Interview: How guardian Malaysia's rebrand is redefining the beauty industry

guardian Malaysia is taking beauty to new levels with its recent rebranding. The rebrand welcome users in a new brand purpose - "Own your everyday" - shifting the focus from conventional beauty standards to a more inclusive and empowering vision.

As customers perception of beauty also evolve over time, guardian Malaysia is realising its brand's ambition to revitalise itself and build a more robust portfolio for a new generation of customers. After all, the Malaysian born and bred brand has been around for over half a century since its inception in 1972. 

"Our new brand purpose 'Own your beautiful' marks a bold step forward in renewing guardian's vision and identity with the evolving aspirations of our customers. This refreshed purpose goes beyond external beauty. It celebrates self-care in today's fast-paced world, empowering customers to embrace their unique journeys whilst prioritising their holistic wellbeing," said guardian Malaysia's marketing director, Anna Ng in conversation with A+M.

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"I would also like to emphasise that no other retailer can match us at the same scale and depth we are doing this, and we’re proud to lead the way. We have 57 years of experience," added Ng. 

The rebrand saw the release of a new brand film titled Another beautiful day in Malaysia created in collaboration with creative agency FCB Shout, followed by a launch event at Pavilion Bukit Bintang in Kuala Lumpur. It also saw the unveiling of brand visuals that will soon be featured on outdoor sites and in over 550 guardian outlets across the country.  

In addition, the rebrand introduced the guardian ribbon as a new visual element. It represents guardian's consistent presence in the lives of Malaysians - always there, quietly supporting them in achieving their personal health and beauty goals. It also acts as a visual thread that ties the brand's messaging together, making it instantly recognisable.

When reimagining the brand, guardian Malaysia wanted to break away from the conventional portrayals of perfection that is often seen in glossy magazines and social media. Instead, the health and beauty retailer decided to highlight real people living authentic, relatable moments in their everyday lives.

"Too often, health and beauty conversations focus solely on the end result. Whilst aspirational goals are important, we believe the real story lies in the journey - in the personal growth, struggles, and small wins that make each individual's path unique and human," said Ng.

"This approach led to a refreshed visual identity that is grounded and authentic, delivering the message that 'Own your beautiful' is for everyone, at every stage of their lives," she explained.

With 'Own your beautiful', guardian introduces an empowering brand voice that resonates with Malaysians of all ages and genders. At its core, this vision emphasises the power of the word 'own' and encourages individuals to take control of their beauty and wellbeing journeys through self-care, personal commitment and small meaningful steps. 

This vision is further manifested in the way guardian Malaysia celebrates daily rituals that nurture beauty, wellbeing, self-care, makeup and men's grooming. This includes supporting with a carefully curated selection of the latest, most innovative brands in beauty, health, personal care and wellbeing as well as creating relevant and engaging content to inspire and guide customers on their self-care journeys.

Moving forward, guardian Malaysia consumers can also look forward to ongoing updates on its product offerings that cater to their evolving needs, preferences and interests.

"Today, we embark on this new journey with our customers, introducing guardian's renewed brand ethos: a celebration of individuality, commitment and personal growth," said Ng. 

"Our future campaigns and initiatives will continue to reflect this ethos, empowering every Malaysian to take charge, set fulfilling goals and become the best version of themselves. As we nurture their holistic wellbeing, we hope our customers can look, feel and live better," she added.

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