By combining art with relatable, everyday scenarios, the campaign seeks to help consumers better understand when the use of an antiseptic cleanser may be needed, beyond routine daily cleansing.
The campaign reflects the realities of increasingly active and mobile lifestyles, where daily routines often include commuting, outdoor activities and frequent interaction in shared public spaces. These environments can increase exposure to microorganisms, highlighting the importance of recognising moments when additional hygiene care may be appropriate.
Reinforcing this perspective, dr. Danar Wicaksono, MSc., SpDVE, Skin Expert & Healthy Lifestyle Enthusiast explained that while the skin naturally hosts microorganisms, certain situations can heighten exposure. “What becomes important in today’s active lifestyle is how we manage situations where exposure increases, such as after commuting, using shared sports facilities or spending extended time in public spaces,” he said. In these instances, antiseptic cleansers can serve as an additional option to support skin hygiene when used appropriately.
To bring this message to life, the collaboration introduces limited-edition packaging featuring three illustrated personas — The Commuter, The Explorer and The Social — each representing common, high-contact environments. Designed to reflect real-life routines, the visuals act as simple cues, helping consumers connect hygiene practices with everyday experiences.
Dinda Puspitasari said the illustrations were inspired by how people move through their daily lives. “Through these designs, I wanted to reflect everyday moments and show that being mindful of hygiene can feel natural and relevant to how people live and express themselves,” she said.
The campaign forms part of iNova Pharmaceuticals’ broader effort to make health education more accessible by embedding it into daily consumer touchpoints.
Michica Wijaya, Brand Manager Feminine and Skin Care iNova Pharmaceuticals Indonesia, said the initiative reflects evolving consumer needs. “As lifestyles become more active and dynamic, hygiene is not only about looking clean but also understanding when additional protection may be needed. Through this campaign, we aim to encourage more mindful hygiene habits so people can feel confident in their daily interactions,” she said.
