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

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

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”

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

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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