Guardian Health And Beauty Malaysia lands two wins at Retail Asia Awards 2024

Its initiatives have offered an immersive shopping experience and health essentials that nurture customers' well-being.

Health and beauty chain Guardian Malaysia received two accolades at the coveted Retail Asia Awards 2024 for successfully unveiling its state-of-the-art flagship store at Mid Valley Megamall and for the implementation of its Live Smart and Healthy campaign.

The brand’s flagship store, which was opened in 2023, features a 7,000-square foot area with an LED façade, framed by wide and angular aisles with lighting fixtures that draw the eye, wall-bay digital panels, interactive LED screens, informative scan-for-details screens besides the refreshing new sections of displays and aisles before checkout.

Welcoming shoppers at the store’s prime location is the gigantic, dual-arched wrap-around LED display that captivates passers-by with animations and videos of Guardian’s latest thematic campaigns. Stepping in, customers will see two special holograms with interactive product information that serve as navigation signs. 

Aisles at the entrance feature exclusive, trend-setting product offerings. This concept store now offers over 90 skincare brands and more than 50 cosmetic offerings, many of which are exclusively sold. These offerings include Tanamera Natural Bath Care and exclusive Japanese and Korean hair care brands such as Ahalo, Theratis, and Ryo.

Recognising the rise of teens as a key customer segment, Guardian’s flagship store also offers a Tweens section with fun, colourful and safe products for young shoppers aged eight to 12 years old.

Guardian’s leadership in health and beauty care retailing is leveraged to bring together brand owners like L’oreal, Haleon and P&G in joint business plans to reimagine their go-to-market practices in an online-to-offline world.

These efforts have given birth to evolutionary offerings at the flagship store such as the first-of-its-kind Salon-At-Home hair care section powered by L’oreal, where customers can experience luxurious pampering and indulge in a comprehensive range of personalised hair products.

Haleon, in the oral care section, has a special interactive display for customers that demonstrates tooth sensitivity. P&G showcases its first-ever interactive Powered Oral Care experiential centre, where customers can use sensor programming to touch, feel, and compare products at a digital kiosk that informs and educates.

All the aforementioned innovative features in the flagship store were introduced because Guardian always puts its customers first and is constantly seeking ways to enhance their shopping experience. In a survey conducted for customers who have been in the store, 160 customers have noted that the store is better, with 98% liking it for layout, 97% for ambience, 96% for assortment and 89% for aisle arrangements. All these have contributed to a 17% increase in-store sales.

The media and influencer event for this flagship outlet generated 71 clippings worth MYR667,165 in PR value, with 20.6 million reach. It has won the Store Design of the Year (Large) - Malaysia category in the prestigious awards programme.

Meanwhile, Guardian’s Live Smart and Healthy campaign has been launched with the goal of ensuring accessibility to health and wellness care for the masses. It has been enabled by a wide range of health products, innovative technologies, supply chain efficiencies, and the organisation of shopper programmes. Given the chain’s focus on nurturing the well-being of its customers, key programs within the campaign were purposefully designed to achieve this.

Firstly, through the campaign, Guardian has expanded its range of own-brand supplements to probiotics, milk thistle, bilberry, multivitamins, kids’ gummies, evening primrose oil and many more. 

Additionally, the Live Smart and Healthy campaign has gone even further to promote healthier habits amongst Malaysians by organising a Fun Run. It has doubled its attraction to more than 4,000 runners in 2023 from the initial launch.

The vision and promise of Guardian’s campaign has been to help customers live healthy and beautiful lives. It has garnered MYR944,695 of PR value and 199.3 million reach from 87 organically-generated content clippings, with a 10% sales growth across health and wellness categories during the campaign period.

Guardian’s purposeful initiative has been awarded the Health & Wellness Initiative of the Year - Malaysia category win.

Retail Asia Awards honours companies that have recently launched innovative retail projects or initiatives, as well as industry leaders that have propelled their respective brands to maintain a competitive edge.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].