Abstract:
Viva Cosmetics is a cosmetic brand owned by P.T. Vitapharm since 1962, Viva
Cosmetics has offered a variety of items, including foundation, blush, milk cleanser, toner,
and more. Because the emergence of new local skincare brands could threaten Viva
Cosmetics, local cosmetics companies may need to exhibit their products to attract
customers' attention while still offering high-quality goods. In response to the difficulties
raised, the author intends to improve the Viva Milk Cleanser and Face Tonic brand image
and broaden the target market to young people in Indonesia through product packaging.
This study takes a mixed methods approach, incorporating qualitative data collection
processes, to evaluate the factors impacting customer purchasing decisions for Viva Milk
Cleanser and Face Tonic. Based on the findings of this study, visual design and semantic
semiotic studies are advised as a useful guide for the design of a surface packaging product
to improve brand image among Indonesian young people. The findings of this study are
the Viva Milk Cleanser and Face Tonic have been redesigned to improve brand perception,
using effective verbal and visual elements. The new color scheme, font, and written
content appeal to the target demographic, with 97.5% of respondents preferring the
redesigned label. The study's success adapts to existing branding and packaging theory,
aiming to appeal to customers of different ages and socioeconomic statuses.
