Cussons Baby
#3KebaikanCussonsBaby
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In 2021, Cussons Baby Indonesia launched the 3 Kebaikan campaign, focusing on holistic child development through three pillars: safe and gentle products, Moodscent™ technology, and the power of parental touch. The campaign aimed to strengthen parent-child bonding while promoting scientifically backed innovations like Moodscent™, a patented aroma technology designed to enhance emotional well-being during daily routines such as bathing.
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Cussons collaborated with neuroscientist Professor Francis McGlone and appointed actress Zaskia Sungkar as Brand Ambassador to share her parenting journey, aligning with the campaign’s emotional narrative. Educational initiatives, including website as a hub, workshops and IG Live sessions with pediatricians, helped parents understand the science behind touch and scent. The campaign also integrated sustainability efforts, such as biodegradable baby wipes and plastic waste reduction programs, under its Small Step Big Impact initiative.
The campaign reinforced Cussons Baby’s market leadership in Indonesia, with Moodscent™ winning the Top Innovation Award. It also engaged millions of parents through social media and supported over 12,500 children through community programs. By blending science, emotional storytelling, and sustainability, 3 Kebaikan successfully positioned Cussons Baby as a trusted partner in holistic parenting while contributing to Indonesia’s Sustainable Development Goals.
