Strategy & Marketing

The Next Branding Wave: "Islamic Marketing"

Companies like Sunsilk are marketing their Lively Clean and Fresh Shampoo to growing audiences of Muslims.  A new TV spot for the shampoo focuses on the product’s ability to remove excess oil from the scalp.  But the commercial doesn’t show a woman tossing her thick waves of hair.  Instead, she’s wearing a headscarf.

The company says it’s the first hair care product developed specifically for the tudung wearer.  With more than 1.57 billion Muslims worldwide, look for more and more companies to target that growing demographic.  “Islamic Marketing” is the next wave in branding according to many marketing experts.  Up to now, it’s mostly been limited to India, China, and the Middle East.  But look for it to start moving west.

Colgate-Palmolive, already claims to be the first global company to have received halal certification in Malaysia for toothpaste and mouthwash products. The challenge for CP is that some mouthwashes may contain alcohol, which would be forbidden under halal guidelines.

Marketing is about reaching the largest possible audience.  As a result, better get comfortable with the next wave of advertising.

Your thoughts?

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One Comment

  1. Hi,

    With the global world of consumerism having exhausted all possible niche markets, the next untapped and large segment is the Muslim market. 1.8 billion people with high purchasing power demands a second look by marketers, but with it comes distinct opportunities and pitfalls to be aware of.

    Here’s an article on Halal Media that explains in brief how global brands should market to Muslims, with your permission of course. http://halalmedia.my/2010/11/15/halal-product-marketing-which-way/

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