NSA proposal-100222

LABEL DESIGN & PROMOTIONAL
PROPOSAL PRESENTATION FOR

NSA EMPIRE SDN BHD

HAND SANITIZER & FACIAL MASK

the brief

scope of work

the brief • Established in 2008 as the Muslimah clothing brand
‘DeZahra’ producer and manufacturer
scope of work
• Due to Covid-19 pendamic, the company ventured into
the company essential business line in producing and supplying PPE,
Medical Glove and Face Mask.

• Became a global supplier by supplying premium quality
gloves and masks

• Backed by strong strategic alliances with world
recognised gloves and mask manufacturer.

• Currently promoting it’s own ‘DeZahra’ Brand Hand
Sanitizer and introducing a new ‘Top Mask’ Brand Pink
3-Ply medical Face Mask to the market.

the brief

scope of work

the requirement

• To develop a new label design
for NSA’s DeZahra Hand Sanitizer

• To propose suitable IMC
activities for NSA’s Facial Mask
and Hand Sanitizer

the brief DeZahra Hand Sanitizer content benefits
• Gentle and moisturise hand skin
scope of work • Rich with Vitamin A, C & E
• Glyserin aid in soften skin
product brief info • 70% Isoprophylene Alcohol content kills

99.9% germs and viruses
• Rise free and gentle to skin

DeZahra Hand Sanitizer features
• Clear thick bubble gel form
• Quick dry on skin
• Main ingredient from Aloe Vera gel

and Aqua

the brief Top Mask 3-Ply Medical Face Mask Features
• Glass Fiber Free
scope of work • Graphene Free
• Breathable and comfortable material
product brief info • Adjustable Nose Bar
• Compliance with ASTM F21000
• Bacteria Filter Efficiency (BFE) >99%
• Particulate Filter Efficiency (PFE) >95%
• Comply to EN 14683 Type IIR standard

Top Mask 3-Ply Medical Face Mask Function
• can be used for medical applications
• suitable to filter germs, bacteria as well as

dust and air particles.

the brief

scope of work

target audience

• Mass Local and International Market
• Online purchaser / buyer
• Decision Maker in a family
• Health conscious individuals

DeZahra Hand Sanitizer

Agency’s Review

De Zahra Hand Sanitizer

Agency’s Review • In general, hand sanitizers are one of the most
important supply in today’s New Norm environment.
De Zahra Hand Sanitizer
• Plenty of producers and brands available in the market
the scenario offers similar functions with sorts of variation.

• Everyday, there’s always new entrant to the market

• Consumers choose their preference and ‘just buy’
what’s available without wary

• Those who cares will seek for information for safety
reasons but some says “it’s all the same” either in
liquid, gel or foam form.

Agency’s Review De Zahra Hand Sanitizer…
• Is a new player in this product category and in general is
De Zahra Hand Sanitizer
unknown to the consumer
the product …
• Brand is known as Muslimah fashion product

• Product appearance can be consider unique due to bubbles
appeared in thick alcohol based gel form hand sanitiser

• Nevertheless, the current label is unclear to read by
consumer, and unable to attract consumers to attention.

• If been placed in a shelf together with other brands, De
Zahra lost the opportunity to be purchase by consumer

Agency’s Review Nevertheless, De Zahra Hand Sanitizer…
• Got KKM Approved according to Control of Drugs &
De Zahra Hand Sanitizer
Cosmetics Regulation Act 1984
the product …
• Contains more than 60% isopropyl alcohol proven as better
disinfectant and effective in killing 99.9% germs and viruses
including COVID-19

• Propylene Glycol as the additive to absorb access water
and maintain moisture

• Comprising Glycerine to prevent dryness, scaly and skin
irritation

• Adding Aloe Vera as natural skin moisturiser and anti-
inflammatory agent

• Containing Triethanolamine that act as pH adjuster to skin

Agency’s Review But De Zahra Hand Sanitizer fact sheet highlighted on the Hazardious
Precautions such as:
De Zahra Hand Sanitizer • Keep out of reach of children

the product … • Flammable can cause Category 3 burn

• May cause irritation of the respiratory tract

• May cause nausea, vomiting and diarrhoea

• May cause irritation to the eyes of Category 2A

Does this means that this product is not safe or dangerous to
consumers/users?

If it is dangerous, why does KKM approve?

Agency’s Review Based on Agency desktop research, alcohol based hand sanitizer
is effective in disinfectant germs and viruses, and its safe to
De Zahra Hand Sanitizer consumer if use it properly.

the product … • According to WHO, It can be harmful to adults and children
if the gel is not fully dry on hands. It can cause category 3
burn if wet gel triggered by sparks and irritation to
respiratory tract when inhalation or swallowing as well as
to eyes upon rubbing eyes – WHO website, 10 Nov 2020

• Before eating or touching any food with bare hands, it is
recommended to wash hand with soap and water
because:

• Hand sanitizer only kills germs and viruses on skin,
but;

• Soap and water remove all types of germs, viruses,
harmful chemicals and heavy metal from hands

– WHO, 10 Nov 2020

Agency’s Review • The alcohol based hand sanitiser also safe for Children
below 5yo, if accompanied with proper guidance from
De Zahra Hand Sanitizer adult, because kids don’t have the knowledge to use it. –

the product … healthychildren.org

• It is safe to use frequently for hand hygiene. There’s No
evidence of alcohol from alcohol based hand sanitiser
could effect the user blood DNA if use frequently and long
term – WHO, 10 Nov 2020

• It is flammable because of the alcohol content.
Therefore, the ‘wet gel’ dispenser have to be place
away from sparks, heat and electricity/gas source and
been place at the cool area – WHO, 10 Nov 2020

The Proposal

De Zahra Hand Sanitizer

The Directions

The Direction

De Zahra Hand Sanitizer

the direction

Referring to Agency’s review, the direction will be divided
into 2 parts:

#1 : Focusing on De Zahra Hand Sanitiser’s
Label Design Direction

#2 : Focusing on De Zahra’s Hand Sanitiser’s
Promotional Direction

The Direction #1 : De Zahra’s Label Design Direction

De Zahra Hand Sanitizer The label should be able to “carry through the De Zahra brand
continuity” as the company venturing into the new product and new
the direction market.

The product should be able to be “outstanding in the new market
entrant” comparing to similar product category.

Therefore, the label design direction should be:

• Fresh

• Inviting

• Trust

• Confidence

The Direction #2 : De Zahra’s Alcohol Based Hand Sanitizer
Promotional Direction
De Zahra Hand Sanitizer
Being the new player in the market, the promotional direction should be
the direction able to establish “the distinction of the product offering” comparing to
others, “the drive to consumer” to purchase and “the approach” to
different De Zahra to other brand.

Agency proposes the promotional direction should create the product as:

• Trustworthy

• Reliable

• Caring

• Safe

The Ideation

Label & Packaging design

The Ideation

Label & Packaging Design

the label & box design #1

The Ideation

Label & Packaging Design

the label & box design #2

The Ideation

Label & Packaging Design

the label & box design #2b

The Ideation

Label & Packaging Design

the label & box design #3

The Ideation

Promotional Activities

The Ideation #2 : De Zahra’s Alcohol Based Hand Sanitizer
Promotional Direction
Promotional Activities
Being the new player in the market, the promotional direction should be
the direction able to establish “the distinction of the product offering” comparing to
others, “the drive to consumer” to purchase and “the approach” to
different De Zahra to other brand.

Agency proposes the promotional direction should create the product as:

• Trustworthy

• Reliable

• Caring

• Safe

The Ideation

Promotional Activities

the approach

The promotional message should not

only focusing on the product benefits and contains per se

Instead

Highlighting product USP and mini factual

kind-off concept

The Ideation

Promotional Activities

the digital media

The Ideation

Promotional Activities

the media platform

Main Media
• Digital Marketing via SOCMED

Supporting Media
• OOH ie. Billboard, Tollgate Poster
• POSM – Life standee at pharmacy / outlet, Bunting
• Landing page – to expedite online purchase and rerouting

customer to get first hand information relating to product

Top Mask 3-Ply Pink Mask

Agency’s Review

Top Mask 3-Ply Pink Face Mask

Agency’s Review The scenario
• Since COVID-19, wearing face mask is the utmost essential
Top Mask 3-Ply Pink Mask
health wear urged by the government all over the world as
the product … New Norm lifestyle.

• Government of Malaysia also imposed the regulation of
wearing mask in public and will fine those not doing so.

• More brands and types of face mask available on shelves.

• There’s 2-ply, 3-ply, N95, reusable mask and all sorts of
design and material with similar functions offered for
market to choose.

• Consumer buy mask to obey the rules and bought it to suit
their budget.

Agency’s Review But… Is the face mask all the same?

Top Mask 3-Ply Pink Mask Through Agency’s desktop research, some facial mask doesn’t
meet healthy specifications guided by the KKM and could cause:
the product …
1. Suffocation to user as it was made by non-efficient
breathable material

2. Heat and sweat within the cover area that gives discomfort
to wearer

3. Rashes to skin

4. Respiratory tract infection and asthmatic due to dust,
material lint from mask and other air bound micro organism
entering the lung

5. Harm to health as it doesn’t filter well the germs and
viruses effectively

Agency’s Review Top Mask by Top Glove 3-ply face mask via NSA Empire is:

Top Mask 3-Ply Pink Mask • A 3-ply Pink Medical Face Mask that able to filter bacteria
and particles more efficiently
the product …
• Made of meltblown Fibre breathable and hygienic material
instead of Glass Fibre material

Glass fiber is being used by suppliers as it is a cheaper substitute
and looks similar to polypropylene, the main ingredient used in
meltblown and spunbound. It is also hard to tell the difference to
the naked eye. fiber glass is not a safe option for use in masks and
the safety of the people wearing and breathing through them. It
may cause irritation on nasal passage and upper respiratory tract,
stomach issues, asthma and bronchitis worse

• Adjustable nose bar to fit effectively to wearer facial shape

Agency’s Review Comparing to others, Top Mask 3-ply medical face mask:

Top Mask 3-Ply Pink Mask • is made from pink polypropylene spun bond non-
woven, a ‘soft’ comfort feeling and lint (hairy) free
the product … material

• Spun bond non-woven material also provides
hydrophilic properties that can absorb water and
retain its original properties and strength.

• High density filtration layer of melt blown filter that
able to filter bacteria/particles as small as 0.1 µm

Agency’s Review Is Top Mask 3-ply Pink Facial Mask the best option comparing
to most brands in the market?
Top Mask 3-Ply Pink Mask
Yes, based on ASTM (America Society Testing Material)
the product … standard rating, this product is rated ASTM-F2100 Level 2. It is :

1. Graphene Free – Single layer Carbon Atom that risk to
respiratory system

2. Fluid resistant

3. Breatheable material

4. Bacteria Filteration Effeciency (BFE) > 99%

5. Particulate Filteration Efficiency (PFE) >98%

6. Flamation 1 (Non-Flamable material)

Agency’s Review

Top Mask 3-Ply Pink Mask

Top Mask 3-Ply Pink Faace Mask Rating

ASTM Standard Rating

https://www.halyardhealth.com/

The Proposal

Top Mask 3-Ply Pink Face Mask

The Directions

The Proposal #3 : NSA’s Top Mask (Top Glove) 3-Ply Pink Medical
Face Mask Promotional Direction
Top Mask 3-Ply Pink Face Mask
As a global supplier who supplies premium quality gloves and face masks
the direction from a world class manufacturer, NSA should position the company
concern in selling only “high quality products”, “care about health” and
“only sells the best product” to the market. Also will not compromise for
sub-standard product that may harm consumers health

Hence, the promotional direction should highlighting the character of the
face mask as below:

• Premium

• Caring

• Comfort

• Safe

The Ideation

Promotional Activities

The Ideation

Promotional Activities

the approach

The promotional message should not

only focusing on the product benefits and contains per se

Instead

Highlighting product USP and mini factual

kind-off concept

The Ideation

Promotional Activities

the digital media

The Ideation

Promotional Activities

the media platform

Main Media
• Digital Marketing via SOCMED

Supporting Media
• OOH ie. Billboard, Tollgate Poster
• POSM – Life standee at pharmacy / outlet, Bunting
• Landing page – to expedite online purchase and rerouting

customer to get first hand information relating to product

THANK YOU