Molto and Soul of Gold Launch #WangiCeweMahal Campaign

JAKARTA, Jakartaweekly.com – Molto has reaffirmed its commitment to supporting Indonesian women by launching a movement that invites them to redefine the meaning of “luxury” in a more personal and modern context. For Molto, luxury is no longer solely determined by price tags or material symbols, but by self-worth, personal standards, and the confidence radiated through the fragrances that accompany daily life.

The Science of Scent and Confidence

As time evolves, the way women build self-confidence has shifted. While confidence was previously heavily reliant on visual appearance, it is now increasingly influenced by personal elements—particularly fragrance. Studies show that aroma is closely linked to emotion and memory.

Research published by Harvard University reveals that fragrance connects directly to the brain’s emotional center, influencing mood and self-perception. This is further supported by the International Fragrance Association (IFRA), which states that fragrance can enhance comfort, foster positive feelings, and strengthen confidence during daily activities.

Innovation Meets Everyday Luxury

To meet these needs, Molto introduces Molto Luxury Parfum, a fabric softener innovation featuring a higher fragrance concentration. It delivers a long-lasting, premium scent that remains affordable for daily use. This product is powered by LuxScent Technology, designed to lock luxurious scents into fabric fibers, ensuring the fragrance endures throughout a busy day.

Berto Kotze, Head of Marketing Home Care at Unilever Indonesia, stated “Modern women now understand that inner comfort is a vital part of self-expression. Fragrance is a simple yet powerful personal element that builds mood and aura. Through the #WangiCeweMahal campaign, we want to inspire Indonesian women to realize that confidence comes from how they feel about themselves, not just how they look.”

A Safe Space for Expression: #CeweMahalClub

As part of the initiative, Molto has established #CeweMahalClub, a safe space for women to connect, share perspectives, and celebrate the best versions of themselves. The launch event, held on April 26, 2026, at the Discovery Hotel, SCBD, Jakarta, serves as a forum for authentic self-expression.

“We created #CeweMahalClub not just as an event, but as a community where women can inspire and empower one another,” Kotze added.

A Fusion of Fragrance and Fine Jewelry

In a unique cross-industry collaboration, Molto has partnered with Eva Alicia, founder of the jewelry brand Soul of Gold. The partnership stems from a shared belief that both fragrance and jewelry are more than mere accessories; they are expressions of self that reinforce a woman’s character.

“To me, being a ‘Cewe Mahal’ (High-Value Woman) isn’t about the exterior. It’s about how a woman understands her value, sets her personal standards, and carries herself with confidence,” said Eva Alicia.

The collaboration features an exclusive bracelet collection inspired by three variants of Molto Luxury Parfum: Red Diamond Rose: Representing elegance; Gold Wild Orchid: Representing confidence, Third, Aqua Sapphire Lily: Representing empowerment.

Inspiring Modern Indonesian Women

Through this multidimensional approach, Molto positions fragrance as an emotional experience that supports the self-expression of modern Indonesian women.

“We want every woman to feel that luxury is a feeling—one that is accessible at any time. We hope #WangiCeweMahal inspires more women to love themselves, set the highest standards, and shine in their own unique way,” Kotze concluded.