Wardah's Digital Marketing Strategy in Communicating Halal Product Value
DOI:
https://doi.org/10.21111/ibmj.v8i2.15476Keywords:
Wardah, halal digital marketing, 7P marketing mix, sharia cosmetics, Colourverse 2025Abstract
This study analyzes Wardah's digital marketing strategy in communicating halal product values through TikTok (@wardahofficial) and Instagram (@wardahbeauty) platforms, employing the 7P marketing mix framework adapted for Islamic context. Using a qualitative descriptive approach, data were collected via content analysis of 2025 posts, UGC observation, and news related to Rp271 billion revenue and 40% TWC market share. Findings reveal Wardah integrates sharia values (LPPOM-MUI/JAKIM certification), ethical aspects (niacinamide/blue light serum transparency), and emotional appeals (#HalalItuCantik) through viral tutorials, Muslimah influencers, and AI personalization, driving 12 million TikTok sales units. The strategy strengthens market dominance and Gen Z Muslimah loyalty, with recommendations for global omnichannel optimization.References
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