Keeping It Simple

The founder of PT Ristra Indolab is a professional cosmeto-dermatologist that knows very well how to simplify matters of the skin by combining all the ingredients into perfectly formulated skincare products. What the consumers received are simple packaged products that are efficacious in treating tropical skins properly. Not everybody really knows that the products had been prepared through meticulous clinical tests and are the result of intensive research and development of microbiological tests. The print ad prepared by li9ht’s creative team reflected on this—just to keep it simple. The headline says, "One person simplifies it for your skin."

Client: PT RISTRA INDOLAB

Project: CORPORATE PRINT AD

Creative Director: ANTO DWIASTORO

Copywriter: ANTO DWIASTORO

The Skin Map

Turns out—according to the client, who is a cosmeto-dermatologist—that skins know geography. A tropical skin will resists whatever treatment it gets if it comes from categories meant for skins from other climatic and biomatic regions of the Earth. That is what skincare products from Ristra are all about. The company positions itself as “the tropical expert”, meaning that it understands perfectly the skins of the Indonesian market as well as other tropical countries. Based on this, li9ht’s creative team produced an idea that emphasizes on this unique trait; that employed a “twisted logic” approach by likening the skin as a map, which directs the owner to the right treatment. The headline in the second ad says, "Becaus the skin knows geography."

Client: PT RISTRA INDOLAB

Project: CORPORATE PRINT AD

Creative Director: ANTO DWIASTORO

Copywriter: ANTO DWIASTORO