Abstract: Branding Beauty: Indigenous Knowledge to the Forefront

Shakila Yacob


Around the world, beauty has been constructed and expressed in myriad ways in different cultures and through different phases of history. Indeed, constructions and perceptions of beauty are in constant flux, however gradual the change. In Malaysia, in recent years, the notion of beauty has been undergoing significant transformation for at least one segment of the population. A number of fledgling companies are finding success with certain products that are based on the notion of beauty being tied to inward, as opposed to outward, appearances. Through interviews with managers and owners in three such emerging companies, and a consumer survey of beauty products, this study reveals that there are three important factors inherent in the appeal