Amara Halal Cosmetics: Market Analysis and Positioning

Running Head: AMARA COSMETICS 0
Marketing

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About Amara Halal cosmetics market
In the report, it is found that the Islamic population across the world can pay the premium
price for the products of Halal certified products. In the Middle East too, it has growing
demand of its products. Skin care is seen as the, most growing product of the Halal. Due to
this, it is the second largest segment and expected to rise in the coming years. In the coming
year too, the Halal cosmetic market will bring out the millions USD this year only (Kaur,
Osman and Maziha, 2014).
Due to the limited presence of choice for the Muslim women’s, Amara Halal proves to be the
most growing consumer segment in Malaysia. The law permits the personal care products as
well as the Halal cosmetics. It believes in using ingredients that does not harm the customers
in any way. It tends to offer the high quality of makeup of its brand named Halal. It is also on
the par with the natural as well as organic products. With its brand image, it does not tie
itself to a religious point of view. Besides this, it also resonates with people of the entire
backgrounds who have an appreciation for natural and pure products,” Halal in the recent
time, has also become a worldwide mark in terms of quality assurance and a lifestyle choice.
Among all the Halal cosmetics, Amara Halal is the first company that tends to provide the
complete halal certified cosmetics products. Its products manufactured in the US. It
specifically made for the community of Muslim.
The mission of the Amara Halal is to provide those cosmetics that contain all-natural
ingredients that are permissible under Islamic principles. Halal-certified, the company strives
to raise awareness that ‘Halal isn’t limited to what is consumed as food but also applies to
what is put on our skin’. By ensuring this mission statement, the entire products of the Amara
Halal are the animal free (Annabi and Ibidapo-Obe, 2017).
Positioning analysis for the Amara Halal Cosmetics
It is true that rising awareness regarding the advantages of using skin care tends to drive the
growth in skin care segment. Some cosmetics cause the skin irritation as well as put the long-

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term negative effect on the health. By keeping this in mind, Amara Halal has effectively
positioned itself in the market. It has come up with the effective and alternative solution for
the customers. It has also positioned itself by spending huge amount on the promotional
activities regarding the use of Halal beauty products. It has also positioned itself by not using
any alcohol and animal in its product. Due to this, its products are considered as the pure and
sued by the customers in huge quantity.
In order to know its positioning analysis, several researches have been done. Firstly, its
values are collected from the competitor’s analysis. Its special offerings are being searched
with the help of customer’s reviews. Afterwards, its different attributes is also collected with
the help of different research. By gathering, the data from different sources, the services, and
products of Amara Halal has been known. Distinction was also made between the
competitors that helped in getting the positioning of its services as per its target customers,
advantages, prices, as well as quality. under this, consumer perception was also collected in
relation to the competing products and brands.
It also markets the complete line of the Halal cosmetics to the Muslim women. Besides this,
all the raw material used in making the cosmetic products are taken from the plants instead of
the animals. IN the recent time, consumers have become more conscious regarding the
production methods as well as ingredients used in the product. By providing the finest quality
of product, it has positioned itself in the market.
High breadth of products
Halal cosmetics
Higher quality Lower quality
Lower breadth of products

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SWOT analysis of the Amara Halal
Strengths: It has wider reach not only in Malaysia but also across the globe. It also has the
qualified set of the Islamic standards that tends to create the awareness about the products
worldwide. The biggest advantage that it gets is it does not contain any alcohol content and
animal derived ingredient. Due to this, it is considered to be pure as well as hygienic. It has
wider reach in the market including India, Malaysia, Indonesia, Pakistan and Bangladesh.
Besides this, it also gets the support by the government on a huge level. The government
certifies every product of the Amara Halal. due to this, it is able to get the growth and
revenue in the Malaysian market as well as other economy.
Weakness: It is found that it has increased the consumer awareness but lacks the
standardization. Srill, it requires the innovation in order to bring the growth in the industry.
Besides this, it still has limited access to the several countries. Due to its less expansion in the
emerging economies, it still faces the growth.
Opportunities: Several opportunities are available for the Halal cosmetics. As per the
projection, it is found that the overall Halal cosmetic industry is expected to increase in the
growing population of Muslim. Several other companies such as Iran, Saudi Arabia, UAEE,
Indonesia, Malaysia tends to offer the potential growth opportunities for the products of
Halal. The high purchasing power of Malaysian people is also increasing on the cosmetic
products. Due to this, Amara Halal can also use the competitive strategy in order to promote
the high discount for the brand cosmetics. As it is found that, the consumers of Malaysia
influence more by the promotional offers. It can also ensure the same in order to achieve high
growth.
All these factors tends to provide the great opportunities for the entire multinational players
operating under the global Halal cosmetics. It will also present the upsurge due to the major
growth in the international cosmetics company. Due to its hygienic and pure products, it
might come up with any market segment. In those segments too, it can bring the innovation
and achieve the customer demand on a huge level (Hassali, Al-Tamimi, Dawood, Verma and
Saleem, 2015).