Guardian Malaysia wants you to 'own your beautiful' in wellness campaign

Health and beauty retailer Guardian Malaysia has launched a new rebrand campaign titled 'Own Your Beautiful' by newly appointed creative agency FCB Shout, part of The Shout Group.

The campaign introduces a fresh tagline and visuals that aims to embrace self-improvement in all its forms—external, emotional, and physical.

“People often think being beautiful is the end result, but we believe that the intention to be better and the effort we put into improvement is just as beautiful as the end result,” said Anna Ng, marketing director of Guardian Malaysia. “And it’s not just about the external appearances of beauty either. The effort to be healthier and feel better about yourself is also a beautiful thing. That’s why we want to celebrate every Malaysian at every stage of their own self-improvement with this new campaign.”

The rebranding campaign officially launched on November 27 with a high-profile event at Pavilion Bukit Bintang. At the event, Guardian debuted its new brand film [see above] which aims to highlight the everyday struggles and triumphs of self-improvement.

Attendees were also given a first look at the campaign’s visual identity, which will soon be displayed across outdoor advertising and in Guardian’s 550+ stores nationwide.

This is the first campaign from FCB Shout since winning the Guardian account earlier this quarter. Anna Ng described the rebrand as a key part of the retailer’s growth strategy, designed to ensure its relevance across demographics for years to come. "Refreshing a decades-old brand while maintaining its core values required a delicate balance," she said.

The partnership with FCB Shout is an effort to modernise Guardian’s image and appeal to a younger demographic while retaining its existing customer base.

Campaign's take: The campaign shows diversity through a wellness perspective. And the angle is refreshing because beauty gets discussed in such linear ways in Asia; inclusion discussions rarely touch on aesthetics, lifestyle or health. The focus is on race, gender, or class. In places like Malaysia and across Asia, traditional ideals of thinness, fairness, and conventional beauty are rampant. It’s important to challenge these narrow views and steer the conversation towards holistic well-being and individuality. This campaign tackles societal norms and boldly challenges outdated notions. However, the campaign's true measure will be its ability to foster genuine change within the Malaysian society so we're waiting to see how it goes beyond the marketing hype. 

CREDITS

Guardian Malaysia

Managing Director: Priscilla Wu
Marketing Director: Anna Ng
Senior Manager, Brand & Trade Marketing: Michelle Yeap

FCB Shout

Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Wang Ie Tjer
Creative Director: Boon Chuan Suah
Creative Group Head: Raphy Castellano
Creative Strategist: Mandy Chock
Art Director: Chiu Wai Ming
Copywriter: Lee Sin Nee
Senior Designer: Clovis
Designer: Elynn Chong, Zoe Low, Wong Zhan Wen
Vernacular Writers: Sal Abdul Malik, Felice Puah
Senior Producer: Cheong Wai Leng, Amin Taib
Brand Director: Kong Pooi Ling
Brand Manager: Richie Chan
Project Executive: Chuah Di Kye

Production house: D Moving Pictures

Director: Dick Chua
DOP: Jordan Chiam
Producer: Jocny Lai

Post house: APV

Offline Artist: GK
Online Artist: Aznir Halid
Colourist: Lee Jia Sheng

Audio house: Real Time Studios

Engineer: Terry Chong
Producer: Evelyn Ang, Jennifer Yiew

Photography studio: Wala Wala Pictures

Producer: Joey Wong
Photographer: Gerald Goh
DI Artist: Simon Ong