Softex and VOB: Empowering Indonesian Women's Dreams
Leading Public Relations Agency, Artemis Indonesia, joined forces in supporting Softex, the prominent feminine pad manufacturer in Indonesia, to reintroduce the Daun Sirih (Betel Leaf) variant that was initially launched in 2017. Softex's mission is to empower Indonesian women and girls, breaking down barriers and helping them achieve their dreams. With a strong focus on women, Softex has established itself as a guiding force in the industry.
In December 2022, Softex conducted a comprehensive study among teenage girls aged 15-24 from various regions in Indonesia to gain insights into their needs and aspirations. The study revealed a progressive and evolving trend among Indonesian women across generations.
These women aspire to personal growth, take pride in their families, and have the freedom to pursue their dreams. However, societal stigmas regarding traditional gender roles, behavior, dress, and aspirations still persist.
Riski Sutedjo, Senior Brand Group Manager of Feminine Care at Softex, emphasized the company's commitment to growing alongside Indonesian women. "We aim to deeply understand and connect with Indonesian women, going beyond the production of feminine hygiene products. Softex strives to be a brand that is intimately supportive and inspiring to Indonesian women," stated Riski.
Softex firmly believes that every voice deserves to be heard, and no dream is too big to achieve. This belief led to the selection of Voice of Baceprot (VOB) as Softex's Brand Ambassador. VOB embodies the values that Softex aims to promote among Indonesian women and girls, encouraging them to embrace their individuality and fearlessly pursue their dreams.
VOB, a teenage rock band from Garut, has earned international recognition, serving as an inspiration for countless Indonesian teenage girls to strive for their dreams.
Firda Marsya Kurnia, the guitarist and vocalist of VOB, expressed her enthusiasm for becoming Softex's Brand Ambassador. "This is the most significant role we have taken on during our eight-year journey. We are thrilled that Softex has placed their trust in us. We never imagined that our experiences could inspire millions of Indonesian teenage girls. We are ready to share our spirit with Softex," exclaimed Firda.
Softex's commitment to innovation, drawing inspiration from Indonesian women, includes the introduction of the Daun Sirih (Betel Leaf) variant in 2017. Softex was the pioneer in offering natural sanitary pads in Indonesia. The Daun Sirih variant is enriched with vitamin E, providing benefits for feminine hygiene and addressing issues of skin irritation. Additionally, the natural antiseptic properties of betel leaf extract help prevent unpleasant odors and itching.
Dr. Astrid Teressa, a dermatologist and specialist in skin and venereal diseases, emphasized the importance of educating teenage girls about intimate area hygiene. Softex actively promotes cleanliness and proper menstrual hygiene management among teenage girls in Indonesia.
Softex aims to eliminate barriers and actively involve teenage girls in the movement. Through their partnership with VOB, Softex intends to inspire more Indonesian teenage girls to pursue their dreams and become part of the Hilangin Halangan movement.
Softex's unwavering commitment to supporting Indonesian women and girls extends far beyond the production of feminine hygiene products. By empowering and inspiring them, Softex strives to create a brighter future where women can freely pursue their dreams and aspirations.