Forest'Secret: Premier Range Of Halal Herbal Body-care Products

Bernama -- Malaysia is a country blessed with the existence of a rainforest that is rich with natural resources like herbs and medicinal plants, that form the key ingredients in most beauty care products and health supplements.

Taking advantage of their bountiful supply, Forest'Secret, a company that produces a range of beauty and health care products, have incorporated these natural resources as the base ingredients for its products.

The brand was first introduced to the Malaysian market during the launch of Glocal Entrepreneur Programme on 27 March, 2007. Subsequently, the company was incorporated in April 2007.

Within the short span of its existence, Forest'Secret gained wide recognition when its products won the 2007 BrandLaureate Award for body care and skin care products.

This writer met Forest'Secret Communications Manager, Intan Hyriatee Mohd Zawai at the 5th Malaysia International Halal Showcase 2008 (MIHAS 2008) held here recently, to find out the key to the company’s success.

HERBAL PRODUCTS

Set to become the hub for herbal products, Forest'Secret is developed and managed by Forest'Secret Sdn Bhd (FSSB), a subsidiary of PNS Francais Sdn Bhd, a franchise investment arm of Perbadanan Nasional Berhad (PNS), which in turn is an agency under the wings of the Ministry of Entrepreneur and Cooperative Development (MeCD).

"Forest'Secret was developed in realisation of the fact that due to its easy availability in our rainforest, the partake of herbal products as remedies for various ailments has long been a traditional practice that’s popular with all the races here," Hyriatee said.

The company receives its supply of raw materials from 13 independent suppliers and these are collectively repackaged under the particularly apt brand name Forest'Secret.

"Most suppliers generally lack the marketing expertise and capital needed to promote their products. Our role is to provide assistance in the form of quality packaging and re-branding, so that these products are homogenous and easily acceptable in the market," Hyriatee said.

Currently, FSSB has a range of 114 products under its brand in the market.

According to Hyriatee, the company is confident of a ready demand for its herbal extract based products.

NATURAL INGREDIENTS

One might easily be misled into assuming that the company’s products are similar to those of produced by The Body Shop and Skin & Beauty Care Products.

This misconception is quickly dispelled by Hyriatee, who insists that Forest'Secret products posses their own unique and special qualities.

"Admittedly, many people have this erroneously perception that our products are similar to everybody else’s.

Forest'Secret products are totally made from natural ingredients found in our rainforest, as opposed to the mixture of various trace elements present in those produced by the others. Every product is a perfectly balanced blend of traditional herbal therapeutic cures," she said.

"In line with the Prime Ministers aspirations to see Malaysia as the hub for halal products, Forest'Secret offer a complete range of herbal body care and skin care products that is halal," Hyriatee added.

Remedies that have been the secret cures dispensed by generations of traditional healers are now available to anyone in a convenient and attractive form.

Product line includes Body & Skin Care, Aromatherapy & Spa Kits and Health Food & Drinks.

"This head to toe availability which cannot be found in herbal outlets anywhere else, is one of the attractions that bring customers in," she said.

Presently, the general notion among youngsters in the city is that herbal products are only suitable either for the elderly or those in the rural areas.

To most of them, the easy availability of imported cosmetics and toiletries has made traditional herbal products redundant.

Forest'Secret aims to dispel such misconception and prejudice among young urbanites.

"We aim to make the use of herbal products part and parcel of cosmopolitan living. Our store is designed as such that customers from all walks of life can just drop in to try our test products displayed on the shelves without feeling intimidated or apprehensive," she added.

INSTRUMENTAL ROLE OF MeCD

According to Hyriatee, the company would not be where it is now were it not for the guidance and assistance provided by MeCD.

A company must have the logistics of having skilled personnel, training facilities, finance and infrastructure at its disposal, in order to run a successful franchise business.

In this regard, Hyriatee acknowledged the major contribution of MeCD’s Franchise and Vendor Division in developing and transforming Forest'Secret into a successful franchise business.

"Through its One District One Industry (SDSI) and Gerak Usahawan 2007 programmes, the MeCD has helped many Bumiputera entrepreneurs develop and establish an extensive business networking," she said.

MeCD has conducted programmes that have enabled these entrepreneurs to come up with efficient marketing strategies and an effective distributing system.

In addition, a various kinds of business outlets ranging from shop lots, kiosks and push carts are rented out for them to run their businesses.

"These entrepreneurs need not suffer the burdened of a huge capital outlay in order to start their businesses," she explained.

According to Hyriatee, through the Overseas Promotion Programmes 2007 under the SME Marketing Committee, MeCD has helped introduce local products to the international market.

FURTHER EXPANSION

The company plans to increase its range of herbal products from the present 114 to 500 products comprising and appoint another 25 franchisees, Hyriatee said.

"The quality of our products is at par with those of international brands and we plan to rope in unemployed graduates into the business, either as franchisees or as part-time agents and stockists," she said.

Forest'Secret products are currently available at The Curve in Mutiara Damansara, Sunway Pyramid and Tesco outlets in Kuala Lumpur, Melaka and Johor Baharu.