Presentation on Branding Beauty

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The use of indigenous knowledge and religion in brand building by beauty entrepreneurs in Malaysia

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Presentation on Branding Beauty

  1. 1. Branding Beauty: Indigenous Knowledge to the Forefront Shakila Yacob University of Malaya
  2. 2. Content <ul><li>Notions of Beauty in Malaysia </li></ul><ul><li>Malaysian Beauty Companies : Three case studies </li></ul><ul><li>How did these companies challenged global brands? </li></ul><ul><ul><li>Indigenous Knowledge </li></ul></ul><ul><ul><li>Religion- Halal Concept </li></ul></ul><ul><ul><li>Controversy </li></ul></ul><ul><li>Conclusion </li></ul>Brand Building
  3. 3. A Notion of Beauty in Malaysia <ul><li>Brown is NOT Beautiful? </li></ul><ul><li>Cultural Attitudes amongst Malays </li></ul><ul><ul><li>Fair skin is idolised </li></ul></ul><ul><li>Malay traditional customs </li></ul><ul><li>Fair skin = status ? </li></ul><ul><li>Western stereotype of beauty </li></ul>
  4. 4. The Notion of Beauty in Malaysia (cont.) <ul><li>Personal healthcare and cleanliness – an integral part of the customs of the Malay community. </li></ul><ul><li>Malay cultural heritage has added value to Malaysian beauty products, and simultaneously shaped the branding of indigenous knowledge of herbs . </li></ul><ul><li>Good health is also closely associated with any notion of beauty. </li></ul>
  5. 5. The Notion of Beauty in Malaysia (cont.) <ul><li>Personal healthcare and cleanliness – an integral part of the customs of the Malay community. </li></ul><ul><li>Malay cultural heritage has added value to Malaysian beauty products, and simultaneously shaped the branding of indigenous knowledge of herbs . </li></ul><ul><li>Good health is also closely associated with any notion of beauty. </li></ul>
  6. 6. The Notion of Beauty in Malaysia (cont.) <ul><li>Indigenous knowledge has not been displaced by foreign influences </li></ul><ul><li>Became a catalyst for Malaysian beauty companies to gain an added advantage over their Western competitors. </li></ul><ul><li>Product differentiation: These companies effectively differentiate their products from the Western competition. </li></ul>
  7. 7. Malaysian Homegrown Beauty Companies <ul><li>Family Firms </li></ul><ul><ul><li>Founder/manager : Women </li></ul></ul><ul><ul><li>Family members </li></ul></ul><ul><li>Medium-sized ventures </li></ul><ul><li>Parent company with subsidiaries (manufacturing/plantation) </li></ul>
  8. 8. Home-based to shop-front businesses Single Level Marketing Stockists Distributors (Domestic market) Main Distributors (International market) <ul><ul><li>Word of mouth evangelism </li></ul></ul>Bio-networks Diversifying from beauty-based to lifestyle companies beauty products health food products lifestyle products
  9. 9. Rationale for Selection of Case Studies 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 <ul><ul><li>NONA ROGUY </li></ul></ul>
  10. 10. Meteoric rise of a company through its herbal-based products for health, beauty and lifestyle SENDAYU TINGGI “ reaping the goodness of Mother Nature”
  11. 11. Like many other emerging beauty companies, Natasya is an example of a new-comer in the overcrowded beauty market. NATASYA “ to restore your appeal and beauty”
  12. 12. Company Case Studies <ul><ul><li>Origins and Organisational Structure </li></ul></ul><ul><ul><li>Branding Strategies </li></ul></ul><ul><ul><li>Pricing and marketing strategies </li></ul></ul><ul><ul><li>Product and health services </li></ul></ul><ul><ul><li>Research and Development </li></ul></ul>
  13. 13. Findings From Customer Survey
  14. 14. Findings From Customer Survey
  15. 15. Controversy <ul><li>‘ Greenwashing’ sin </li></ul><ul><li>Beauty products using banned substances such as hydroquinone </li></ul><ul><li>Despite so-called ‘greenwash scandal’, the demand for these beauty products has remained constant. </li></ul>
  16. 16. Conclusion <ul><li>Indigenous knowledge of herbs held and diffused by women. </li></ul><ul><li>Women are founders, managers and users of the products </li></ul><ul><li>Family-owned and managed </li></ul><ul><li>Masstige pricing strategies </li></ul>
  17. 17. Conclusion (cont.) <ul><li>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. </li></ul><ul><ul><li>Post-natal Care </li></ul></ul><ul><li>Branding of beauty products amongst home-grown beauty companies in Malaysia revolves around cultural and religious identity. </li></ul>
  18. 18. Conclusion (cont.) <ul><li>Indigenous knowledge and cultural specific branding can be a potent weapon to meet the challenges merging in the global herbal sector. </li></ul><ul><li>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. </li></ul>

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