Absolute New York is a cruelty-free beauty and cosmetics brand offering trend-forward makeup, skincare, lashes, and nail products. With a strong New York aesthetic, it aims to make bold beauty accessible and affordable. Their portfolio spans everything from lipsticks, foundations, lash collections to body care, while emphasizing inclusivity and innovation.
Absolute New York faces marketing challenges in Indonesia as beauty contents predominantly feature models with lighter skin tone that do not align with the Indonesian market. Additionally, the products lack distinctive selling points, while the Indonesian beauty market itself is saturated with numerous brands offering similar quality at more affordable prices.
Absolute New York successfully tapped into the Indonesian market with a localized, consumer-first strategy that combined diverse representation, influencer engagement, and SEO-driven visibility. The USP-led mini-series Made in Heaven and new product launch campaigns delivered huge awareness in digital platform, while media coverage across 15 Tier-1 publishers generated significant value in PR.
A revamped website and optimized SEO presence secured 9 first-page Google keywords, 218k backlinks, and doubled organic traffic. Most importantly, campaigns translated into tangible business impact, showcasing how localized storytelling and digital activations drove both awareness and conversion.
