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mySmink part II: Mastering marketing for global shoppers

By Natasha Spencer

- Last updated on GMT

mySmink Malaysia

Related tags: Social media, Marketing

In our second look at the new beauty player on the digital Malaysian marketplace, we profile mySmink’s business and marketing strategy to explore how it plans to harness its introduction and growth.

Tools, platforms and channels

As with any emerging brand, mySmink is currently “aggressively pushing for online sales and marketing”.

The beauty platform plans to utilise tools and channels such as social media including Instagram and Facebook platforms, as the brand believes social media is an “undeniably powerful force for businesses and consumers”.

mySmink commented that it consolidates Instagram with its portal in a bid to create an easy-to-use and appealing customer experience.

With prices ranging from RM 13 (€2.60) to mid-range at almost RM 300 (€60), the newly-unveiled Malaysian name is also actively prioritising offline marketing activities including pop-up stores, events and exhibitions.

Knowing the target market

As part of its mid-term strategy, mySmink continues to raise its profile by building relationships with local names to develop and diversify its portfolio of products available.

To also build brand awareness, mySmink is collaborating with existing brands to create joint ventures and partnerships. It is also utilising well-known beauty experts, celebrities and social media influencers to generate brand loyalty.

mySmink has also established a customer rewards loyalty programme called Sminkbits to appeal to returning customers and help increase retention levels. The brand will also be introducing a friend referral experience to encourage customer experience levels. 

While mySmink gears its product portfolio towards “anyone who loves makeup, fashion and taking care of their skin”​, the brand’s core target audiences are tech-savvy women and men aged 18 to 55.

Commenting on how there will soon be a category specifically advertising male cosmetics items on the site, the founders state: “Although the majority of our target consumers would naturally be women, we are not sidelining men as well. Men in this era are just as good at maintaining their appearance as their counterpart!”

Communicating the brand

The new beauty community is using several clear and consistent marketing messages to ensure it resonates strongly with Malaysian and Asia-Pacific (APAC) customers. Its one-stop beauty marketplace has been built on a single unified platform, and therefore the brand emphasises how it is an accessible, easy-to-use purchasing process.

In addition, the brand is committed to authenticity, showcasing 100% genuine original products directly sourced from the beauty brands themselves. These include a separate halal category that contains genuine and halal-certified items by JAKIM or other recognised international authorities.

Education and discovery play a significant role in mySmink’s storytelling efforts. Every product for sale on the e-commerce site lists product information and tips on how to apply the product. 

To create loyalty within the marketplace, mySmink also relies on a “personalised touch”​ to provide sought-after customer service, free consultation and beauty advice.

Five years from now

Looking ahead, mySmink plans to expand beyond showcasing and offering only make up brands to “become Asia's leading beauty platform that is not only a purveyor of cosmetics, skin care, hair care and body care but also one that teaches and inspires,”​ the company enthused.

As it hopes to enhance the awareness and accessibility of Asian brands to global audiences, once achieved, it will then consider opening a brick and mortar store to maximise the consumer shopping experience.

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