Made To Stand Out?

Vel­vet Van­ity Cos­met­ics owner Adlina Nadi­rah tells CLEO what makes a brand unique in a sat­u­rated l ocal beauty in­dustr y.

CLEO (Malaysia) - - CONTENTS -

The founder of Vel­vet Van­ity Cos­met­ics spills the tea on how she built her em­pire

Bac kin 2016, there weren’t many lo­cal beauty brands t hat were fresh, young, af­ford­able and unique in the mar­ket. It sparked the idea for me to cre­ate a home­grown beauty brand, which I named Vel­vet Van­ity Cos­met­ics. When Vel­vet Van­ity first launched, it was def­i­nitely a strug­gle to con­vince our au­di­ence and po­ten­tial cus­tomers to be­lieve in our prod­ucts and our brand.

It took time for us to build a strong re­la­tion­ship with our cus­tomers. How­ever, as time passed by, t he per­cep­tion of be­ing one of the first lo­cal beauty brands in the mar­ket with great, qual­ity prod­ucts and ex­cel­lent cus­tomer ser­vice made a huge dif­fer­ence. The thing I’ ve no­ticed? How much mil­len­ni­als and young peo­ple on the in­ter­net love lo­cal beauty brands, and how this love has flour­ished. In just as pan of a year, so many lo­cal beauty brands were cre­ated to com­pete with oth­ers. Where we are right now? The Malaysian beauty in­dus­try is ex­tremely sat­u­rated.

As a brand owner, I feel brand iden­tity must be con­sis­tent, and it is very im­por­tant. The cos­met­ics mar­ket in Asia has ex­panded ex­po­nen­tial ly, and if you’ve no­ticed, t he amount of lo­cal cos­metic brands in Malaysia have also been ris­ing, and it in­cludes ev­ery­thing—skin­care and make-up to lu xe and those with mass ap­peal. I be­lieve unique brand po­si­tion­ing played (and cur­rently plays) a ma­jor role f or Vel­vet Van­ity. Build­ing a strong brand iden­tity is still a must when we wanted to set us apart from other brands. Just like your per­sonal iden­tity makes you uniquely you, your brand iden­tity is t he spe­cial ‘ sauce’ of your busi­ness t hat makes you stand out, and sets you apart.

As I was set­ting up a busi­ness in this coun­try, I re­alised many con­sumers are in the mid­dle-to lower-in­come brack­ets, as most lo­cal con­sumers look form ass- pro­duced, eas­ily reach­able and af­ford­able prod­ucts.

What I’ ve also no­ticed is that Malaysian beauty brands tend to use a “per­sonal re­sellers pro­gram” —but this isn’ t the case for us. Here’s the rea­son: For the brands who do opt for these types of pro­grams, I know it’ s done for the sake of mak­ing a quick sale, rather than ful­fill the needs of the lo­cal con­sumer. I felt that for Vel­vet Van­ity, it was more im­por­tant to cre­ate an ex­cel­lent buy­ing ex­pe­ri­ence and pro­duce high qual­ity prod­ucts in­stead.

By go­ing down t he “per­sonal re­sellers” route, I find that ex­clu­siv­ity of the brandi sat risk. I per­son­ally be­lieve t hat a brand wants togo into into re­tail should be fo­cus­ing more on cre­at­ing an ex­pe­ri­ence, which will be your ul­ti­mate le­gacy.

At the end of the day, while us­ing tech­niques like hav­ing per­sonal re­sellers might in­crease sales in the short term, it runs counter to t he no­tion of hav­ing

a strong brand. And I strongly be­lieve that con­sumers choose brands that they love. Adlina Nadi­rah is the founder of Vel­vet Van­ity Cos­met­ics (vel­vetvan­i­ty­comset­, a young, fresh lo­cal brand that mil­len­ni­als love.

“As a brand owner, I feel brand iden­tity must be con­sis­tent, and it is very im­por­tant.”

This beauty in­sider spills the T!

Know­ing the tar­get mar­ket, Vel­vet Van­ity Cos­met­ics cre­ated fun, ac­ces­si­ble beauty prod­ucts

Adlina Nadi­rah

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