Covercool by Hijaberlin x TENCEL

First Layer for Meaningful Journey

The layer closest to your skin should help you stay comfortable, covered, and focused, especially in moments that matter.

Big idea

Not all soft fabrics are the same. Micro Modal is the reason Covercool feels different on skin.

Innerwear is invisible, so the campaign needs to make the problem visible: heat, sweat, long wear, layering, travel, worship, and the need to stay focused.

Why recampaign

The first campaign was beautiful, but the buying reason was too soft.

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Issue

Sell-through signal

Sell-through is around 12% in 2 months, which suggests the audience may not fully understand why Covercool is different, when they need it, and why it is worth buying now.

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Issue

Message too soft

The campaign already looks beautiful, premium, and very Hijaberlin, but the message leans too much on softness and aesthetic instead of strong product reasoning.

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Issue

Comfort words are repeated too often

“Adem, ringan, breathable” appears across too many posts. After the audience understands that basic claim, the campaign needs to add new reasons to buy.

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Issue

Micro Modal is under-positioned

TENCEL Micro Modal is one of the strongest differentiators, but it is not used enough to explain why Covercool feels different on skin and why the product has a higher value.

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Issue

Functional benefits feel like specs

Anti-UV and anti-bacterial are important, but they should not appear only as feature icons. They need to be translated into daily impact: protected, fresher, and less distracted during long wear.

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Issue

No clear value bridge for price

The campaign says the fabric is nice, but does not fully explain why the material costs more, why that matters, and why the customer should choose it over regular innerwear.

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Issue

Umroh and travel angle is underused

Umroh is one of the strongest natural occasions for Covercool because it combines heat, layering, movement, long worship days, and the need to stay focused.

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Issue

Product roles are not clear enough

Customers may still not know which product to choose: Inner Dress, Inner Top, Legging Wudhu, Legging Basic, or Celana Gamis. The recampaign should make each product’s role easier to understand.

Feature to customer impact

Say the impact, not only the specification.

Micro Modal

A rare choice for modest innerwear

Terasa lebih lembut di kulit, terutama saat dipakai berjam-jam di balik gamis atau abaya.

ANTI BACTERIAL

A rare choice for modest innerwear

Membantu rasa lebih fresh saat dipakai lama, especially during travel or long worship days.

ANTI UV

A rare choice for modest innerwear

Memberi rasa lebih tenang saat ziyarah, berjalan outdoor, atau aktivitas di bawah matahari.

Sustainability

A rare choice for modest innerwear

Pilihan yang lebih mindful — nyaman untuk tubuh, dan lebih thoughtful untuk bumi.

New recampaign direction

Four pillars that give people a real reason to buy.

Pillar 01

Tencel Micro Modal Fabric Use

"The fabric almost no one elseuses"

Micro Modal exclusivity, used to justify the price before anyone has to ask.

PILLAR 02
PILLAR 02

Anti UV / Anti Bacterial

"Protection you stop thinking about"

Anti-UV / Anti-bacterial reframed from spec to quiet relief. remove a worry the customer didn't say out loud

pillar 03

Sustainability of Tencel

"Good for you, good for whatyou believe in"

TENCEL’s sustainability story, for an audience that already thinks about intentionality in what they wear.

pillar 04
pillar 04

Tencel for Umroh Journey

"Your Umroh companion"

Put the product in the single most obvious high-need occasion — needing to feel fresh without changing constantly.

Content and copy breakdown

A campaign calendar built around reasons, not repetition.

Pillar 1 - Micro Modal

The Fabric Almost No One Else Uses

Detail content

  • Slide 1 : Ada alasan kenapa cuma kami yang pakai ini.
  • Slide 2 : Sebagian besar innerwear yang pernah kamu coba pakai bahan yang sama — soft di awal, tapi mulai terasa panas & lengket setelah beberapa jam.
  • Slide 3 : TENCEL Micro Modal itu beda. Seratnya lebih halus dari modal biasa, dan belum banyak brand modest wear yang berani pakai — karena biaya produksinya lebih tinggi.
  • Slide 4 : Kita pilih pakai yang lebih mahal, supaya kamu nggak perlu kompromi lagi antara "tertutup" dan "nyaman seharian."
  • Slide 5 : Now you know why it feels different. — Covercool by Hijaberlin × TENCEL

Caption and CTA

Kalau selama ini kamu ngerasa semua innerwear rasanya “ya gitu-gitu aja” — mungkin belum ketemu yang bahannya benar-benar beda.
TENCELTM Micro Modal itu bukan modal biasa, dan belum banyak brand modest wear yang pakai. Ini alasan kenapa harganya lebih dari yang biasa kamu beli, dan kenapa itu worth it. Coba rasakan bedanya langsung di store terdekat.

#Covercool #Hijaberlin #Tencel #MicroModal #InnerwearMuslimah

Pillar 4 — Umroh(teaser)

The Packing Dilemma

Detail content

  • Scene 1 : Koper terbuka di kasur, tumpukan baju di sebelahnya. Text overlay: “Packing buat umroh itu selalu ada drama sendiri.”
  • Scene 2 : Tangan memilah-milah baju. “Mau bawa banyak, tapi koper terbatas.”
  • Scene 3 : Cut ke suasana panas / kipas. “Mau nyaman, tapi cuaca di sana nggak main-main.”
  • Scene 4 : Produk Covercool masuk koper, rapi, ringkas. “Ini yang bikin packing-mu lebih ringan — secara berat koper, dan secara pikiran.”
  • Scene 5 : Logo close. “Covercool. Ditemani yang paling nyaman, untuk perjalanan yang paling berarti.”

Caption and CTA

Packing buat umroh itu selalu bikin mikir dua kali — bawa banyak biar aman, atau bawa sedikit biar ringkas? Covercool dirancang biar kamu nggak perlu pilih salah satu. Cerita lengkapnya minggu ini di feed kami. Simak ceritanya, siapa tahu ini yang kamu cari buat persiapan umrohmu.

#Covercool #Hijaberlin #Tencel #UmrohReady #PersiapanUmroh

Pillar 2 — Anti-UV /Anti-bacterial

Protection You Stop Thinking About

Detail content

  • Slide 1 : Kamu keluar jam 8 pagi, pulang jam 5 sore — pakaian yang sama, sepanjang hari.
  • Slide 2 : Panas matahari dari pagi ke siang, keringat yang nggak selalu kelihatan tapi kerasa.
  • Slide 3 : Anti-UV, jadi kulit tetap terlindungi meski seharian di luar.
  • Slide 4 : Anti-bacterial, jadi di jam 5 sore rasanya sama segarnya kayak jam 8 pagi.
  • Slide 5 : Satu outfit, satu hari penuh — tanpa mikir dua kali.

Caption and CTA

Ada hari-hari yang nggak kasih waktu buat ganti baju atau mikirin sunscreen ulang. Covercool udah mikirin itu duluan — Anti-UV dan Anti-bacterial bekerja diam-diam sepanjang harimu, jadi kamu bisa fokus ke hal lain. Rasakan langsung bedanya di keseharianmu.

#Covercool #Hijaberlin #Tencel #AntiUV #AntiBacterial

Pillar 3 —Sustainability

A Story About the Earth,Too

Detail content

  • Scene 1 : Close-up tekstur kain, cahaya lembut. Text: “Yang kamu pakai, juga punya cerita tentang bumi.”
  • Scene 2 : Visual serat kayu / hutan lembut. “TENCELTM dibuat dari serat kayu, lewat proses closed-loop yang pakai air jauh lebih sedikit dibanding katun.”
  • Scene 3 : Kain tertiup angin. “Bisa terurai secara alami — jadi apa yang kamu pakai hari ini, nggak jadi beban buat nanti.”
  • Scene 4 : Seseorang mengenakan produk dengan tenang. “Nyaman untuk kamu. Baik untuk bumi yang kamu titipi.”
  • Scene 5 Logo close. “Comfort with intention. — Covercool by Hijaberlin × TENCELTM”

Caption and CTA

Kadang kita mikirin apa yang kita makan, tapi lupa mikirin apa yang kita pakai. TENCELTM dibuat dari serat kayu lewat proses yang lebih hemat air dan bisa terurai secara alami. Pilihan kecil, tapi kalau konsisten, artinya besar.

Kenali lebih jauh cerita di balik bahan yang kamu pakai.

#Covercool #Hijaberlin #Tencel #SustainableFashion #ComfortWithIntention

Pillar 4 — UmrohCompanion

Your Umroh Companion

Detail content

  • Slide 1 : Umroh itu jam terbang sholatmu paling panjang dalam setahun.
  • Slide 2 : Panas Makkah, layering yang wajib, dan waktu berdiri yang nggak sebentar.
  • Slide 3 : Inner yang salah bisa bikin ibadahmu keganggu sama rasa nggak nyaman — padahal yang kamu butuh cuma fokus.
  • Slide 4 : Covercool dirancang buat momen kayak gini — ringan buat dibawa traveling, adem buat cuaca panas, tetap segar meski dipakai berjam-jam.
  • Slide 5 : Ditemani yang paling nyaman, untuk perjalanan yang paling berarti.

Caption and CTA

Di antara semua perjalanan, umroh mungkin yang paling banyak minta dari tubuh kita — berdiri lama, cuaca panas, dan hari-hari penuh ibadah. Covercool dirancang supaya urusan nyaman nggak perlu jadi hal yang kamu pikirkan di sana.

Siapin bekal nyamanmu dari sekarang, sebelum berangkat.

#Covercool #Hijaberlin #Tencel #UmrohReady #InnerwearUmroh

Pillar 1 + 2 — Daily Life

One Inner, One DayWithout Drama

Detail content

  • Scene 1 : Montase pagi sibuk — siap-siap, mobil, jalan kaki. Text: “Meeting pagi, motoran siang, masih harus groceries run sore.”
  • Scene 2 : Cut ke close-up kain di kulit. “Baju yang sama, dari subuh sampai isya.”
  • Scene 3 : Aktivitas berlanjut, terlihat tetap segar. “TENCELTM Micro Modal — halus dari awal, tetap adem di jam-jam sibuk.”
  • Scene 4 : Sore hari, masih terlihat fresh. “Anti-bacterial-nya kerja diam-diam, jadi kamu nggak perlu mikirin baju lagi.”
  • Scene 5 : Malam, melepas outer, masih terlihat nyaman. “Satu inner, satu hari yang nggak perlu drama.”

Caption and CTA

Hari-hari sibuk nggak pernah kasih waktu buat mikirin baju. Covercool dibuat biar kamu nggak perlu — Micro Modal yang halus dan anti-bacterial yang kerja diam-diam, dari subuh sampai malam.

Cocok buat harimu yang penuh? Coba dan rasakan sendiri.

#Covercool #Hijaberlin #Tencel #MicroModal #DailyComfort

Pillar 3 —Sustainability (deeper)

Good For Your Skin,Good For What YouBelieve In

Detail content

  • Slide 1 : Nyaman buat kulit. Baik buat bumi. Dua-duanya penting buat kami.
  • Slide 2 : Banyak dari kita udah mulai mikir dua kali soal apa yang kita pakai — bukan cuma soal gaya, tapi juga dampaknya.
  • Slide 3 : TENCELTM diproduksi dari serat kayu yang bisa diperbarui, lewat proses yang dirancang untuk lebih hemat air dan energi dibanding katun konvensional.
  • Slide 4 : Nggak cuma nyaman dipakai — juga lebih ringan jejaknya.
  • Slide 5 : Karena pilihan kecil, kalau konsisten, bisa berarti besar.

Caption and CTA

Modest fashion sering soal menutup aurat dengan nyaman — tapi buat kami, itu juga soal bagaimana caranya sampai ke situ. TENCELTM Micro Modal dipilih bukan cuma karena rasanya di kulit, tapi juga karena caranya dibuat.

Pilihan yang nyaman buat kamu, ringan buat bumi.

#Covercool #Hijaberlin #Tencel #SustainableFashion #ModestWithIntention

Pillar 4 — Umroh

What's In My Umroh Bag

Detail content

  • Scene 1 : Seseorang duduk di lantai dekat koper, ngomong ke kamera. “Ini yang aku bawa buat 9 hari di Tanah Suci.”
  • Scene 2 : Pan ke isi koper — inner dress, legging, celana gamis Covercool tersusun rapi.
  • Scene 3 : “Nggak perlu bawa banyak — cukup yang bikin nyaman dari pagi ke pagi lagi.”
  • Scene 4 : Cut ke momen memakai saat akan sholat / tawaf (simulasi studio, nuansa tenang).
  • Scene 5 : Text closing: “Because comfort should follow you, wherever your journey takes you.”

Caption and CTA

Beberapa dari kalian tanya apa yang kami bawa buat umroh — ini salah satu jawabannya. Bukan soal bawa banyak, tapi bawa yang tepat, yang bisa diandalkan dari hari pertama sampai hari terakhir di sana.

Tanya-tanya soal ukuran & rekomendasi paket umroh? Chat kami di bio.

#Covercool #Hijaberlin #Tencel #UmrohPacking #UmrohReady

All Pillars — Recap

Reasons To Try Something Different

Detail content

  • Slide 1 : Kalau kamu masih pakai yang lama, ini alasan buat coba yang beda.
  • Slide 2 : Micro Modal yang belum banyak dipakai brand lain.
  • Slide 3 : Anti-UV & anti-bacterial yang kerja tanpa kamu sadari.
  • Slide 4 : Proses produksi yang lebih ramah air dan bumi.
  • Slide 5 : Dan cocok menemani harimu — dari rutinitas biasa, sampai perjalanan ibadah yang berarti.
  • Slide 6 : Comfort shouldn't be optional. Time to feel it yourself

Caption and CTA

Minggu ini kami cerita banyak soal kenapa Covercool beda — bahannya, perlindungannya, prosesnya, sampai momen-momen yang bisa ditemani. Kalau ada satu alasan yang paling kena buat kamu, mungkin itu saatnya coba.

Cek koleksi lengkapnya di store & official store kami.

#Covercool #Hijaberlin #Tencel #MicroModal #UmrohReady

All Pillars — Close

Comfort You Don't Have To Think Twice About

Detail content

  • Scene 1 : Montase cepat: pagi di rumah, siang beraktivitas, malam tenang, lalu perjalanan / suasana ibadah.
  • Scene 2 VO / text: “Nggak semua yang menyentuh kulitmu perlu kamu pikirkan dua kali.”
  • Scene 3 : Cut ke produk, close-up tenang. “Covercool by Hijaberlin × TENCELTM — dirancang biar kamu bisa fokus ke hal yang lebih penting.”
  • Scene 4 : Logo & CTA close. “Coba rasakan bedanya. Tersedia di store & official store kami.”

Caption and CTA

Dari rutinitas harian sampai perjalanan yang paling berarti — Covercool dirancang supaya kenyamanan bukan lagi hal yang harus kamu pikirkan. Sudah waktunya rasakan sendiri bedanya.

Tersedia sekarang di store & official store kami.

#Covercool #Hijaberlin #Tencel #FeelTheCool #UmrohReady

Your Umroh companion

For long worship days, comfort should not ask for attention.

Umroh creates urgency because comfort becomes preparation: long flights, Makkah heat, layering, standing, sujud, walking, and days when freshness matters.

Shooting details

One-day shoot plan for the full recampaign.

Location Zone A — Garden path / open lawn: arrival and daily-life movement (Block 1). Zone B — Open sun courtyard or lawn, no shade: genuine midday sun for Anti-UV/Anti-bacterial (Block 4). Zone C — Covered gazebo / pergola with greenery: sustainability textures (Block 3) and the Umroh reflective + prayer-movement blocks (Blocks 5b, 6) — shaded, and forgiving if the schedule drifts. Zone D — Garden tap, fountain, or outdoor wudhu station: the Legging Wudhu insert (Block 5a). Any garden villa, botanical garden private section, or landscaped estate works, as long as these four zones exist within a short walk of each other — the goal is minimizing transit time between zones, not the specific venue

Wardrobe plan

Visual Look Products Used in Why this pairing
L Look 1 Ghumaisha Outer Dress, worn over Inner Dress Long Sleeve Block 1 Everyday/arrival story. Inner shows only at cuff and collar — the outer is the visible layer througout
L Look 2 Salamah Outer Dress, worn over Inner Shirt Sleeveless Block 3 Sustainability/garden story. Sleeveless inner never exposed — only a glimpse at the neckline
W Wudhu insert Look 3's hem lifted + Legging Wudhu underneath Block 5a Ankle/hand close-up only at the wudhu station — quick access is the point, not the leg itself.
L Look 3 Laila Abaya, worn over Celana Gamis Blocks 4b/5b, 6, 7 Umroh story. The abaya silhouette already reads as devotional/travel-ready — no extra change needed across packing, prayer, and the golden
L Look 4 Ghumaisha or Salamah Outer (reused) + Legging High Waist + Inner Shirt Long Sleeve Block 4 Exterior midday-sun block. Inner long sleeve visible at the cuff under the outer sleeve.

Product coverage

Visual Product Coverage
Inner Dress Sleeveless Worn full — Look 3 (Blocks 4b, 6, 7)
Inner Dress Long Sleeve Macro / flat-lay only — Block 2. Never shown fully worn.
Inner Shirt Sleeveless Worn under Look 2, neckline glimpse only — Block 3; flat macro — Block 2. Never shown fully worn.
Inner Shirt Long Sleeve Worn under Look 4, cuff glimpse — Block 4; flat macro — Block 2.
Legging High Waist Worn under Look 4, not exposed — Block 4; flat macro — Block 2.
Legging Wudhu Dedicated ankle-only insert — Block 5a; flat macro — Block 2
Legging Basic Worn under Look 1/2, not exposed; flat macro — Block 2.
Celana Gamis Worn under Look 3, hem glimpse — Blocks 5b/6/7; flat macro — Block 2.

Shot list

09:30-10:00 Zone A — garden path / lawn

Block 1 · P1 + daily-life opener · Look 1

Gimbal, soft drift. Get the wide establishing shot first.

Arrival, walking the path, adjusting the outer. One wide establishing shot of the garden itself, then closer coverage of outer fabric and a brief cuff/collar glimpse of the inner.

09:30-10:00 Zone C — shaded nook

Block 1 · P1 + daily-life opener · Look 1

Macro/close-focus lens. Batch continuously — the only coverage the two sleeveless SKUs get, so don't rush this.

Fabric detail on Look 1. Flat-lay the remaining SKUs — including Inner Dress Sleeveless and Inner Shirt Sleeveless — for texture/detail macro. These two are macro-only all, no worn coverage.

09:30-10:00 Zone C — gazebo / greenery

Block 1 · P1 + daily-life opener · Look 1

Available light, dappled shade. Keep the sleeveless inner out of frame beyond the neckline edge..

Hands on leaves, water feature, outer fabric moving in the breeze. One wide shot of the greenery itself; closer shots stay on outer + a brief neckline glimpse only.

09:30-10:00 Bedroom / window

Block 1 · P1 + daily-life opener · Look 1

Available light, dappled shade. Keep the sleeveless inner out of frame beyond the neckline edge.

Hands on leaves, water feature, outer fabric moving in the breeze. One wide shot of the greenery itself; closer shots stay on outer + a brief neckline glimpse only.

09:30-10:00 Bedroom / window

Block 1 · P1 + daily-life opener · Look 1

Reflector/bounce for face fill. Shoot fast — shade breaks and water between takes, this is the hottest block of the day.

Real, unshaded midday sun — walking, brief errand simulation, waiting in the open. Wide shot to show the open outdoor setting, then closer coverage on outer + cuff glimpse.

09:30-10:00 Bedroom / window

Block 1 · P1 + daily-life opener · Look 1

Handheld, tight framing on hands/feet only.

Hem of the abaya lifted just enough to show the ankle rolling up Legging Wudhu; hands and feet at the water. Close, quick, modest framing throughout.

09:30-10:00 Zone C — styled gazebo corner

Block 1 · P1 + daily-life opener · Look 1

Shaded, forgiving light. Tripod okay for a few reflective static shot.

Prayer mat laid in the gazebo. Packing frame nearby (suitcase on a bench), sitting quietly, dua before departure. Framed as “preparing to go,” not “being there.”

09:30-10:00 Bedroom / window

Block 1 · P1 + daily-life opener · Look 1

Waking, stretching, dressing by window light. Natural, unposed pacing.

Gimbal or handheld, soft drift, single warm window key, 2-3 takes.

09:30-10:00 Bedroom / window

Block 1 · P1 + daily-life opener · Look 1

Waking, stretching, dressing by window light. Natural, unposed pacing.

Gimbal or handheld, soft drift, single warm window key, 2-3 takes.

09:30-10:00 Bedroom / window

Block 1 · P1 + daily-life opener · Look 1

Waking, stretching, dressing by window light. Natural, unposed pacing.

Gimbal or handheld, soft drift, single warm window key, 2-3 takes.

09:30-10:00 Bedroom / window

Block 1 · P1 + daily-life opener · Look 1

Waking, stretching, dressing by window light. Natural, unposed pacing.

Gimbal or handheld, soft drift, single warm window key, 2-3 takes.

09:30-10:00 Bedroom / window

Block 1 · P1 + daily-life opener · Look 1

Waking, stretching, dressing by window light. Natural, unposed pacing.

Gimbal or handheld, soft drift, single warm window key, 2-3 takes.

09:30-10:00 Bedroom / window

Block 1 · P1 + daily-life opener · Look 1

Waking, stretching, dressing by window light. Natural, unposed pacing.

Gimbal or handheld, soft drift, single warm window key, 2-3 takes.

09:30-10:00 Bedroom / window

Block 1 · P1 + daily-life opener · Look 1

Waking, stretching, dressing by window light. Natural, unposed pacing.

Gimbal or handheld, soft drift, single warm window key, 2-3 takes.

09:30-10:00 Bedroom / window

Block 1 · P1 + daily-life opener · Look 1

Waking, stretching, dressing by window light. Natural, unposed pacing.

Gimbal or handheld, soft drift, single warm window key, 2-3 takes.

From daily routine to meaningful journey

Comfort should not be optional when the layer touches your skin all day.