PUBLIC RELATIONS STRATEGY IN BUILDING THE BRAND IMAGE OF BLOOMKA LOCAL SKINCARE

Abstract

Bloomka is an online-based local skincare brand in Indonesia founded in May 2020 and was created to meet all the needs of young people at affordable prices and quality products. Currently, Bloomka has issued a variety of facial care products. The competition in the world of the skincare business, every company or brand is required to win the hearts of its consumers. The importance of the role and strategy of PR helps Bloomka carry out brand image-building activities in the community. The approach used in this research is descriptive qualitative and the type of case study. The research subject in this thesis is the Public Relations strategy used by Bloomka in building a local skincare brand image. Data were collected by conducting interviews, observation, documentation, and a literature study. Through four stages in carrying out PR activities according to Cutlip, et al, 1982, namely Fact Finding, Planning and Programming, Action & Communicating, and Evaluating. PR activities carried out by brands aim to foster a positive corporate image by understanding the target market and the company so that public relations strategies effectively build brand recognition and knowledge in the community. The conclusion of this research is that the #LetThemSee marketing campaign through social media in carrying out Bloomka's PR activities becomes part of the Public Relations strategy in building a Brand Image.