Body treatment is a ritual that can not be separated from the lives of women, both young and adult women. There are various types of body care products on the market, such as talcum powder, deodorant, body lotion, body wash, body scrub, facial cleansing and cologne. One company that is already a long time player in the cologne category is Indonesia with Sara Lee brand products She. At first, She only has three kinds of the fragrance, which is sweet, sporty and cheers. But in early 2003, in conjunction with She declining market share, according to research Censydian, respondents looked She as turns ordinary products, old-fashioned, color and packaging design She considered too common and tend to be boring, so that She is seen as a product that is not interesting anymore.

The interesting thing about change strategy and product development are conducted She in 2003. The question posed in this paper is how segmentation strategy, targeting, and positioning (STP) which is developed by She to reclaim its market share in a competitive market is increasingly competitive category cologne, fiber how well marketing communication strategy in changing the market position. One measure of the success of Marketing Public Relations by Philip Kotler is the sales and profit contribution. Based on the results of research conducted by AC Nielsen, as of the period from May to June 2013, the market share of the original She is ranked 3rd by 7.3% in the period March-April, 2003, increased 8.7%.