Cosway Launches New Product Lines Diamond Royale and Dignita

Cosway, the Kuala-Lumpur, Malaysia-based direct seller of skin care, personal care and clothing, recently launched two new product lines: Diamond Royale, a premium line of skin care products, and Dignita, a collection of scarves.

Diamond Royale is a luxury skin care line from Switzerland. It comprises six products containing the ground-breaking Age Correct Complex and adopting self-regenerative stem cell technology to bring skin back to its youthful state. It is enriched with extra-fine black and white diamond particles, offering a unique approach to anti-aging.

The Dignita brand celebrates the empowerment of women and, according to Cosway executive director Dr. Alice Lee, is positioned as trendy, fashionable and youthful. Cosway has teamed up with stockist Naelofar Hijab for the first limited edition of Dignita printed satin scarf collection, which will be exclusively distributed by Cosway nationwide and online through Cosway’s website.

Dignita is part of what Lee said is a rebranding effort for the company. “Cosway is known to be Chinese-centric, but we’re doing a rebranding,” she said. “We want to expand our horizon and target new audiences.”

As part of its business re-engineering and rebranding strategy, the company added a new feature into its business model, the Experience Center, or e-centre, which is an online one-stop store targeted to the younger generation.

Tan Sri Vincent Tan, executive chairman of Cosway’s parent company Berjaya Corp Bhd, noted that the new e-centre feature offers members another source of income—with commissions of up to 15 percent of sales—without handling stock and inventory. “We believe this is what the younger generation will embrace because it’s online and will provide convenience for members and consumers,” Tan said.

Tan also expressed confidence that new product offerings will spearhead Cosway’s penetration into the Malay direct-selling market environment. “The introduction of new products such as Diamond Royale and Dignita will provide more options for members to promote in the competitive direct-selling environment,” he said.