Enzim Toothpaste :
Innovating Oral Care with Immersive Technology
Enzim is a well-established Indonesian oral care brand known for its enzymatic toothpaste.
Which provides superior plaque removal and deep-cleaning benefits. Unlike conventional toothpastes that rely on harsh abrasives, Enzim’s formula uses natural enzymes to gently break down plaque while maintaining oral health. The brand has built a strong reputation in Indonesia, but as it expanded into new markets, particularly Singapore, it faced the challenge of standing out in a competitive landscape dominated by global giants.
Sector
- Beauty, Health & Wellness
- Consumer Goods
- FCMG
Service
- Hovarlay Insights
- Digital Experience
- Customer Engagement
The Experience
Transforming oral care into an interactive science-backed experience.
By blending storytelling with technology, Enzim successfully made oral hygiene education engaging and memorable for consumers.
- Scan the Box – Customers can scan the packaging using their smartphones to unlock an engaging AR experience.
- Tap on Bacteria – Watch bacteria transform into refreshing mint, visually demonstrating how Enzim’s enzymatic formula actively breaks down plaque and ensures deep cleaning.
- Clear All Germs – A gamified interaction where users “eliminate” germs, reinforcing the product’s core benefit of effective plaque removal and long-lasting freshness.
- Unlock the Brand’s Core Message – Completing the interactive experience reveals key Enzim benefits, brand insights, and a reminder of its promise: healthier, fresher smiles.
The Transformation Journey
Challenge
How do you explain advanced oral care in just a few centimeters of packaging?
Enzim Toothpaste is powered by natural enzymes offering a gentler, science-based alternative to conventional products. But while the formula was backed by decades of research, that story wasn’t reaching the everyday consumer. On crowded store shelves, Enzim struggled to differentiate itself from better-known brands with louder claims and more aggressive marketing.
The challenge: How can Enzim educate and engage customers at the point of purchase without changing its physical packaging?
Strategy
Let the science speak through the packaging itself.
Partnering with HOVARLAY, Enzim transformed its boxes into immersive storytelling tools. The AR layer allowed users to scan the packaging and unlock a rich experience that:
Visualized the enzyme technology in action breaking down plaque, fighting bad breath, and protecting gums
Provided product education based on user needs (e.g., sensitive teeth, gum health, bad breath)
Reinforced dental credibility with expert tips from a virtual dentist
Offered time-sensitive promos and digital rewards to drive conversion
This approach didn’t just inform, it empowered.
Outcome
A smarter shelf presence and smarter customers.
The result was a packaging experience that did more than sit on the shelf. It delivered:
Stronger brand trust, thanks to transparent, science-led messaging
Higher engagement, with users spending time interacting and learning
Boosted in-store sales, especially among first-time buyers who valued the clarity
Increased brand advocacy, as users shared the experience with family and friends
With no physical redesign, Enzim managed to modernize how toothpaste educates, connects, and converts simply by letting customers see the science.
The Impact
From routine to remarkable, educating users, building trust, and boosting engagement.
What changed for Enzim?
Elevated product understanding
Increased digital engagement
Strengthened dental credibility
Word-of-mouth momentum
By activating the story behind the science, Enzim proved that even everyday products can create extraordinary brand experiences when paired with purposeful technology.
Result
The introduction of this interactive AR experience yielded remarkable results:
Increased Customer Engagement
- 1 minute 38 seconds of average engagement per customer—significantly longer than the typical 2-3 second glance at product packaging.
- Consumers spent more time interacting with the brand, leading to better understanding and recall of Enzim’s unique benefits.
Enhanced Brand Perception
- The immersive experience positioned Enzim as an innovative leader in the oral care industry.
- Customers associated the brand with cutting-edge technology and trusted its advanced enzymatic formula for superior cleaning.
Higher Conversion Rates
- More informed customers were more likely to choose Enzim over competitors at the point of purchase.
- The gamified experience encouraged word-of-mouth marketing, driving increased awareness and product trials.
