PERAN PROJECT MANAGER, STRATEGIST, DAN EVENT MANAGER DALAM KAMPANYE KOMUNIKASI PEMASARAN DEBIURYN COSMETICS SEBAGAI PENGUATAN BRAND POSITIONING PADA REMAJA USIA 12–19 TAHUN DI KOTA SEMARANG

Abstract

In the increasingly competitive skincare industry, DeBiuryn Cosmetics faces challenges
related to low brand awareness (14.6%) and suboptimal product sales among adolescents in
Semarang. This study explains the implementation of an integrated marketing communication
campaign titled “Stay Bright, Stay Youth,” which aims to strengthen brand positioning and
increase consumer engagement through digital and offline strategies. The campaign utilized
Integrated Marketing Communication (IMC) by combining digital activation through Instagram
and TikTok, as well as experiential marketing activities such as DeBiuryn Class Out and Glow On
the Booth. The evaluation results show a significant increase in brand awareness from 14.6% to
84.8%, along with improved product sales exceeding the initial targets. This success demonstrates
that an integrated communication strategy effectively enhances brand visibility, strengthens
positioning, and drives consumer purchase behavior in the teenage skincare market