Brands and companies become more competitive nowadays. Therefore, a brand or a company
needs to maintain its existence and one of those sectors is cosmetic and beauty brands.
Implementing a corporate rebranding process is one thing that the brand or company can do to
ensure its survival. Azarine Cosmetic is a local cosmetic and beauty brand that has undergone
corporate rebranding and has grown significantly. Therefore, this study aims to analyze the
rebranding strategy implementation and outcomes as indicators of Azarine Cosmetic's
corporate rebranding success. This study uses a qualitative descriptive approach with a case
study method. Data are collected through interviews and literature review, then analyzed with
pattern matching analysis. The implementation of Azarine Cosmetic's rebranding strategy was
based on marketing mix variables. Product, from spa products to skincare. Price, affordable
one based on the product size. Place, from B2B to offline and online B2C distribution.
Promotion, the use of social media and other brand activation to communicate the corporate
rebranding process to the external public. These implementations lead to corporate rebranding
outcomes, such as sales growth until 600% in 2021; awareness and sales objectives reached,
including brand image change; other supplementary achievements like awards and ease of
collaborations. Based on the result and discussion, Azarine Cosmetic’s corporate rebranding
can be seen as a success. However, Azarine should have its flagship store to reflect the unique
brand identity and conduct measurable in-depth evaluations to strengthen the corporate
rebranding outcomes.