Safi is the leading halal personal care brand in Malaysia, targeted at Malay women aged 30 and above looking for anti-ageing skincare solutions without having to compromise on their Islamic values. Safi from the purest of natural ingredients and are free from any ingredients of animal origin or alcohol. Safi has been successful in positioning itself on qualities that are important and distinctive to its target market. Safi took this insight as an opportunity to introduce a skincare concept that emphasizes gold and yet is halal and draw on consumer belief that gold is a potentially effective skin treatment ingredient. Safi took on the task of explaining how the product works and obtained a halal endorsement from the Malaysian Islamic Body of Halal Certification. Source: Star SME Biz for Smart Malaysian 27/9/2018 Evaluate THREE (3) marketing strategies used by Safi