Brand Interviews
What are the key strategies and practices that have enabled Safi’s consistent success as the most chosen brand in the Health and Beauty sector?
Safi’s leadership in the Halal Health and Beauty sector stems from a synergistic strategy that integrates deep consumer understanding with relentless innovation. Our consistent success is anchored on three core pillars: Science, Innovation & Culture
Scientific and Halal-Centric Innovation At the heart of our brand is the Safi Research Institute—Malaysia’s largest and most advanced Halal beauty and personal care R&D center. This enables us to deliver products that are not only Halal-certified but also scientifically proven to work effectively on Asian skin. We prioritise high-quality, ethically sourced ingredients to create formulations that offer visible results at an accessible price point. We pioneered the use of premium ingredients like 24K Gold and democratised powerful actives such as AHA, BHA, and Retinol for the Halal mass market.
Deep Cultural Resonance We don’t just cater to the Malaysian market—we are part of its cultural fabric. Our marketing and product development are rooted in local values and traditions. Safi has always been a “Jenama Halal” and a proudly Malaysian-made brand. A key example is our Safi Raya Biasiswa program, a RM1 million scholarship fund for university students launched in 2024. This initiative went beyond a festive campaign, creating real value and strengthening our community ties.
How does Safi continually innovate to meet evolving consumer needs in Malaysia’s Health and Beauty market?
Our innovation pipeline is fuelled by a consumer-first, data-driven approach that anticipates and adapts to the dynamic preferences of Malaysian consumers.
Pioneering Market-Firsts We lead by identifying underserved segments and delivering category-defining innovations. From launching the first-ever dedicated Halal haircare range for Hijabis in 2014 to recent introductions like Hijabista Gel Lotions, Hijabista Deodorants, and solutions for curly-haired Hijabis, Safi consistently sets new benchmarks in the Halal beauty space.
Agile Product Development Powered by the Safi Research Institute, our development process includes in-depth consumer research, social listening, and trend forecasting. Every new launch is a direct response to emerging demand for targeted, science-backed solutions. And through it all, Safi remains “born Halal.”
What role have consumer trust and brand loyalty played in Safi’s growth, and how are they nurtured?
Consumer trust is the bedrock of our success, and fostering brand loyalty is a strategic imperative.
Halal as a Core Promise Our JAKIM Halal certification is more than a label—it is a promise of purity, safety, and ethical production. This unshakable commitment resonates deeply with our core consumers and sets us apart in a saturated market.
Building Communities, Not Just Customers We create authentic and lasting connections. Our “Ketitam, Ketibus, Ketibas” campaign for Hijabista Deo used relatable, colloquial language to engage directly with our audience. Our Safi Shayla Hair Mist relaunch featured a record-breaking on-ground POUND event, delivering an immersive experience that both educated and excited consumers. In addition, nationwide school sampling programs allow us to engage with the next generation, building early affinity and lifelong brand relationships.
What challenges does Safi anticipate in the evolving Health and Beauty sector, and how are these being addressed?
As the industry evolves, we remain proactive in confronting emerging challenges while sustaining our momentum.
Keeping Up with Evolving Preferences Today’s consumers are increasingly informed and selective. We are doubling down on our investment in consumer insight. The Safi Research Institute continues to be our innovation engine, developing next-generation formulations that anticipate future demands.
Balancing Affordability with Premiumisation While accessibility remains a priority, we also recognise growing interest in high-efficacy, sophisticated products. Our portfolio strategy is tiered—offering affordable essentials alongside premium solutions such as our AHA/BHA, Ceramide, and Retinol lines. This approach ensures that we meet diverse consumer expectations without compromising on quality.
With a consumer-centric mindset and an unwavering commitment to Halal principles, Safi is not only sustaining its market leadership but also shaping the future of Malaysia’s Halal Health and Beauty industry, driven by our vision of having at least one Safi product in each of our target audience's households.
Spritzer has grown its Consumer Reach Points to maintain its position as the most chosen brand in the beverages sector. What key strategies and practices have enabled this consistent success?
Spritzer’s sustained leadership as Malaysia’s most chosen beverage brand is driven by three core pillars: Brand Trust, Brand Love, and Brand Connection.
On brand trust, we prioritise continuous innovation and transparent communication to ensure our products and packaging meet the highest standards. Our commitment to sustainability (zero microplastics, 100% recyclable packaging), superior taste (winning the ITQi Superior Taste Award), and wellness (made with silica-rich natural minerals) reinforces consumer confidence in our brand.
On brand love, we craft authentic, insight-driven storytelling, particularly in our festive campaigns, and foster deep consumer engagement through both on-ground activations and digital platforms.
On brand connection, we ensure consistency in campaign messaging, rooting it in meaningful consumer insights that support Spritzer in building lasting relationships while reinforcing our brand values.
How does Spritzer continually innovate its product offerings to meet the evolving needs and preferences of Malaysian consumers in the beverage space?
Spritzer stays ahead by aligning with three key consumer trends.
Health and wellness: we relaunched our silica-rich flavoured water range as a healthier, low-sugar alternative to traditional beverages.
Sustainability: we use eco-friendly packaging initiatives, including 100% recyclability, usage of recycled materials, and zero microplastics, to address growing environmental concerns.
Festive relevance: we produced limited edition festive-themed bottles to enhance celebratory moments and strengthen emotional connections with consumers.
By addressing these evolving preferences, we have ensured that Spritzer remains a relevant and preferred choice.
What role have consumer trust and brand loyalty played in Spritzer's growth in the Malaysian market, and how do you nurture these factors?
We cultivate trust by consistently delivering safe, high-quality products that meet and exceed consumer expectations, ensuring every interaction with our brand reinforces reliability.
Beyond product excellence, we foster loyalty through meaningful engagement, using relevant insight-driven content to educate and inspire consumers.
A consistently positive experience turns buyers into devoted advocates, securing Spritzer’s position as top of mind in the competitive beverage market.
How do you utilise Worldpanel data to make strategic decisions?
Worldpanel data is instrumental in shaping Spritzer’s strategies by providing insights into consumer purchase patterns, competitive benchmarking, and the identification of opportunities. We have good insights into buying behaviours within the beverage category, and clear visibility of our market position relative to competitors. We have also identified gaps and opportunities, supported by data, to establish our strategic marketing direction.
As the beverage sector continues to evolve, what challenges does Spritzer anticipate, and what plans are in place to address these challenges and sustain growth?
Spritzer is proactively preparing for several key challenges in Malaysia's evolving beverage landscape. These include intensifying competition from local and cheaper imports, increasing environmental concerns about plastic waste, and inflationary pressures impacting production costs.
To address these, we are exploring product diversification, innovating our packaging, and providing continuous education in line with our sustainability goals. We are also implementing operational efficiency initiatives through technology.
By maintaining our commitment to quality while adapting to market changes, we aim to preserve consumer trust and loyalty, ensuring Spritzer's continued growth despite these potential challenges.
TOP Detergent has been the fastest growing brand in home care for years. What are the key strategies and practices that have enabled this consistent success?
It stems from staying consumer-focused, innovation-driven, and committed to delivering superior performance. As the No.1 laundry detergent brand in Malaysia, TOP has earned the trust of millions of households by continuously listening to and understanding the laundry needs and pain points of Malaysian consumers.
Leveraging advanced Japanese technology, TOP has a strong track record of pioneering technologies – being the first to introduce Anti-Malodour technology in 2003, addressing a common issue. Most recently, in July, TOP raised the bar once again with the launch of Ultra Nano Fresh Tech, our latest breakthrough designed to remove the No.1 hidden enemy in laundry: invisible body grime. This cutting-edge technology targets deep, unseen residues that typical detergents miss – ensuring laundry is not just visibly clean but hygienically fresh.
How does TOP continually innovate its product offerings to meet the evolving needs and preferences of Malaysian consumers in detergents?
TOP combines advanced Japanese technology with deep local consumer insights, translating those insights into solutions that address real laundry challenges.
Recognising the unique needs of Malaysians – such as indoor drying, odour issues in humid climates, and growing hygiene awareness – the introduction of Anti-Malodour technology was followed by breakthroughs like Anti-Mite Dust, Anti-Sebum, and Micro-Clean Tech that ensures laundry is hygienically and thoroughly clean.
We regularly expand our portfolio to include targeted solutions like Stain & Odour removal, Whitening, Colour Protect, Long Lasting Fragrance and Mood Enhancing, each addressing specific laundry concerns. Through constant R&D, format diversification (liquid, powder), and fragrance innovation, TOP stays relevant, effective, and trusted in meeting the ever-evolving preferences of modern Malaysian households.Beyond consumer habits, we also stay attuned to broader environmental and societal changes that impact laundry behaviour. For example, during the COVID-19 pandemic, we responded swiftly by introducing Anti-Virus Technology to help remove viruses from clothing – providing Malaysians with added peace of mind during uncertain times.
This consumer-centric approach to continuous innovation allows us to stay relevant and deliver solutions that truly matter in people’s daily lives.
What role have consumer trust and brand loyalty played in TOP’s growth in the Malaysian market, and how do you nurture these factors?
Consumer trust and brand loyalty have been critical to TOP’s growth in Malaysia over the years, forming the foundation of our long-term success.
Malaysians trust TOP to deliver visible results, deep hygiene, and lasting freshness – backed by advanced Japanese technology that consistently performs. This trust is nurtured through continuous product innovation, clear and credible communication, and a deep understanding of local laundry needs.
By staying relevant to evolving lifestyles, offering quality across every variant, and maintaining consistency in every wash, TOP has built strong emotional and functional loyalty – making us the preferred detergent choice for millions of households nationwide.
TOP leverages Worldpanel data as a key tool for strategic decision-making, by gaining deep insights into Malaysian consumer behaviour, purchase trends, and market dynamics. This data helps TOP identify shifts in usage patterns, emerging consumer needs, and competitive performance – enabling the brand to tailor product innovations, optimise pricing strategies, and fine-tune marketing and distribution plans.
By closely tracking shopper behaviour across different demographics and regions, TOP ensures its offerings remain relevant, targeted, and responsive to what Malaysian households truly value in their laundry care.
As TOP continues to evolve, what challenges do you anticipate, and what plans are in place to address these challenges and sustain growth?
As TOP continues to grow in an increasingly dynamic and competitive market, we anticipate key challenges such as shifting consumer expectations, growing demand for eco-friendly solutions, and intensified competition across both premium and value segments.
To stay ahead, TOP remains committed to continuous innovation – investing in cutting-edge cleaning technologies, sustainable packaging, and formulations that deliver high performance with environmental responsibility. For example, our detergent is powered by plant-based surfactants like Methyl Ester Sulphonates (MES), combining effective cleaning with a lower environmental footprint. At the same time, we are strengthening consumer engagement through digital channels, and enhancing retail execution across both traditional and modern trade.
By staying agile, insights-driven, and focused on what matters most to Malaysian consumers, TOP is well-positioned to sustain growth and lead the market into the future.
