STRATEGIC PUBLIC RELATIONS PROCESS OF GUERLAIN INDONESIA IN THE LAUNCHING OF ABEILLE ROYALE YOUTH WATERY OIL SERUM
Keywords:
Public relations, Four-stage public relations model, GuerlainAbstract
This study explores the strategic role of the CRM & Marketing division of Guerlain Indonesia in implementing the Public Relations Launch Event for the Abeille Royale Youth Watery Oil Serum, held on April 29-30, 2025. As part of the luxury beauty industry, Guerlain applies integrated public relations strategies to build brand awareness and strengthen its positioning in the Indonesian market. The study adopts a qualitative descriptive approach, utilizing field observations and documentation from the internship experience. The analysis is framed using the four-stage public relations model by Cutlip, Center, and Broom (2016): defining the problem, planning and programming, taking action and communication, and evaluating the program. Results indicate that the event successfully achieved its key performance indicators, with 18 online media publications, 112 social media posts by KOLs and media, and an estimated Earned Media Value (EMV) of approximately €300,000. The findings also emphasize the importance of consistent messaging, collaborative planning with media partners, and adaptive event execution. This research provides insights into how public relations strategies are practically integrated with CRM and marketing functions within luxury brand communication in Indonesia.
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