Sancha x Mustika Ratu: Dessert for The Skin
Sancha and Mustika Ratu transformed a product launch into a sensory brand experience, turning milk tea-inspired body care into an indulgent self-care ritual that drove 2M+ views and strong consumer engagement.
Blooming Series New Packaging
The Needs
When Mustika Ratu and Sancha came together to create a body care line inspired by milk tea, the product itself already had a strong idea behind it. The challenge was making sure that idea landed the right way with the right people. A collaboration of this kind needed more than a product listing. It needed a moment.
The objective was to build awareness around the product launch and introduce the two new variants, Peach Oolong Milk Tea and Osmanthus Milk Tea, as a form of everyday indulgence. Something that felt personal and pleasurable, not just promotional.
Event documentation
The Insights
Body care has long been framed around function: nourishing, moisturising, protecting. But there is a growing appetite for products that go further and turn the daily routine into something worth looking forward to. Both Sancha and Mustika Ratu already lived in that space, one through the ritual of tea, the other through the ritual of body care. The opportunity was to connect both worlds into a single idea.
That insight pointed to a clear direction: the campaign needed to be felt, not just seen. It had to create an experience that people could associate with the product before they ever purchased it.
Puteri Indonesia Featuring the Product
Collaterals
Puteri Indonesia 2026
What We Did
We proposed the campaign concept "Dessert for the Skin" as the platform for the launch. The name did two things at once: it positioned the body care line as an indulgence rather than a necessity, and it created a clear sensory world that both brands could live inside. From there, everything followed from that single idea.
The campaign ran across three phases. The first phase built anticipation through teaser content, a story behind the product, a video campaign, and a digital e-invitation. The second phase centred on a soft launch event held at Sancha Urban Farm PIK on 15 April 2026, bringing together 45 finalists of Puteri Indonesia 2026 as the core audience.
The event was designed as a multi-sensory experience: a product reveal, a live tea and frappe demonstration featuring both variants, a scent library where guests could explore tea aromas directly, and a body serum tester station. The venue, merchandise, and refreshments were all aligned to the "Dessert for the Skin" world. The presence of Puteri Indonesia finalists was deliberate, giving the launch both social proof and a built-in amplification network.
Post-event, the third phase amplified what was created: event recaps were published across Sancha, Mustika Ratu, and Puteri Indonesia's accounts, live coverage stories were reposted to extend reach, and we partnered with media partners from the pageant community to reach Puteri Indonesia's fan base more deeply. CPAS (Collaborative Performance Advertising Solutions) was also activated to support product conversion.
Campaign Concept & Strategy
Event Concept & Execution
Packaging Design
Social Media Content
Influencer Collaboration
Media Partnership
Live Coverage
Social Media Poster
Outdoor Poster
The Results
The campaign generated strong visibility across all three phases. The soft launch event drew 63 participants and created content that continued to perform well beyond event day. The amplification phase, driven by Puteri Indonesia collaborations across 8 accounts and 19 videos, produced 213,189 in total reach and over 20,000 interactions from influencer content alone.
The most effective content came from creator-led posts rather than institutional accounts, with the top-performing carousel reaching 116,021 views and 5,584 interactions. Across the full campaign, the collaboration reached over 723,000 accounts and crossed 2 million total views.