SimplySiti: Siti Nurhaliza's new line of cosmetics!
If there's one thing Datuk Siti Nurhaliza isn't, it's simple -- despite what her new skin care and cosmetic range, SimplySiti, is called. She seems to be a shrewd businesswoman.
"I had high ambitions," the mega-popstar admitted, while explaining the genesis of SimplySiti, at its launch last week. She sang a tune called "Rahsiaku Milikmu" -- telling Malaysian women one: now you too can have a flawless complexion like me! (Powerful Datuk husband and national fame not included.)
Touted as a range of products that aim to give "contemporary women of all ages a solution to look beautiful fast", SimplySiti is all about "simplifying the routine". For example, the Simply 5 Cream moisturises; treats; and functions as UV protection, make-up base and foundation -- all in one application!
Kak Siti's cosmetic line, meanwhile, is cutesy: each of the 20 SImply Gorgeous Lip Colour shades are named after the songstress's biggest hits; and the 3 Simply 4 Eye Colour palettes named after her albums.
The people behind this have certainly done their homework. At the launch, Siti presented slideshow of images from SimplySiti's two-year planning stage: brainstorming sessions (branding was conceptualised by Media Prima) and focus groups. "AC Nielsen gave us a lot of statistics about Malaysian women and what they want," Siti revealed.
And, among the things that women want, is a way for them to look divine without offending any actually Divinities. "Siti is very proud to say that SimplySiti has halal certification from JAKIM," Siti said, adding that her skin-care line is designed so to be easily removed and applied by Muslim women, before and after solat.
"When we had JAKIM inspections in Korea (where the stuff is manufactured), we almost gave up. It was like SPM!" she continued. "They did background checks on all our people!"
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