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.
Covercool by Hijaberlin x TENCEL
The layer closest to your skin should help you stay comfortable, covered, and focused, especially in moments that matter.
Big idea
Why recampaign
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.
The campaign already looks beautiful, premium, and very Hijaberlin, but the message leans too much on softness and aesthetic instead of strong product reasoning.
“Adem, ringan, breathable” appears across too many posts. After the audience understands that basic claim, the campaign needs to add new reasons to buy.
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.
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.
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.
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.
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
Terasa lebih lembut di kulit, terutama saat dipakai berjam-jam di balik gamis atau abaya.
Membantu rasa lebih fresh saat dipakai lama, especially during travel or long worship days.
Memberi rasa lebih tenang saat ziyarah, berjalan outdoor, atau aktivitas di bawah matahari.
Pilihan yang lebih mindful — nyaman untuk tubuh, dan lebih thoughtful untuk bumi.
New recampaign direction
Micro Modal exclusivity, used to justify the price before anyone has to ask.
Anti-UV / Anti-bacterial reframed from spec to quiet relief. remove a worry the customer didn't say out loud
TENCEL’s sustainability story, for an audience that already thinks about intentionality in what they wear.
Put the product in the single most obvious high-need occasion — needing to feel fresh without changing constantly.
Content and copy breakdown
Pillar 1 - Micro Modal
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)
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
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
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
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
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)
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
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
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
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
Umroh creates urgency because comfort becomes preparation: long flights, Makkah heat, layering, standing, sujud, walking, and days when freshness matters.
Shooting details
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.
Block 1 · P1 + daily-life opener · Look 1
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.
Block 1 · P1 + daily-life opener · Look 1
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.
Block 1 · P1 + daily-life opener · Look 1
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.
Block 1 · P1 + daily-life opener · Look 1
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.
Block 1 · P1 + daily-life opener · Look 1
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.
Block 1 · P1 + daily-life opener · Look 1
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.
Block 1 · P1 + daily-life opener · Look 1
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.”
Block 1 · P1 + daily-life opener · Look 1
Gimbal or handheld, soft drift, single warm window key, 2-3 takes.
Block 1 · P1 + daily-life opener · Look 1
Gimbal or handheld, soft drift, single warm window key, 2-3 takes.
Block 1 · P1 + daily-life opener · Look 1
Gimbal or handheld, soft drift, single warm window key, 2-3 takes.
Block 1 · P1 + daily-life opener · Look 1
Gimbal or handheld, soft drift, single warm window key, 2-3 takes.
Block 1 · P1 + daily-life opener · Look 1
Gimbal or handheld, soft drift, single warm window key, 2-3 takes.
Block 1 · P1 + daily-life opener · Look 1
Gimbal or handheld, soft drift, single warm window key, 2-3 takes.
Block 1 · P1 + daily-life opener · Look 1
Gimbal or handheld, soft drift, single warm window key, 2-3 takes.
Block 1 · P1 + daily-life opener · Look 1
Gimbal or handheld, soft drift, single warm window key, 2-3 takes.
From daily routine to meaningful journey