MBCS & Safi Relaunch Safi Youth Gold Rania, Inspiring Women to Rediscover their ‘Gemilang’ Days

Empowering Women to Reclaim their Inner Radiance

MBCS, the full-fledged creative agency under Omnicom Media Malaysia, alongside leading global media and communications agency PHD, has unveiled its groundbreaking campaign in collaboration with Malaysia’s No.1 halal personal care brand SAFI.

For decades, Safi Rania Gold, as Malaysia’s first anti-aging brand, has been a trusted companion through the different seasons of a woman’s life, a name synonymous with confidence, radiance and care deeply rooted in

Malaysian culture and halal values. As skincare technology advances and the needs of Malaysian women evolved over time, so too has the brand.

It is this belief that inspired the relaunch and gave birth to ‘Semarakkan Seri Keremajaan Bersama Safi Youth Gold Rania’ (translated: Enhance your glow with Safi Youth Gold Rania).

The relaunch campaign converts a traditional product introduction into an impactful and empowering movement to help Malaysian women move past cultural insecurities and reclaim their confidence with grace and radiance back to their ‘Gemilang’ (glorious/radiant) days.

Leading the movement is new brand ambassador, actress and entrepreneur Fasha Sandha. Chosen not just for her beauty, but for her resilience and ability to rise above life’s challenges, as someone who embodies the spirit to rediscover her confidence and shine at every stage of life.

By leveraging deep cultural insights and the lived experiences of 100 real women, the campaign shines spotlight on women’s quiet insecurities across aging, marriage, and motherhood.

Jennifer Wee, Creative Director of MBCS said, “We didn’t just want to launch a product; we wanted to spark a movement that addresses the invisible struggles women face.

Starting with Fasha being the catalyst of the transformation journey and spotlighting 100 real women, we’re challenging industry standards and raising conversations about self-worth. We want to show that beauty isn’t about chasing youth. It’s about the resilience to reclaim one’s own ‘Gemilang’ or golden era, regardless of the pressure life puts on us.”

Through reality-style episodes featuring the journeys of 100 women sharing their personal stories of struggle and growth, Safi demonstrates that skincare moves beyond surface-level anti-aging claims and is reframed as an act of self-empowerment, courage, and renewed confidence.

Kazlina Mohd Kassim, SAFI Brand & Insights Specialist at Wipro Unza, shared, “As women embrace the many roles of motherhood, career, and family, they often become so devoted to caring for others that they forget to care for themselves.”

The MBCS team have taken a bold, human-centric approach to shape conversations in celebration of a woman’s resilience. It is not just about looking younger but about reclaiming the confidence to embrace every stage of life while keeping the spark that has always been within them.

Women must know that they are supported in their quest to rediscover their most glorious, ‘Gemilang’ days, and Safi is here to help reignite that spark.”

While other brands address the outer skin, Safi Youth Gold Rania chose to lead from within by building confidence first, so that radiance follows naturally.

This was rooted from listening to Malaysian women conversations, particularly after marriage and motherhood, as they prioritise the needs of their families, careers and loved ones above themselves, and may gradually lose touch with their confidence, identity and sense of self along the way.

The relaunch is not about abandoning its heritage but honouring it. Now returning as Safi Youth Gold Rania with innovative and upgraded formulations powered by Tri-Active Peptides, leading as the first halal PDRN Serum in Malaysia.

Alongside this is a full range refreshed packaging that reflects the modern Malaysian woman while staying firmly grounded in the cultural truth and grassroots connection that has always defined the brand in this era.

The campaign’s powerful narrative is underscored by a reimagined version of Jaclyn Victor’s iconic song  ‘Gemilang’, now performed by Yulia Kamelia with lyrics specifically adapted to reflect the transformative experiences of the participants. With overwhelming support from the community, the campaign has resonated deeply by validating the real-world struggles of its target audience, proving that beauty is most powerful when it is rooted in authenticity.

“The team was proud to tell these stories of women in different facets of life, who shared their vulnerabilities and profound transformations to rediscover their inner and outer glow. It proves that every woman deserves to feel radiant at every stage of their lives,” Jennifer adds.

View the top 5 most inspiring stories:

1. The Brand Ambassador – Watch here

2. Confronting the spousal gap – Watch here

3. The Stay-at-Home Mother – Watch here 

4. Transitioning to Motherhood – Watch here

5. The Single Parent – Watch here