Presentation on Branding Beauty
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Branding Beauty: Branding Beauty: Indigenous Indigenous
Knowledge to the Knowledge to the ForefrontForefrontShakila YacobShakila Yacob
University of MalayaUniversity of Malaya
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ContentContent
• Notions of Beauty in Malaysia• Malaysian Beauty Companies : Three
case studies • How did these companies challenged
global brands?– Indigenous Knowledge – Religion- Halal Concept– Controversy
• Conclusion
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Brand Building
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A Notion of Beauty in A Notion of Beauty in MalaysiaMalaysia
Brown is NOT Beautiful?• Cultural Attitudes amongst Malays
– Fair skin is idolised
• Malay traditional customs• Fair skin = status ?• Western stereotype of beauty
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The Notion of Beauty in The Notion of Beauty in Malaysia (cont.)Malaysia (cont.)
• Personal healthcare and cleanliness – an integral part of the customs of the Malay community.
• Malay cultural heritage has added value to Malaysian beauty products, and simultaneously shaped the branding of indigenous knowledge of herbs.
• Good health is also closely associated with any notion of beauty.
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The Notion of Beauty in The Notion of Beauty in Malaysia (cont.)Malaysia (cont.)
• Personal healthcare and cleanliness – an integral part of the customs of the Malay community.
• Malay cultural heritage has added value to Malaysian beauty products, and simultaneously shaped the branding of indigenous knowledge of herbs.
• Good health is also closely associated with any notion of beauty.
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The Notion of Beauty in The Notion of Beauty in Malaysia (cont.)Malaysia (cont.)
Indigenous knowledge has not been displaced by foreign influences
Became a catalyst for Malaysian beauty companies to gain an added advantage over their Western competitors.
Product differentiation: These companies effectively differentiate their products from the Western competition.
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Malaysian Homegrown Malaysian Homegrown Beauty CompaniesBeauty Companies
• Family Firms– Founder/manager : Women– Family members
• Medium-sized ventures• Parent company with subsidiaries
(manufacturing/plantation)
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Home-based to shop-front Home-based to shop-front businessesbusinesses
Single Level Single Level MarketingMarketing
StockistsStockists
DistributoDistributorsrs(Domestic market)(Domestic market)
Main Main DistributorsDistributors
(International (International market)market)
Word of mouth
evangelism
Bio-Bio-networnetwor
ksks
beauty beauty productsproducts
health food productshealth food productslifestyle productslifestyle products
Diversifying from beauty-based to lifestyle companies
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Rationale for Selection Rationale for Selection of Case Studiesof Case Studies
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Nusantara’s health and beauty legacy - “because only nature is NR’s
choice”An example of ‘strategic positioning’
against Indonesian competition in carving out a niche market in the same product
category
NONA ROGUYNONA ROGUY
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Meteoric rise of a company through its herbal-based products for health, beauty and lifestyle
SENDAYU TINGGISENDAYU TINGGI
“reaping the goodness of Mother Nature”
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Like many other emerging beauty companies, Natasya is an example of a new-comer in the overcrowded beauty market.
NATASYANATASYA
“to restore your appeal and beauty”
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Company Case StudiesCompany Case Studies
Origins and Organisational Structure
Branding StrategiesPricing and marketing strategiesProduct and health servicesResearch and Development
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Findings From Customer Findings From Customer SurveySurvey
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Findings From Customer Findings From Customer SurveySurvey
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ControversyControversy
• ‘Greenwashing’ sin• Beauty products using banned
substances such as hydroquinone• Despite so-called ‘greenwash
scandal’, the demand for these beauty products has remained constant.
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ConclusionConclusion
• Indigenous knowledge of herbs held and diffused by women.
• Women are founders, managers and users of the products
• Family-owned and managed• Masstige pricing strategies
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Conclusion (cont.)• Traditional and cultural practices of personal
healthcare and lifestyle led to a creation of a niche market with an added advantage of indigenous knowledge – to which foreign competition had limited access.– Post-natal Care
• Branding of beauty products amongst home-grown beauty companies in Malaysia revolves around cultural and religious identity.
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Conclusion (cont.)
• Indigenous knowledge and cultural specific branding can be a potent weapon to meet the challenges merging in the global herbal sector.
• Malaysia, through its home grown beauty companies, is well poised to position itself as the leading producer of beuaty products both locally and in a number of Muslim countries.
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