During the May Day holiday, PROYA, the flagship brand of Proya Cosmetics, launched the "No Skin Drama, Just PROYA" campaign at Guardian's largest flagship store in Asia, located in Malaysia. Thanks to the popularity of the Advanced Original Repair Series, PROYA set a record for the highest single-day sales by a Chinese cosmetics brand in the store's history.
Held at the Guardian flagship store in Mid Valley Megamall, Kuala Lumpur, the "No Skin Drama, Just PROYA" campaign attracted significant local engagement, earning widespread recognition and acclaim.
In response to skin sensitivity issues caused by Malaysia's tropical climate—characterized by high heat, humidity, and intense UV radiation—PROYA highlighted its Advanced Original Repair Series during the event. The products' focus on skin barrier repairing, soothing, and strengthening perfectly meets the essential needs of local consumers. To deepen consumer engagement and reinforce its "Scientific Skincare" positioning, the event featured prominent local skincare influencers as "One-Day Store Managers." With store check‑ins, GWP offers, and lucky draws, the campaign significantly boosted PROYA's brand awareness in Malaysia, laying a solid foundation for its long-term operations in Southeast Asia.
The event's success and market recognition are the results of the deep strategic partnership and channel development established between PROYA and Guardian Malaysia. In late April, PROYA and Guardian officially established a strategic partnership during the "Guardian SkinQi Asian Derma Concourse" in Malaysia. This led to the rollout of core hero collections, including the Advanced Original Repair Series, the Advanced Firming Nourishing Series, and the Double Effect Brightening Series, across Guardian stores nationwide.
As one of Malaysia's leading health, beauty, and personal care retailers, Guardian has a decades-long presence and an extensive network in key commercial districts. It commands strong consumer trust and brand influence, particularly in the skincare category. Leveraging this robust retail ecosystem, PROYA's market penetration will be significantly enhanced as its products are progressively rolled out across more than 200 Guardian stores throughout Malaysia. This establishes an offline retail network with precise reach and extensive coverage, further solidifying the brand's awareness and influence in the local market.
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