According to SimplySiti chief Aazief Khalid, the rebranding was aimed at strengthening the company’s position after the COVID-19 pandemic wreaked havoc on its market situation and prospects.
One technique is to tap into a different target demographic, albeit the younger segment of makeup users between the ages of 20 and 30, in 2022. The cosmetics brand is popular among working professionals and 30-year-old mothers. and more.
The firm has launched an inclusive cosmetics line called reflection of perfectionto attract a younger audience. The range includes neutral and warm tones, tans and shades for several products, such as two-way cakes, compacts, foundations, blushes, lipsticks and eyeshadow palettes.
Talks about producing an inclusive lineup began in 2020, but it only managed to get off the ground recently due to the pandemic.
“This new target demographic is more discerning and aware; therefore, we are planning this rebranding to include inclusive cosmetics suitable for different skin tones and races.
“The concept of inclusiveness for all tries to represent the different tones, incorporate various products, and not just highlight conventional SimplySiti cosmetics. They have been reformulated to produce a better look”, Aazief said.
Regarding the potential risk of targeting the segment due to age and income levels, especially during the pandemic, he is confident that SimplySiti’s market share can be expanded and the brand still has a lot to offer.
“There is a lot of room for improvement. We are rethinking product lines and taking a different approach.
“Our prices, for example, lipsticks retailing at RM30 ($7) or RM40 ($9.30), fit the (segment) mold quite well. This demographic group (20 to 30 year olds) represents 28% of our clientele,”he said.
Founded in 2010, SimplySiti is Malaysia’s local brand that aims to maintain its local identity and international appeal in the FMCG market.
SimplySiti, a pun on “simplicity”, was founded by Dato’ Sri Siti Nurhaliza, a very famous singer and one of the most decorated in Asia.
The cosmetics outfit also introduced skincare lines, men’s products and a haircare set.
Additionally, the company intends to introduce more product lines and conduct focus group studies to understand the market this year.
“Ingredients and manufacturing come from diverse sources inside and outside Malaysia. We don’t want to put all our eggs in one basket, but we are trying to move production and supply chain to Malaysia. However, we are diversifying our sourcing from different countries at the moment,” he said.
Products are distributed through conventional retail outlets, such as department stores and pharmacies, and resellers throughout the region.
Prepare to progress
The second rebranding effort is to educate consumers about halal cosmetics.
According to Aazief, halal products are intended not only for Muslims, but can be consumed by anyone.
Halal is a global standard with rigorous processes and a strict standard for beauty products, he added.
Third, the company’s marketing in 2022 will focus more on direct-to-consumer (DTC) and storytelling.
Storytelling, personalized content and marketing campaigns will be executed through online channels like Shopee and focused on sharing what Dato’ Sri Siti Nurhaliza loves.
Fourth, SimplySiti is currently developing an e-commerce platform and bringing together other products, such as singer BeauSiti’s functional drink. The products would then be marketed under a single banner, SimplySiti.
While discussing consumer trends, Aazief noticed a strong demand for takeaway products. He explained that such products could mean smaller sizes and easier storage in bags.
“In the near future, we would like to create more nomadic products that are more compact and easier to transport. Such convenience reflects our current hectic lifestyle, like Dato’ (Sri Siti Nurhaliza), who is always on the go for his appearances.“, did he declare.
In conclusion, he said the industry and consumers could be on the lookout for a “huge event” in October, but wholeheartedly declined to reveal any further details.