With Indonesia's large Muslim population and a majority of women wearing the Hijab daily, the Hand and Body Lotion category has been largely overlooked. Hijabi women often experience the discomfort of "gerah," the feeling of trapped heat and stifling caused by wearing the Hijab in Indonesia's tropical climate. This discomfort, coupled with societal expectations, creates emotional stifling for progressive Muslim women. Vaseline recognized these challenges and designed a non-sticky cooling serum specifically to address the issue of "gerah." By showcasing the journey of battling "gerah," Vaseline's product launch empowers hijabi women, challenging stereotypes and providing a solution that enables them to feel comfortable and confident in their skin.
#BebasGerah
Freeing hijabi from the heat they face every single day
Client
- Unilever
Office
- Jakarta
Empowering Hijabi Women in the Face of "Gerah"
Indonesia has the largest Muslim population in the world (237million) and 66% of the Muslim women wear the Hijab every day.
It’s a growing market that many brands capitalize on. Except for the Hand and Body Lotion category.
Most women who wear a hijab experience a feeling they call “gerah”, which roughly translates to trapped heat and stifling.
Because Indonesia has a tropical climate, covering the body from head to toe is hot and makes regular lotion feel sticky, sweaty, and uncomfortable. Hence they prefer not to wear any lotion.
Besides this physical “gerah", progressive Muslim women also face emotional stifling from endless societal expectations. This is fueled by the advertising industry that portrays hijabi as: passive, perfect, and fragile. Those who don't follow this limiting stereotype, receive a lot of heat.
Vaseline designed a non-sticky cooling serum and launched the product by showing how behind every successful hajibi, is a lifetime of battling "gerah".
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