A scent of success


  • Columns
  • Monday, 08 Jun 2015

Celebrity turned businesswoman Rozita Che Wan has been busy up with her Padusi Couture clothing line and her own brand of perfume called Precious by RCW.

SMEBiz speaks to actress Rozita Che Wan about how an idea to create a fragrance line is coming up roses.

NOT MANY people can say they have their own perfume line, but actress Rozita Che Wan is one of the few who can.

The actress may have a whole host of perfumes on her vanity table to choose from, but these days, there is only one particular fragrance that she really loves and is her current favourite, Precious by RCW.

Of course it also helps that Precious by RCW is the perfume that she unveiled last month. A 20ml travel-friendly bottle of the eau de parfum costs RM30.

Rozita says it smells so fresh and stays with her all day long and is good for daytime or a night out.

“I have a huge collection of perfume and I used to spend a lot on perfume when I travelled overseas. But after coming up with Precious, I can’t go without it. The scent is packed with hints of natural vanilla, musk and rose. The woodsy fragrance can last the whole day, is affordable and certified halal,” said Rozita.

A fragrance was an idea she had been toying with sometime back. Many expected her to plunge into any form of beauty business, as Rozita is known for her flair in clothes and cosmetic. But, she decided to venture into Muslim clothing first with Padusi Couture, which she set up with the help of her celebrity sister Ayu Raudhah, to sell a line of abaya and shawls.

From then on, Rozita slowly branched off to set Padusi Production Sdn Bhd (Padusi), producing TV dramas and cooking shows like Rendang Dendang Dangdut, Aku Yang Masak, Kau Yang Panas and Resepi Memikat Suami. The shows featured 12 celebrities like Ieda Moin, Dafi, Keith Foo, Michael Ang, Marsha Milan, Amelina and Nadiya Nisaa, cooking their favourite recipes.

“I wanted to focus on Padusi Couture and Padusi Production because, being new to business, I knew I would come across risks. After six months, the business picked up and we are adding the latest collection in Padusi Couture for Raya.

“Our new cooking shows from Padusi Production are also popular because of the new concept and I’m already inspired to do more TV shows and dramas,” said the mother of three children.

The positive feedback from two ventures spurred Rozita to come up with her perfume line Precious RCW. She says she invested more than RM100,000 for the R&D, product and packaging design of the perfume.

“I’ve always loved perfume so imagine how excited I was to release a perfume carrying my name. It’s called ‘Precious by RCW’ because of all the precious moments, precious people in my life and also to mark how significant to have a perfume brand. I wanted it to be different; after all it signifies moments of my life and experiences.

“The first time I sprayed Precious by RCW, I instantly fell in love with it and it complemented my body chemistry. I knew straight away I had the right formula. Since it is an eau de parfum, it is concentrated and the smell is warm and seductive. I could drown myself in Precious RCW and still not get enough of it,” said the former beauty queen who is married to actor Zain Saidin.

With so much competition from foreign perfume brands, Rozita knows it is not going to be easy to penetrate the market.

“International companies spend millions to promote a new scent, whereas someone like me can only hope my perfume grows to become a household name locally. All I want is a perfume that Malaysians can be proud of and will be around for years to come,” said Rozita who has plans to come up with a kid’s clothing line next, especially for her baby, Aaisyah Dhia Rania, who is also an ambassador for the baby brand Mothercare.

She says Precious by RCW is a signature perfume that truly reflects her true image and persona.

“I know it may sound crazy but I want every woman to have Precious in their handbag. I have decided to keep the price affordable and not go for exclusitivity, so I pegged it at RM30 so that more people can buy it. Since I want it to appeal to the masses, I had to find the right scent for Precious. In the end, I settled for pure vanilla extracts, with musk and rose but it has to be the right balance of each so that it has an memorable scent. To get that mixture of all these exotic flavourings was the trickiest part. We tried a few times in small concentrations with the perfumer I selected to formulate the scent,” says Rozita.

Many experts says it takes three years for a perfume to turn a profit, but in Rozita’s case, all she had to do was to put Precious by RCW on her Instagram account and bottles started flying off the shelves. She says 5,000 bottles of Precious by RCW were snapped up in 10 days.

“I’m lucky as I didn’t have to do much publicity except for social media and word-of-mouth. I was so surprised when the stockists told me there was more demand than supply. So we have placed an order for 50,000 bottles for the second consignment, which will be due this month. Even I am left with only half a bottle of Precious. I’m waiting for the new stock to arrive,” said Rozita, who is also a brand ambassador and spokesperson for six brands of beauty brands.

She now has 30 stockists and several agents to help her market the perfume.

Rozita says the response to Precious by RCW is largely because of its distinct scent, affordable price and compact bottle, which can easily be put in the handbag.

“I know most who bought the perfume are my fans. They love the perfume because to them it is impressive. They say they feel connected to me whenever they wear the perfume. It is not easy to get the right perfume for your personality. Sometimes, they are too strong, too flowery,” she said.

Zieman has interviewed many personalities in her time, from the infamous Mona Fandey to the popular Shah Rukh Khan, from Jackie Chan to Kenny Rogers and Datuk Siti Nurhaliza.

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