Group's Brand

The Essence of BRAND OSIM
BRAND OSIM is more than a name. We see it as an entity, almost like another being that promises a certain set of values and experiences that our customers appreciate. These could be our innovative products. They could be our warm and friendly sales consultants. They could also be our spacious and attractive outlets.

Branding to us is a sincere effort in building a reputation, with a promise of value. We uphold the philosophy of a healthy lifestyle and provide products and solutions to help our customers achieve that.

Our focus is simple – to find new ways to respond to our customer’s needs.

It is more than a coincidence that we emphasise so much on product innovation to help our customers achieve a healthy lifestyle. Our outlets are presented in such a way that our customers can try out our products with ease. Our sales consultants are trained and educated to provide the best customer service.More importantly, this OSIM experience can be felt in all our outlets around the world. We strive to provide a shopping experience that is unique and consistent, an experience that leaves customers feeling great so that they will think of us first when it comes to buying. To many of our customers, BRAND OSIM embodies healthy lifestyle.

What a Strong Brand Does
We are the No 1 brand in healthy lifestyle products in Singapore, Hong Kong, Taiwan and Malaysia. What this means is our customers have come to trust us and prefer to interact with us.
This in turn has enhanced our business performance, giving us a defining advantage over our competitors. The success of Hygiene Focus that was launched in 2001 could be attributed to the strong OSIM brand that was established with our Health Focus.

'The brand itself is not just a name. It's far more. To me, branding is an effort to build a reputation. If you promise, you must deliver. Branding is an effort to build reputation through the process of value and when you say value, you've got to be sure what value proposition you are making. Is it through the product, the concept, or the services? You need to consistently build and create multiple differentiations and experiences for your customers.’ - Ron Sim BT 26/03/2004

But there is more. A strong brand is also like a magnet, attracting positive people. It unifies our people, providing them with a sense of belonging and purpose that they can work towards collectively.

Our mission of ‘bringing healthy lifestyle to you’ and our philosophy of ‘challenging your spirit to do your best’ are integral part of our values. These values and beliefs have motivated us to challenge ourselves to move the brand forward. Like the saying goes, ‘If the brand looks good, they would look good too’.

As we extend our reach to more countries, open more outlets, and introduce more products, our brand continues to grow. This continual growth of our brand equity was affirmed at the Singapore Brand Award 2003, an initiative of International Enterprises Singapore ("IE Singapore"). We were delighted to be recognised in three categories: ‘The Strongest Singapore Brands’, ‘The Brand with Exceptional Performance’, and for two years running, ‘The Most Valuable Singapore Brands’.

We were delighted to be recognised by The Business Times ("BT") for good corporate governance and being ranked No.1 in the BT Corporate Transparency Index in 2003.

Enhancing our Value
To grow our leading brand position and to gain footholds in newer markets, we would need to do more.

In this fast-changing economy, we need to constantly probe deeper and understand what makes BRAND OSIM and how to elevate BRAND OSIM to the next level. We have worked on a few branding initiatives with the world’s leading brand consultant, Interbrand. The results were insightful, and had identified key brand drivers and strengths and how they could be further harnessed.

Involving our Communities
Besides improving our business results, we are also mindful of the importance of giving back to our communities, without whom we would not be here today.

Over the years we have constantly contributed to our communities. They exemplify what the OSIM spirit is all about – cultivating a positive attitude to life.

In addition to the ongoing support for the Children’s Cancer Foundation, we also sponsored the OSIM Singapore International Triathlon in 2003.

In July, we set up an endowment fund with National University of Singapore ("NUS"). Called the OSIM Professorship in Branding and Innovation, the fund promotes the study of branding and innovation in business. Our contribution of S$1.5 million over three years was presented to the President of Singapore, S R Nathan, who is also the chancellor at NUS.

In Hong Kong, we supported the Healthy City project and involved celebrities like Andy Lau during the SARS period to lift the spirit of the people.

We also supported a Healthy Walk Event in Taiwan and sponsored a major cultural event in Malaysia – "Dances of the Dynasties".