Cosway’s New Store Targets Younger Crowd

Cosway, the Kuala Lumpur, Malaysia-based network marketing company, is hoping to attract younger consumers with the launch of its first Experience Centre in the capital city’s Berjaya Times Square.

The centre, officiated by Deputy Domestic Trade, Cooperatives and Consumerism Minister Datuk Henry Sum Agong and Berjaya Group Founder Tan Sri Vincent Tan, is part of Cosway’s ongoing business re-engineering and rebranding strategy.

Cosway Group Executive Director Dr. Alice Lee described the design and concept of the store as “youthful.”

“Our customer demographic mainly comprises middle-aged people but we want to make our brand appealing to everyone,” Lee said, adding that the services at the centre would be tailored to the needs of each individual customer. “We believe in giving the personal touch in our services and want to make our customers feel special. For example, a nutritionist will sit down with each client to assess which supplement product best suits them. Everything, from skincare to body care products, will be customized for customers.”

Cosway Group CEO Liang Sook Sook said the cost of the centre was more than RM1.5 million, excluding the machinery that was brought in for in-store services. “We plan to set up experience centres in Sabah, Sarawak, Johor and Penang over the next two years,” she added.

The store showcases Cosway’s extensive range of health and wellness, home care and living, beauty, food and beverage, and kitchen products in eight lifestyle-themed zones. The zones are equipped with interactive guides, demonstration units and diagnosis machines to provide information on the benefits of Cosway’s products.

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