discount on Wardah Sunscreen products, subject to terms and conditions, alongside “Sunscreen Language Package” options and UV gifts. The offer is available during A.M Club and through the Guardian app.

The campaign is supported by four Wardah A.M Club Icons, each representing a different morning persona.

Yuki Kato represents Explore, Sivia embodies Sporty, Agatha Pricilla represents Beauty, while Tantri Namirah takes on the On Trend persona.

Wardah has also launched A.M Club Magazine x Wonderwhy, its first collaboration with Wonderwhy, extending the physical activation into a creative editorial format.

The publication explores women’s experiences of active lifestyles, covering themes including gratitude, movement, skin longevity, sunscreen matching, sisterhood and community. It also includes curated recommendations covering breakfast spots, apparel and outdoor spaces aligned with an active lifestyle.

The editorial and creative production were handled by Wonderwhy, with the publication produced specifically for Wardah.

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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