

Jurnal Sarjana 28 2 Dis 13 13 Mac


GOING GLOBAL: BRANDING STRATEGIES 
IN THE MALAYSIAN BEAUTY INDUSTRY

Shakila Yacob & Rosilawati Zainol1

Abstract

!"#$%&'#%()*&%+#,)+#%-.&/.-*%.0%1#)2&3%')"#%1##-%2-+#$4./-4%*/4-/5,)-&%&$)-*0.$6)&/.-%
/-%7)8)3*/)9%:'$.24'%/-&#$"/#;*%;/&'%6)-)4#$*%)-+%.;-#$*%/-%&'$##%#6#$4/-4%1#)2&3%
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&'#%0.2-+#$*<%6)-)4#$*%)-+%2*#$*%.0%&'#%($.+2,&*@%)-+%&')&%&'#*#%,.6()-/#*%)$#%0)6/83A
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)**#$&*%&')&%13%2&/8/=/-4%/-+/4#-.2*%?-.;8#+4#%)-+%)((#)8/-4%&.%,28&2$)8%)-+%$#8/4/.2*%
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+.6/-)&#+%13%0.$#/4-%628&/-)&/.-)8*9

Keywords>%E#)2&3<%E$)-+%E2/8+/-4<%D-+/4#-.2*%F-.;8#+4#<%C#8/4/.-<%G)8)8<%H#-+#$<%
I#"#8.(/-4%J,.-.6/#*

Malaysia ­ A Notion of Beauty: Brown is Not Beautiful?

:'#%-.&/.-%.0%1#)2&3%)6.-4*&%/-+/4#-.2*%7)8)3*%K.$%6)-3%.&'#$%L*/)-*%0.$%&')&%
6)&&#$M%')*<%#"#-%/-%($#A,.8.-/)8%&/6#*<%1##-%#N2)&#+%;/&'%')"/-4%0)/$%.$%8/4'&%*?/-9%
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1#)2&39%O'/8*&%*.6#%7)8)3*%6)3%$#8)&#%&'#%/+#)%.0%1#/-4%0)/$A*?/--#+%&.%*&)&2*<%.&'#$*%
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;/&'%)%-.&/.-%.0%1#)2&3<%($.+2,&*%')"#%)8*.%1##-%&)/8.$#+%&.%02858%&'#%*(#,/5,%'#)8&'%
-##+*%.0%2*#$*%)-+%()$&/,28)$83%0.$%7)8)3%;.6#-%;'.%,.-*&/&2&#%&'#%128?%.0%,.-*26#$*%
of these products KH."#$-6#-&%.0%7)8)3*/)%STTTM. 

E3%#B(8./&/-4%&'#/$%8.,)8%/-+/4#-.2*%?-.;8#+4#%.0%'#$1*%A%?-.;8#+4#%;'/,'%)86.*&%
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/-&#$-)8%)-+%#B&#$-)8%2*#<%($.6.&/-4%-.&/.-*%.0%1#)2&3%0$.6%;/&'/-%)*%;#88%)*%;/&'.2&9%
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Sarjana
Vol. 28, No. 2, Disember 2013, pp. 65­64.

Jurnal Sarjana Shakila 5.indd   65 13/03/2014   9:03:41


Shakila Yacob, Rosilawati Zainol66

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products enjoy an edge because they are guaranteed to be halal<%&.%')"#%028588#+%,#$&)/-%
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principles. 

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that have genuinely used indigenous knowledge and indigenous herbal products.   

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Jurnal Sarjana Shakila 5.indd   66 13/03/2014   9:03:41


Going Global: Branding Strategies In The Malaysian Beauty Industry 67

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reaching a global audience.

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industries have also been successful in capitalising on indigenous knowledge to produce 
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*2,'%)*%(.*&A-)&)8%,)$#9%

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concept of halal<%.0%1#/-4%,8#)-%)-+%(2$#9%D-%&'/*<%0.$%7)8)3*<%7)8)3*/)-%1#)2&3%($.+2,&*%
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Jurnal Sarjana Shakila 5.indd   67 13/03/2014   9:03:41


Shakila Yacob, Rosilawati Zainolda

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such as Mingguan Wanita<%Jelita<%Anggun and Rapi. 

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Jurnal Sarjana Shakila 5.indd   68 13/03/2014   9:03:41


Going Global: Branding Strategies In The Malaysian Beauty Industry dT

1#)2&3%,.6()-/#*<%/*%)-%#B)6(8#%.0%)%-#;A,.6#$%/-%)-%)8$#)+3%."#$,$.;+#+%,.*6#&/,%
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Malaysian Beauty Companies – Origins and Organisational Structure

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distributors and branches spread throughout the country and even across borders. 
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Jurnal Sarjana Shakila 5.indd   69 13/03/2014   9:03:41


Shakila Yacob, Rosilawati Zainol`X

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Jurnal Sarjana Shakila 5.indd   70 13/03/2014   9:03:41


Going Global: Branding Strategies In The Malaysian Beauty Industry `S

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Jurnal Sarjana Shakila 5.indd   71 13/03/2014   9:03:41


Shakila Yacob, Rosilawati Zainol`W

&'#3%)$#%-.;%)8*.%)((#)8/-4%&.%)%3.2-4#$<%6.$#%0)*'/.-%,.-*,/.2*%4#-#$)&/.-9%])&)*3)%
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and freshness. 

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)-+%6)$?#&/-4%,)()1/8/&/#*9%]C%)-+%R#-+)32%:/-44/%$#($#*#-&%&'#%'.6#4$.;-%0)6/83%
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Marketing and Pricing Strategies 

L%$)-+.6%*2$"#3%;)*%,.-+2,&#+%/-%&'#%F8)-4%i)88#3<%7)8)3*/)%;/&'%SSS%7)8)3*/)-%
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8.,)8%'#$1*%)*%*2,'%'#$1A1)*#+%($.+2,&*%/-%7)8)3*/)%+.%4#-#$)883%)&&)/-%&.%halal standard.

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Jurnal Sarjana Shakila 5.indd   72 13/03/2014   9:03:41


Going Global: Branding Strategies In The Malaysian Beauty Industry `c

22 

 
Appendix

 
Fig Error! Main Document Only.Factors affecting choice of beauty products 

 
Y/42$#%S9%Y),&.$*%)00#,&/-4%,'./,#%.0%1#)2&3%($.+2,&*

23 

 
Fig Error! Main Document Only. Factors affecting choiceof beauty products by age 

 
Fig Error! Main Document Only. In­house model, Rozita Ibrahim, the CEO and founder 

of Sendayu Tinggi 

 
Y/42$#%W9%Y),&.$*%)00#,&/-4%,'./,#%.0%1#)2&3%($.+2,&*%13%)4#

Jurnal Sarjana Shakila 5.indd   73 13/03/2014   9:03:41


Shakila Yacob, Rosilawati Zainol`e

)-+%($.+2,&*%6)$?#&#+%;/&'%&'#%halal%8)1#8%KH$#4.$3<%C9%_%O/#,'6)-%WXXWM9%L-+%&'#%
*2,,#**%/-%&'#%,.*6#&/,*%.$%1#)2&3%/-+2*&$3%+#(#-+*%.-%12*/-#**%*&$)&#43%)-+%1$)-+%
/6)4#*%&')&%)$#%/-%&2-#%;/&'%6.+#$-/&3%)-+%-)&/.-)8%/+#-&/&3<%;/&'%&'#%8)&&#$%1#/-4%
,8.*#83%$#8)&#+%&.%1$)-+%/+#-&/&3%K^2/4%WXXcM9%

23 

 
Fig Error! Main Document Only. Factors affecting choiceof beauty products by age 

 
Fig Error! Main Document Only. In­house model, Rozita Ibrahim, the CEO and founder 

of Sendayu Tinggi 

 
Y/42$#%c9%D-A'.2*#%6.+#8<%
C.=/&)%D1$)'/6<%&'#%PJ!%
and founder of Sendayu 
Tinggi

24 

 
Fig Error! Main Document Only. Natasya’s model with a Muslim garb 

 
Fig Error! Main Document Only. Islamic symbol and color for Natasya’s brand logo 

!

 
24 

 
Fig Error! Main Document Only. Natasya’s model with a Muslim garb 

 
Fig Error! Main Document Only. Islamic symbol and color for Natasya’s brand logo 

!

 
Y/42$#%e9%])&)*3)\*%
6.+#8%;/&'%)%72*8/6%
garb

Y/42$#%f9%D*8)6/,%*361.8%
)-+%,.8.$%0.$%])&)*3)\*%
brand logo

The fact that these products are halal<%'.;#"#$<%+.#*%-.&%6#)-%&')&%&'#3%)$#%
)(($.($/)&#%#B,82*/"#83%0.$%&'#%72*8/6%,.662-/&39%].-A72*8/6%,.-*26#$*%6)3%)8*.%
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:.%6)B/6/*#%*)8#*%)-+%/-,$#)*#%1$)-+%($#*#-,#<%]C%')*%2*#+%+/$#,&%6)$?#&/-4%
"/)%*&.,?/*&%)-+%+/*&$/12&.$%-#&;.$?*<%(#$*.-)8%*#88/-4%"/)%'#)8&'%,#-&$#*%)-+%&$)/-/-4%
*#**/.-*<%*)8#*%($.6.&/.-*%)-+%.&'#$%#"#-&*9%D-*&#)+%.0%8/-/-4%&'#%*'#8"#*%.0%(')$6),/#*%
)-+%*#88/-4%."#$%&'#%,.2-&#$<%]C%')*%1)-?#+%.-%)%1/.-#&;.$?%.0%+/$#,&%6)$?#&/-4%)-+%
&'#$#13%*)"/-4%.-%)++/&/.-)8%+/*&$/12&/.-%,.*&*9%D-%7)8)3*/)<%&'#%,.6()-3%')*%ecX%
*&.,?/*&*%*#$"/-4%6.$#%&')-%SXX<XXX%6#61#$*<%;'/8#%/-%.&'#$%$#4/.-)8%)-+%/-&#$-)&/.-)8%
6)$?#&*%*2,'%)*%R/-4)(.$#<%E$2-#/%)-+%&'#%7/++8#%J)*&<%]C%)((./-&*%6)*&#$%+/*&$/12&.$*<%
who in turn have their own networks for distributing products and services. Workshops 
on the art and science of traditional healing are also conducted to provide a holistic view 
.0%&'#%&$)+/&/.-)8%]2*)-&)$)%6.+#%.0%'#)8/-49%]C%,8)/6*%&')&%*/-,#%STTc%&'.2*)-+*%.0%
/&*%6#61#$*%)-+%'#)8&'%#-&'2*/)*&*%')"#%1##-%&$)/-#+%/-%&'#%)$&%.0%'#$1)8%'#)8/-4%)-+%
&$#)&6#-&%2*/-4%8.,)8%'#$1*%)-+%*(/,#*9

O/&'/-%5"#%3#)$*%.0%/&*%)((#)$)-,#%.-%&'#%+.6#*&/,%*,#-#<%R#-+)32%:/-44/%')*%
6)-)4#+%&.%(#-#&$)&#%&'#%$#4/.-)8%6)$?#&%"/)%,.2-&$/#*%*2,'%)*%R/-4)(.$#<%E$2-#/%)-+%
73)-6)$<%)*%;#88%)*%&'#%V-/&#+%L$)1%J6/$)&#*%)-+%L2*&$)8/)9%R#-+)32%:/-44/%-.;%
')*%6.$#%&')-%WXX%$#4/*&#$#+%*&.,?/*&*%;/&'%Sf%1$)-,'#*%-)&/.-;/+#%)-+%/-%#"#$3%*&)&#<%
/-,82+/-4%R)1)'%)-+%R)$);)?9%D&*%Z)4*'/(%*&.$#%/-%+.;-&.;-%F2)8)%g26(2$%')*%&'#%
6)?/-4*%.0%)%')886)$?%.0%,8)**%)-+%*.('/*&/,)&/.-<%-.&%2-8/?#%J8/=)1#&'%L$+#-\*%C#+%
I..$%*/4-)&2$#%*)8.-*%0.2-+%/-%&'#%6)U.$%,/&/#*%/-%&'#%VR9%

Jurnal Sarjana Shakila 5.indd   74 13/03/2014   9:03:41


Going Global: Branding Strategies In The Malaysian Beauty Industry `f

L8&'.24'%R#-+)32%:/-44/\*%1$)-+%/6)4#%/*%&')&%.0%&$)+/&/.-)8%'#$1)8A1)*#+%
&$#)&6#-&*<%/&*%)(($.),'%&.%6)$?#&/-4%/*%,.-&#6(.$)$3%)-+%/--.")&/"#9%:.%,$#)&#%
1$)-+%);)$#-#**<%$#,.4-/&/.-%)-+%$#,)88<%&'#%,.6()-3%')$-#**#*%/-$)&#+%6)$?#&/-4%
,.662-/,)&/.-%&..8*%*2,'%)*%+/$#,&%6)$?#&/-4<%(#$*.-)8%*#88/-4<%)+"#$&/*/-4<%)-+%
(218/,/&39%L()$&%0$.6%/&*%;#1*/&#<%&'#%,.6()-3%)8*.%)+"#$&/*#*%;##?83%/-%8.,)8%7)8)3%
+)/8/#*%)-+%;##?83%;.6#-\*%6)4)=/-#*%*2,'%)*%Mingguan Wanita, Jelita and Rapi9%D-%
)++/&/.-<%&'#%,.6()-3%123*%,.66#$,/)8%*(.&*%.-%8.,)8%&#8#"/*/.-%*&)&/.-*%)-+%*(.-*.$*%
;.6#-%($.4$)66#*%*2,'%)*%Anggun Ayu%.-%)%0$##A&.A)/$%,')--#89%

])&)*3)%')*%.0&#-%,8)/6#+%&')&%/&%/*%&'#%8)$4#*&%1#)2&3%($.+2,#$%/-%7)8)3*/)%/-%&#$6*%
.0%*)8#*%".826#<%)8&'.24'%&'/*%/*%+/05,28&%&.%"#$/03%)*%6)-3%.0%&'#*#%-#;%,.6()-/#*%0)/8%
&.%+#,8)$#%&'#/$%($.5&*%&.%&'#%C#4/*&$)$%.0%P.6()-/#*<%($#0#$$/-4%&.%()3%)%5-#%$)&'#$%
&')-%+/*,8.*#%&'#/$%*)8#*%542$#*%)*%,8)/6#+%13%b)*-3%!&'6)-%KE$)-+/-,%WXX`M9%])&)*3)\*%
products are said to sell like goreng pisang panas%.$%'.&%1)-)-)%0$/&&#$*9%D-%,.-&$)*&%&.%
#/&'#$%]C%.$%R#-+)32%:/-44/<%])&)*3)%-.;%')*%/&*%.;-%6#+/)%(8)--#$%;'.%($#()$#*%
&'#%6#+/)%*,'#+28#<%12+4#&%)-+%123/-4%.0%6#+/)%*(),#%)-+%)/$&/6#9%:'#%,.6()-3\*%
)+"#$&/*/-4%#B(#-+/&2$#%0.$%WXX`<%0.$%#B)6(8#<%;)*%)(($.B/6)&#83%C7W%6/88/.-%0.$%
1.&'%,.-&$),&2)8%)-+%)+A'.,%6#+/)%123/-49%D-%&#$6*%.0%6#+/)%6/B<%&'#%*#8#,&/.-%/*%;/+#%
$)-4/-4%0$.6%($/-&%&.%1#8.;A&'#A8/-#%)+"#$&/*#6#-&*9%])&)*3)\*%$)+/.%)+"#$&/*#6#-&*%
')"#%1##-%'#)$+%.-%")$/.2*%$)+/.%*&)&/.-*%)-+%/&*%:i%,.66#$,/)8*%)((#)$#+%.-%)%
(218/,%,')--#89%:'#$#%/*%)%8#**%+/$#,&%"/*2)8%($#*#-,#%.2&+..$*%/-%&'#%6.$#%&$)+/&/.-)8%
)+"#$&/*/-4%*(),#*%(#$')(*<%)8&'.24'%&'#$#%/*%)%1/881.)$+%/-%R2-4#/%̂ #&)-/%)-+%)%-261#$%
.0%*/4-)4#*%)$.2-+%&'#%F8)-4%i)88#3%2$1)-%6)$?#&%,#-&$#9%:'#%1$)-+%)8*.%$#),'#*%.2&%
&.%,.662&#$*%"/)%&$)-*/&%)+"#$&/*#6#-&*%&')&%;$)(%)$.2-+%&'#%8/4'&%$)/8%&$)/-*%(83/-4%
&'#%F2)8)%g26(2$%$.2&#*9%

])&)*3)%')*%#*&)18/*'#+%4..+%6#+/)%$#8)&/.-*%&')&%')"#%#)$-#+%0$##%6#+/)%(218/,/&3%
"/)%;$/&#A2(*%/-%7)8)3%(218/,)&/.-*%*2,'%)*%Utusan Malaysia and Harian Metro9%D-%
)++/&/.-<%])&)*3)%')*%)%,2*&.6#$%8.3)8&3%($.4$)6<%;'#$#13%&'#%,.6()-3%.00#$*%$#02-+*%
.-%$#&2$-#+%1.&&8#*%&.%*&/628)&#%$#(#)&%(2$,')*#9%D&%)8*.%'.8+*%$#428)$%;.$?*'.(*%0.$%
*&.,?/*&*<%+/*&$/12&.$*%)-+%,2*&.6#$*9%g/?#%6.*&%.&'#$%7)8)3*/)-%1#)2&3%1$)-+*<%])&)*3)%
$#8/#*%.-%/-A'.2*#%*(.?#*(#.(8#<%0$.6%&'#%0.2-+#$%&.%'#$%+)24'&#$<%+)24'&#$A/-A8);<%
*/*&#$A/-A8);%)-+%-/#,#9 ])&)*3)%)8*.%)+.(&*%)%6)**&/4#%)(($.),'%&.%($/,/-4<%)*%;#88%)*%
($/,#%8/-/-4<%,')$4/-4%+/00#$#-&%($/,#*%0.$%+/00#$#-&%($.+2,&%$)-4#*9

Conclusion

Indigenous knowledge, beauty products and social development
D-+/4#-.2*%?-.;8#+4#%/*%-.&%.-83%()$&%.0%-)&/.-)8%'#$/&)4#%)-+%($/+#<%12&%)8*.%)%*.2$,#%
.0%#6(.;#$6#-&%)-+%)%&..8%0.$%*.,/)8%+#"#8.(6#-&%KL4$);)8%_%L$2-%WXXWM9%D-%6)-3%
()$&*%.0%&'#%+#"#8.(/-4%;.$8+<%*2,'%)*%/-%&'#%,.-&/-#-&*%.0%L0$/,)%)-+%L*/)<%/-+/4#-.2*%
?-.;8#+4#%')*%8/0&#+%6)-3%.2&%.0%(."#$&3%13%($."/+/-4%)%*&#)+3%*.2$,#%.0%/-,.6#%
KO.3&#?<%R'$.00A7#'&)<%_%7.')-%WXXeM9%D-+/4#-.2*%?-.;8#+4#%)8*.%,.-*&/&2&#*%)%(.;#$%
.0%$#*/*&)-,#%&.%+.6/-)-&%*&#$#.&3(#*%0$.6%&'#%O#*&<%)-+%&'#%1/$&'%.0%[#)*3%&.%/+#-&/03%
;/&'\%1$)-+*9%D-%)++/&/.-<%&'#%/-,.$(.$)&/.-%.0%$#8/4/.2*%*361.8/*6%/*%*.6#&'/-4%&')&%
')*%-.&%1##-%#B(8./&#+%13%48.1)8%1$)-+*9%:$)-*A-)&/.-)8%*#46#-&)&/.-%1)*#+%.-%$#8/4/.2*%
*361.8/*6%)-+%-.&%*.%62,'%.-%-)&/.-)8/&3%/*%,8#)$83%)%6#)-/-4028%&$#-+9%:'#%'.8/*&/,%
)(($.),'%)-+%&'#%,.-,#(&%.0%/-&#$-)8%1#)2&3%)$#%($#A,.8.-/)8<%12&%,)-%4/"#%6#)-/-4%0.$%

Jurnal Sarjana Shakila 5.indd   75 13/03/2014   9:03:41


Shakila Yacob, Rosilawati Zainol76

;'/,'%(.*&A/-+2*&$/)8%,.-*26#$*%)$#%8..?/-4%0.$<%*244#*&/-4%(.&#-&/)8%0.$%/-&#$-)&/.-)8%
+/*&$/12&/.-%&.%,')88#-4#%#*&)18/*'#+%1$)-+*9%^#$')(*%6.*&%/6(.$&)-&83<%/-+/4#-.2*%
?-.;8#+4#%#6(.;#$*%;.6#-%)-+%#-')-,#*%&'#/$%*.,/)8%(.*/&/.-%13%($."/+/-4%)%*&$.-4%
*.2$,#%.0%/-,.6#%)-+%*.,/)8%/+#-&/&3%)*%,$2,/)8%,.-*#$"#$*%.0%,28&2$#9

:'#%#6#$4#-,#%.0%8.,)8%1$)-+*%&)((/-4%/-&.%/-+/4#-.2*%?-.;8#+4#%)-+%#6(8.3/-4%
6.+#$-%6)-)4#6#-&%)-+%6)$?#&/-4%&#,'-/N2#*%&.%*#88%)-+%+/*&$/12&#%1#)2&3%($.+2,&*%
/*%)%&$#-+%&')&%;/88%,.-&/-2#%&.%4$.;%/-%+#"#8.(/-4%,.2-&$/#*%/-,82+/-4%7)8)3*/)9%:'2*<%
/-+/4#-.2*%?-.;8#+4#%/*%)%(.&#-&%0),&.$%/-%,.-&$/12&/-4%&.%($.5&%6)$4/-%)-+%6)$?#&%
(#-#&$)&/.-<%)*%')*%1##-%($."#-%/-%&'#%,)*#*%.0%&'#%]C<%R#-+)32%:/-44/%)-+%])&)*3)9%
:'#%[628&/(8/#$%#00#,&\%.24'&%-.&%&.%1#%."#$8..?#+%0.$%)*%&'#%+#6)-+%/-%&'#%6)$?#&%
4$.;*<%($.+2,&/.-%,)(),/&3%)-+%6)$?#&/-4%)-+%+/*&$/12&/.-%-#&;.$?/-4%#-&)/8*%02$&'#$%
#6(8.36#-&%.((.$&2-/&/#*>%&'#%*2((83%,')/-%)+U2*&*%&.%&'#%$/*#%/-%+#6)-+9%G#-,#<%8.,)8%
1#)2&3%,.6()-/#*<%+#*(/&#%1#/-4%*6)88<%)$#%(/".&)8%/-%1..*&/-4%#,.-.6/,%4$.;&'%)-+%(8)3%
)%,$2,/)8%$.8#%/-%*&)1/8/*/-4%&'#%-)&/.-\*%$#8/)-,#%.-%)-%#B(.$&A4$.;&'%6.+#89%L*%*2,'<%
&'#%,.-&$/12&/.-%.0%&'#%,.6()-/#*%($.+2,/-4%1#)2&3%($.+2,&*%,)--.&%1#%2-+#$#*&/6)&#+%
1.&'%/-%&'#%8.,)8%6)$?#&%)-+%/-%&'#/$%($#*#-,#%/-%/-&#$-)&/.-)8%6)$?#&*9%%

E)*#+%.-%&'#%)-)83*/*%.0%&'#%&'$##%8.,)8%1#)2&3%($.+2,&%,.6()-/#*%/-%&'/*%()(#$<%
/&%,)-%1#%)$42#+%&')&%/--.")&/"#%6)-)4#$/)8%*3*&#6*%6)3%-.&%1#%*2,'%)%,$2,/)8%0),&.$%
/-%+#&#$6/-/-4%*'.$&A&#$6%*2,,#**%0.$%*2,'%,.6()-/#*%&.%&)(%/-&.%&'#%,.6(#&/&/"#%)-+%
."#$,$.;+#+%7)8)3*/)-%1#)2&3%6)$?#&9%:'#*#%,.6()-/#*%;#$#%N2/,?%&.%,)(/&)8/*#%.-%
&'#%8),?%.0%#B/*&#-,#%.0%8.,)8%($.+2,#$*%2*/-4%/-+/4#-.2*%-)&2$)8%'#$1*%/-%&'#%1#)2&3%
6)$?#&%)-+%$#*#)$,'%5-+/-4*%*244#*&%&')&%&'#/$%*2,,#**%+#(#-+#+%.-%')"/-4%)%'/4'83%
#05,/#-&%6)-)4#6#-&%*3*&#6%;'/,'%6)+#%2*#%.0%/-+/4#-.2*%'#$1)8%?-.;8#+4#%'#8+%13%
;.6#-9%D-+##+<%)*%')*%1##-%*&)&#+<%/&%;)*%;.6#-%;'.%;#$#%&'#%0.2-+#$*<%6)-)4#$*%
and users of the beauty products. 

])&)*3)<%R#-+)32%:/-44/%)-+%]C%)88%($),&/,#+%;')&%/*%%&#$6#+%)*%[,28&2$)8%)-+%
#6.&/.-)8%1$)-+/-4\%KH.1#<%7)$,<%_%k36)-%WXXS@%G.8&%WXXeM<%)%"/$&2)883%2-/N2#%
48.1)8%)(($.),'%;'/,'%)++*%")82#%&.%7)8)3*/)\*%-)&/.-)8%1$)-+/-4%*&$)&#439%L88%&'$##%
,.6()-/#*%2*#+%*/6/8)$%($/,/-4%*&$)/#*%&)$4#&/-4%&'#%4$.;/-4%6/++8#%,8)**%(.(28)&/.-9%
L8&'.24'%]C%1#)2&3%)-+%'#)8&',)$#%($.+2,&*%;#$#%6)$?#&#+%)*%+#$/"/-4%0$.6%6.$#%
($/"/8#4#+%/-+/4#-.2*%*.2$,#*<%&'#3%;#$#%-.&%&)$4#&#+%)&%&'#%2((#$%7)8)3%,8)**9%])&)*3)<%
R#-+)32%:/-44/%)-+%]C%'#8+%.-%&.%&'#%&$)+/&/.-)8%)-+%,28&2$)8%($),&/,#*%/-,82+/-4%
$#8/4/.-%.0%(#$*.-)8%'#)8&',)$#%)-+%/-%&2$-<%($.6.&#+%*2,'%($),&/,#*%"/)%&'#/$%'#)8&'%
,#-&$#*%;'/,'%-.;%')"#%)%8)$4#%,8/#-&#8#%0$.6%)88%*#46#-&*%.0%&'#%7)8)3*/)-%*.,/#&39%

D-+/4#-.2*%?-.;8#+4#%)-+%,28&2$)883%*(#,/5,%1$)-+/-4%,)-%1#%)%(.&#-&%;#)(.-%
&.%6##&%&'#%,')88#-4#*%#6#$4/-4%/-%&'#%48.1)8%'#$1)8%*#,&.$9%7)8)3*/)<%&'$.24'%/&*%
'.6#4$.;-%1#)2&3%,.6()-/#*<%/*%;#88A(./*#+%&.%(.*/&/.-%/&*#80%)*%&'#%8#)+/-4%($.+2,#$%
.0%1#)2&3%($.+2,&*%1.&'%8.,)883%)-+%/-%)%-261#$%.0%($/-,/()883%72*8/6%,.2-&$/#*9%

Note
S% %R')?/8)%Q),.1%/*%)-%)**.,/)&#%($.0#**.$%)&%&'#%I#()$&6#-&%.0%G/*&.$3<%Y),28&3%.0%L$&*%)-+%
R.,/)8%R,/#-,#*<%V-/"#$*/&3%.0%7)8)3)9%C.*/8);)&/%k)/-.8%/*%)%*#-/.$%8#,&2$#$%&'#%I#()$&6#-&%
.0%V$1)-%_%C#4/.-)8%^8)--/-4<%Y),28&3%.0%E2/8+%J-"/$.-6#-&<%V-/"#$*/&3%.0%7)8)3)9

Jurnal Sarjana Shakila 5.indd   76 13/03/2014   9:03:42


Going Global: Branding Strategies In The Malaysian Beauty Industry 77

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Jurnal Sarjana Shakila 5.indd   77 13/03/2014   9:03:42


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Jurnal Sarjana Shakila 5.indd   78 13/03/2014   9:03:42