Gillette has launched their dedicated Indonesian Instagram account in May 2020. The strategy focused on engaging with KOLs influential during the PSBB period. Gillette wanted to capitalize on the fact that people couldn’t go to barbershops during the PSBB period. The campaign with #CukurCayang showed KOLs’ wives shaving their spouse’s facial hair. We collaborated with 7 Mega KOLs and their spouses joined the trend with Raditya Dika, UUS, Arief Muhammad and Babe Cabiita being shaven by their wives and Anisarahma and Tasya Kamila shaving their husbands.