Inclusivity in SimplySiti: Malaysian cosmetics outfit undergoes major rebranding for the post-pandemic era

According to SimplySiti chief Aazief Khalid, the rebranding aimed to bolster the company’s position after the COVID-19 pandemic wreaked havoc on its market situation and outlook.

One technique is to tap into a different target demographic, albeit the younger segment of make-up users aged 20 to 30, in 2022. The cosmetics brand is popular among working professionals and mothers aged 30 and beyond.

The firm has introduced an inclusive cosmetics line named Reflection of Perfection​ to attract a younger audience. The range features neutral and warm tones, tans and shades for several products, like two-way cakes, compacts, foundations, blushers, lip colours and eye shadow palettes.

Talks on producing an inclusivity range began in 2020, but it managed to launch only recently due to the pandemic.

“This new target demographic is more discerning and conscious; therefore, we are planning this rebrand to include inclusive cosmetics to suit different skin tones and races. ​

“The inclusivity-for-all concept tries to represent the different tones, incorporate diverse products, and not just put forth the conventional SimplySiti cosmetics. They have been reformulated to produce a better look,” ​said Aazief.

On 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 that the brand still has much to offer.

“There’s a lot of room for improvement. We are re-looking the product line-ups and taking a different approach. ​

“Our price points, for example, lipsticks retailing at RM30 (USD$7) or RM40 (USD$9.30), fit into the (segment’s) mould quite nicely. This demographic (aged 20 to 30) comprises 28% of our customer base,”​ he said.

Established in 2010, SimplySiti is Malaysia’s homegrown brand that aims to maintain its local identity and international appeal in the FMCG market.

SimplySiti, a wordplay on ‘simplicity’, was founded by Dato’ Sri Siti Nurhaliza, a widely celebrated, and one of the most decorated singers in Asia.

The cosmetics outfit has also introduced skincare lines, men’s products and a haircare set.

Additionally, the firm intends to introduce more product line-ups and conduct focus group studies to understand the market this year.

“The ingredients and manufacturing come from diversified sources within and outside Malaysia. We don’t want to put all our eggs in one basket, but we are attempting to move production and the supply chain within Malaysia. However, we are diversifying our supplies from different countries for now,” ​he said.

The products are distributed via conventional brick-and-mortar retail, like departmental stores and pharmacies, and stockists from all over the region.

Prepare for progress​

The second rebranding effort is to educate consumers on the halal cosmetics.

According to Aazief, halal products are catered not only for Muslims but can be consumed by anybody.

Halal is a worldwide standard with stringent processes and a strict standard in beauty products, he added.

Third, the firm’s marketing in 2022 will be more focused on direct-to-consumer (DTC) and storytelling.

The storytelling, tailored content and marketing campaigns will be executed via online channels like Shopee and focused on sharing what Dato’ Sri Siti Nurhaliza likes.

Fourth, SimplySiti is currently developing an e-commerce platform and uniting other products, such as the singer’s functional beverage BeauSiti. The products would then retail under a single banner, SimplySiti.

When discussing consumer trends, Aazief noticed a high demand for on-the-go products. He explained that such products could mean smaller sizes and easier storage in bags.

“Shortly, we would like to create more on-the-go products, which are more compact and easier to bring around. Such convenience reflects our current hectic lifestyle, like Dato’ (Sri Siti Nurhaliza), who is always on the go for her appearances​,” he said.

In conclusion, he said the industry and consumers could keep a lookout for a “huge event” this October but heartily declined to reveal more details.