FACULTY OF COMMUNICATION & MEDIA STUDIES

DIPLOMA IN COMMUNICATION AND MEDIA

COM168

CONTEMPORARY ISSUES IN COMMUNICATION AND

MEDIA

ASSIGNMENT TITLE

MEDIA COVERAGE TOWARDS LOCAL BUSINESSES:

SOCIAL MEDIA IMPACT ON LOCAL BUSINESS

PREPARED BY :

NAME STUDENT ID

LAILATUL SYAKIREEN BINTI SHAHRIL 2022476694

MUHAMMAD DANISH RONUN BIN MOHD YUNUS 2022810288

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TABLE OF CONTENT

NO. CONTENTS PAGE

1.0 INTRODUCTION 2

2.0 ANALYSIS 4-15

3.0 SUMMARY 16

4.0 DISCUSSION, SUGGESTION, AND CONCLUSION 17

5.0 REFERENCES 18

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1.0 INTRODUCTION

The word "media coverage" is used to describe any blog posts, RSS feeds, videos, and

other kinds of digital material (created by people or organisations other than your own

business) that feature or mention your name, your products, or your services. Media coverage

is crucial, particularly for products sold locally and internationally. To achieve branding

success, they concentrate on the customer. A brand's reputation may suffer from poor media

coverage, while the opposite is also possible favourable publicity or impression.

Unquestionably, the most important aspect of marketing strategy is media coverage.

Given that individuals now spend more time on social media, media attention is essential for

attracting viewers, advertisers, partners, and customers. The platforms take on the role of the

main source of information about brands and products. In Malaysia, Facebook, Instagram,

Twitter, and TikTok are the top four social media platforms. Typically, brands will choose to

be present on at least one of these platforms. Many businesses use media involvement as a

crucial component of their marketing strategies to promote their branded content (Holt, 2016).

Because of how many content producers there are now thanks to technology, the media sector

needs strong brands competitors to battle it out for customers' and marketers' attention and

support. They also seek to establish enduring relationships with their audiences, engaging with

both existing and future listeners, readers, or viewers in unique and pertinent ways that are not

constrained by particular platforms or modes of distribution. As a managerial tactic, brand

management has grown in popularity and may be able to aid in the creation and use of these

distinctive asserts that implementing brand strategy involves inspired by two things.

A brand is used to improve competitive advantage by showcasing distinction in the first moti

vation, which is a competitive one

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2.0 ANALYSIS

Local brand

SO.LEK Cosmetics is a cosmetics brand that is located in the heart of Kuala

Lumpur, Malaysia. SO.LEK was founded by siblings, Dahlia Nadirah & Luqman

Hakim. Dahlia was inspired to venture into this industry when she went to local

pharmacies in New York City in December 2015 & saw how affordable the

cosmetics were sold there without jeopardizing the quality of the product. As

a local brand, SO.LEK Cosmetics aims to give customers the new meaning of

confidence and to also enhance our users’ natural beauty. In order for SO.LEK

Cosmetics to compete with established names, we are fully committed to give our

best in terms of service and product quality and to retain affordability The name

of "SO.LEK" was inspired by two things; alat-solek (which means makeup in

English) and the words “SO? Relax!”. These two words are often used by the

siblings. As for the logo, it was inspired by the traditional eye -liner bottle (or

‘celak’) that was used by their late grandmother.

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 Based on the brand's success, One of their marketing tactics for advertising their cosmetic

products is media depiction. These firms must undoubtedly increase their media interaction in

the current era if they want to become even larger and raise their profile not just in Malaysia

but also globally. SO.LEK has a lot of achievement which is they become in Top 10 Magaizne

(Top 10 Homegrown Cosmetics Brands) – 20 August 2018 , hurr.tv -10 April 2018 , New

Straits Times – 17 January 2018 , Have Halal Will Travel – 4 January 2018 and others.

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This brand-owned an Instagram account that they own. They now have 30,000 followers in

total.Additionally, SO.LEK has its own websites where users may purchase the product.

Anyone who doesn't have an Instagram account or anything else may do it with ease. They

created the commercial with the goal of gaining followers. It's the way they advertised their

goods through the media. Through the use of their website, customers may spread knowledge

about their business and draw in customers from different nations. It indicates that the

product can soar high and gain widespread acclaim.

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 A proudly Malaysian brand that promised clean, halal-certified lip products to suit all

skin colours and types, Orkid cosmetics made a splash in the market in 2017, at a time when

words like 'vegan' and 'organic' were and still are trending high among beauty consumers. But

it was evident that many internet users, both in and around Malaysia, were also searching for

halal beauty products and cosmetics; and the business opportunities that this demand presented

for a young Malaysian beauty startup just couldn't be ignored, as entrepreneur and co-

founder Raeesa Sya discovered. Jumping in to fill this gap in the market, Orkid Cosmetics

quickly made a name for itself as a fun and trendy millennial-led brand that wanted the world

to know about the benefits of halal beauty, from its cruelty-free nature to its clean and

transparent manufacturing processes.

Given that the global halal cosmetics market raked in approximately US$74.7 billion

(about RM307 billion) in 2020, it's clear the demand for clean and ethical beauty is growing

strong, with consumers expecting a degree of assurance regarding the manufacturing

processes and the ingredients used in their make-up. Raeesa and her business partner Fatin

Johanna shed light on what halal beauty stands for, and why their brand is primed for global

success.

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 Orkid cosmetic also use tiktok as their platform to promote their product. We may

observe how media evolved to grab viewers' attention. They used tiktok to spread a lot of

material and advertisements. To ensure that the company's goods remain competitive, media

outlets may still be used to encourage this brand to engage actively. This brand offers

suggestions for creating ensembles with its products. They disseminated their content on

Instagram.

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 Following that comes media coverage from Blog in 2021 which published a story

about how the lipstick worksand the texture even wearing a mask. As it seem,you won’t

regret by using the brands.

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Global product

Maybelline is an American cosmetic brand sold worldwide and owned by L’Oréal. The

company was created by Thomas Lyle Williams in 1915. The majority of Maybelline products

sold in the United States while products sold in China are made in China. (Vallery, 2022). Two

years later, Williams introduced Maybelline Cake Mascara, the first modern eye cosmetic made

for everyday use. It was so popular that women began to ask for it in drugstores and Maybelline

became the first cosmetic company to advertise on radio and sales boomed.

Maybelline uses celebrities to become their ambassadors and collaborate with them.

ITZY, Suhana Khan, and Gigi Hadid are the most famous celebrities that helped Maybelline

gain more profit and trust by reaching out to their fans to buy its products. The collaboration

between Maybelline and Gigi Hadid was a smashing success. According to Aditya Shastri, in

2023, Maybelline launched campaigns such as So Bold, So Colossal and Fit Me As I Am. The

So Bold, So Colossal campaign aimed to take a bold stance with its new range of eye makeup.

The purpose of this campaign was to spread awareness about the launch of Colossal Eye

Makeup. Fit Me As I Am, on the other hand, wants to encourage people to be bold and go out

and make a change. The celebrities reflect the trends and values that are being talked about in

the world at this moment in time. It also provides accessible mental health support for all.

According to the brand in India, only 41% of young adults aged 15–24 consider it acceptable

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to seek help for mental health issues.

In this modern age, social media sites such as TikTok, Facebook, Twitter, and Snapchat

are the most popular. Maybelline is also increasing their popularity by creating a social media

account to interact with their customers, promote their latest products, and make makeup

tutorials by professionals. Online shopping brings a great deal of profit to Maybelline, as people

no longer need to go to the store just to buy their products. Customers also gain benefits by

getting discounts or vouchers when purchasing through an online shopping platform.

According to the statistics by Similarweb.com, the Maybelline website ranked 105 in the

cosmetic and beauty category, with total visits of around 5 million for the last 3 months.

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 Maybelline advertises its products using pop-up advertisements on other websites. For

example, they made a short advertisement in YouTube videos to attract people to click the

button and bring them to Maybelline’s official website. However, there are many clickbait

advertisements from untrusted or fake websites that make people not believe in these

advertisements.

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 According to Sephora Website, Sephora was founded in France by Dominique

Mandonnaud in 1970 and owned by LVMH Moet Hennesy Louis Vuitton. Sephora is a

powerful presence in countries around the world thanks to unparalleled assortment of prestige

products in every category, unbiased service from beauty experts, interactive shopping

environment and relentless innovation. Sephora has been recognized by Forbes as one of

America’s Best Employers four years in a row from 2018-2021. Sephora also scored 100% on

the Human Rights Campaign’s Corporate Quality Index for 3 years in a row from 2019-2021.

Sephora also using celebrities such as Selena Gomez and Rihanna to promote their

products to public. According to Lesley Simeon in 2023, Sephora drops 2 influencer to promote

their latest products. Selfless by Hyram Yarbro was launched directly on Sephora in June 2021.

Meanwhile, Item Beauty by Addison Rae collaborated with Sephora in August 2021. Based on

YouGov Profiles, around 4 in 10 (37%) of Sephora’s consumers agree that they “trust products

recommended by celebrities or influencers”. This is higher than the numbers of Americans

(24%) who agree with the statement as well.

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 Same as Maybelline, Sephora also advertises using social media platform. For example,

TikTok where they hire the influencers to make a paid review session to convince people to

buy their products. On the other hand, Sephora advertisement will appear on someone’s page

based on the algorithms in someone’s data such as YouTube. According to SimilarWeb,

Sephora ranked first in beauty and cosmetics category and have approximately 145 millions

total visits in the last 3 months. By having advertisement in YouTube, it will reach variety of

people from all around the world not only in their own country and they will gain a lot of

customers from overseas.

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 The desires of the modern world can now be satisfied on social networking sites with only

one click. Through a variety of media platforms, business owners from all over the world can

connect with potential customers. It is obvious that local businesses benefit significantly from

media attention. If they use the media properly, people can now reach a sizable audience in a

cost-effective and quantitative way. Businesses may use it more easily and more quickly, and

customers can interact and engage with the brands or businesses that are being pushed. In

conclusion, it is evident that social media has a lot of advantages for local brand industries. A

better and more practical strategy is for local firms to look into the services that link the

marketplace of possibilities rather than relying on conventional means of promotion like print

ads, coupon mailers, or even enormous roadside billboards. Any local company that wants to

grow their brand should not pass up the chance to leverage this vast platform. Since social

media is widely used, we could see that it is eager to work with anyone who wants to launch a

business. As a result, the Malaysian economy may grow.

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3.0 SUMMARY

The needs of the modern world may now be satisfied on social networking sites with

only one click. All entrepreneurs may connect with potential customers through a variety of

media channels. It is obvious that local companies benefit significantly from media attention.

If they use the media properly, anyone may now reach a sizable audience in a cost-effective

and quantitative way. companies may utilise it more easily and more quickly, and customers

can connect and engage with the brands or companies that are being pushed.

What can we say is local business must be same everage with global business and as a

Malaysian I am really proud to know a local brand that show lots of branded thing sameas

global. We could see that any social media is willing to commit with anyone who wants to start

a business and since it is used worldwide, the Malaysian economy is able to be improved.

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4.0 DISCUSSION, SUGGESTION, AND CONCLUSION

Many prominent and well-known local businesses embraced social media as a platform

to introduce their products to clients in this day and age. Their primary goal in using social

media is to get people to buy their product by creating content like daily vlogs, how-to guides,

and so on. Additionally, as social media users, we may claim that having a platform in the

media makes it simple to connect with consumers, but the negative result is that customers are

free to criticise or complain about their products.

Using social media as a platform also an initiatives to increase their brand an d also to

let people know about the brand. Its helps the company to have a lots of customers in other

country too. In my suggestion, I suggest that more social media create the platform for local

business to better develop local product around the world. As a result, local brands can progress

and effectively make their products similar to international products.

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5.0 REFERENCES
(Holt, 2016)

Vallery, 2022

Aditya Shastri, 2023

SimilarWeb.Com

Sephora Website

Lesley Simeon, 2023

YouGov Profiles

https://top10malaysia.com/main/top-10-homegrown-cosmetic-brands/

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