Skincare Meets Science: My L'Oréal Internship Story
Landing an internship at L’Oréal Indonesia felt like stepping into the heartbeat of the beauty industry, and not just any corner of it, but the dermatological beauty division, where skincare meets science. I joined the team with one goal: to learn everything I could about marketing in a fast-moving, high-stakes environment. CeraVe had just entered the Indonesian market in January 2024, bringing with it a reputation for effective, dermatologist-recommended skincare. I joined the team in March 2024, right at the beginning of its journey to build brand presence in the local market. As an intern, I was eager to be part of this exciting launch, especially as the brand was starting from scratch in a highly competitive beauty landscape. It was a challenge I was ready to embrace, knowing that the stakes were high and the learning opportunities were even higher.
Understanding the Derm Market
To truly make an impact in the dermatological skincare market, I had to dive deep into the dermo market—learning not only about the brand but about skin conditions and consumer behavior. I immersed myself in research about Indonesian skin types, understanding the unique challenges people face due to local climate conditions, pollution, and genetic factors. I also read extensive studies and product formulations to gain insight into what consumers were looking for in their skincare. Understanding the skin health landscape became crucial in helping shape CeraVe’s messaging to resonate with the local audience.
Curating the Perfect KOL Mix
I handled CeraVe’s KOLs (Key Opinion Leaders) for both online and offline activations, focusing on campaigns for both brand awareness and conversion. I worked closely with the e-commerce team and the agency we collaborated with to ensure that our KOL mix was on-point for every campaign. Each month, I created detailed briefs for the KOLs, outlining the goals, content direction, and key messaging for both organic and paid campaigns. Curating the perfect KOL mix became one of my favorite (and slightly chaotic) tasks. It felt like casting the ideal skincare squad—some with glow-up transformations, others with science-backed testimonials—coming together to tell a compelling brand story. That strategy paid off. We cut CPV (cost per view) by 59%, blew past our view goals by 231%, and saw CeraVe climbing the charts with a #1 Share of Voice in the dermo market.
TikTok Content Creation & Strategy
A huge part of our focus was on building CeraVe’s presence on TikTok, especially with the launch of CeraVe TikTok Shop. I worked closely with internal content creators and an agency specializing in content production to ensure we had a constant stream of engaging material. At one point, we were producing 90+ of content monthly to keep up with the demand for our TikTok campaigns. My role included briefing the content team, overseeing the creative direction, and ensuring that the content aligned with the brand’s goals and voice. I also got hands-on with filming some videos myself, contributing to the content bank. It was fast-paced and fun, and seeing the response to the content helped me understand the importance of adapting brand messaging for social media platforms.
A National Eczema Day Collaboration
I even got the opportunity to partake in a special event in collaboration with HaloDoc, PERDOSKI, and KSDI, where patsumers (patient consumers) signed up to connect with dermatologists and each other. Leading up to the event for National Eczema Day, I arranged multiple curated KOLs (Key Opinion Leaders) to post each month to generate awareness and engagement.
One of the standout KOLs was Astrid Tiar, a well-known Indonesian celebrity who helped amplify the message to a wider audience. I led the project from start to finish, creating video concepts, scripts, mood boards, and overseeing the creative direction. It was an incredibly rewarding experience to see the strategy come together and contribute to the success of the event. Offline meetups + online buzz = marketing win.
Offline Activations & Community Engagement
But we didn’t stop at screens. I was also involved in the preparation and execution of JakartaXBeauty, and I was there every day at the event, engaging with influencers, beauty enthusiasts, and dermatologists. These events allowed us to connect directly with our audience and provide them with valuable insights into the CeraVe product range. These offline activations were a great way to complement our online campaigns and engage with the community in real life.
I also dove into community seeding and advocacy projects, sending skincare products into the wild (aka real people's hands) to spark authentic conversations. This approach helped us build trust with our audience, which is key in skincare marketing. The result? Over 40 pieces of user-generated content and 163% of our view target smashed. I also found a niche community called Seputar Eksim, a group of eczema sufferers in Indonesia. Engaging with this group through targeted product seeding allowed us to build genuine advocacy for CeraVe and drive awareness in the community. Additionally, we extended this community-building approach to wellness studios and local events, ensuring that the brand’s message was spread through the right channels.
A Global Perspective on Marketing
Working on CeraVe at L'Oréal exposed me to a unique global perspective on skincare marketing. I saw how CeraVe’s global strategies were adapted to fit local markets like Indonesia, balancing the brand’s dermatologist-recommended reputation with culturally relevant messaging. This experience allowed me to witness firsthand how a brand must stay agile and responsive to regional differences while maintaining its unified global identity. CeraVe’s journey into the Indonesian market was a perfect example of how a global skincare brand can successfully connect with diverse audiences by understanding and embracing local needs. It was a powerful reminder that skincare marketing is both global and local, and I learned how to navigate that balance to drive brand success.
Learning from the Experts: Brand Building at Its Best
One of the most valuable lessons I learned at L’Oréal was the importance of brand building from the ground up, especially in a competitive market like skincare. I had the privilege of learning from industry experts who taught me how to craft a brand story that resonates with consumers while staying true to its core values. It’s about understanding the market, the audience, and how every touchpoint—from product packaging to social media content—plays a role in shaping a brand's identity. The experience showed me that successful brand building is a combination of strategic thinking, market insights, and consistent execution. Being part of that process was not only eye-opening but incredibly inspiring, and it’s a lesson I’ll carry with me throughout my career.
Throughout my internship, I had the privilege of being mentored by leaders who taught me not just the technical aspects of marketing but also valuable career lessons. Their guidance helped me gain confidence in my abilities and gave me insight into what it takes to be a successful marketing professional. I now understand the importance of mentorship and how it can shape both personal and professional growth.
