The true meaning of Eid, or better known in Malaysia as Hari Raya Aidilfitri, goes beyond celebration with your loved ones. Hari Raya is also a season of giving back, especially to those in need. This year, Garnier Malaysia brought a new meaning to Raya celebration through its campaign, Serikan Diri Di Aidilfitri, by collaborating with retailer partner MYDIN to give back to communities through the empowerment of women.
This was made possible by working together with TechForGood, a programme under the Global Entrepreneurship Movement Association (GEMA). TechForGood is an initiative that uplifts and empowers micro-communities in Malaysia by facilitating the learning of new skills and improving their income through the help of technology. Since its inception in 2018, TechForGood has reached out to about 500 members.
At the campaign closing ceremony held at MYDIN USJ, Garnier Malaysia announced that the partnership with MYDIN would benefit TechForGood in two ways:
(1) For every Garnier product sold at MYDIN during the Ramadan month, RM0.20 was contributed to the programme; and
(2) For every RM30 and above for Garnier products purchased during the MYDIN roadshow between 24 – 30 June 2019, shoppers received a handmade pouch or reusable tote bag sewn by women under the programme.
Garnier has always been committed in supporting the needs of the local community, and the brand’s DNA carries through in Malaysia. “We don’t view our social responsibilities separately from our business activities – we integrate both seamlessly under our sustainability strategy. As a programme that helps the community by scaling up theirentrepreneurship skills, TechForGood’s vision is in line with our commitment, which is all about helping the local community in need,” said Ian Cheng, Marketing Manager of Garnier Malaysia.
“Throughout our Serikan Diri Di Aidilfitri campaign which ran throughout the month of Ramadan, a total of 48,000 gift items, handmade by women under the programme, were given out to shoppers. We are extremely pleased to share that a total of RM15,000 was raised in collaboration with MYDIN to support TechForGood, which will contribute to the advancement of the programme, helping to benefit even more of its members,” continued Ian Cheng, Marketing Manager of Garnier Malaysia.
Speaking about how Garnier Malaysia’s involvement has benefitted TechForGood members,
Ms. Deborah Melissa Bottreau, President of GEMA explained: “TechForGood is our technology matching program to ensure better access to its benefits. Many times, we find that the tech laggards are usually because they were strapped for time and resources to consider alternatives. We offer different outreach to empower their use so that they can adopt technology to earn and learn better. We thank Garnier who came on board to work with us in empowering some 50 women to have a renewed perspective on how to benefit from learning more skills and then applying these skills to earn. We hope to move to the next level of collaboration with Garnier for the next season so that this can be a sustainable
income for these women.”
For these three women from the TechForGood programme, learning a new skillset is an incredibly useful advantage. “I’m very glad that I was able to learn new sewing skills and contribute to the campaign by making the pouches and tote bags. Hope to participate in more programs like these – I can use my skills, gain extra income, and get to see my handiwork in public,” expressed Nur Nabila Faridil Azha.
Nurdiana Nadira Azizan stated that her skill set had improved after joining the TechForGood programme: “Thanks to Garnier’s project, I learned more about sewing, and I can put the skills to good use in future to further supplement my family’s income.”
For Nor Atikah Razali, sewing has always been more of a hobby, but she is discovering more potential with her newfound skills. “Apart from basic sewing techniques, I didn’t know how to design or market my handiwork. Through the campaign, I learnt how to sew bags! When I see the pouches and tote bags I made being given as gifts, I feel so proud of my achievements. This has definitely boosted my self-esteem!” she said.
Celebrities Amyra Rosli, Shafiq Kyle and Azira Shafinaz were also present at the Serikan Diri Di Aidilfitri campaign closing ceremony. For all three, who appeared in the recent TV3 miniseries Serikan Hatimu, this Raya’s celebration was made all the more meaningful by supporting a good cause that empowers women. They expressed their support towards Garnier, and even shared their favourite products.
Garnier is a proud sponsor of Serikan Hatimu mini series, celebrating the beauty of friendship and the empowerment of women. To catch the recap, log onto to TV3 channel on YouTube.
For more information about Serikan Diri Di Aidilfitri campaign, Garnier and its range of beauty and grooming products, please go to https://www.facebook.com/GarnierMalaysia/.