Celebrate Raya with Guardian and a journey to self-betterment

Guardian Malaysia has launched a new campaign, “Serlahkan peRAYAanmu dengan guardian” (‘Own your Raya celebrations with guardian’), celebrating self-improvement and personal transformation as Malaysians prepare for Hari Raya/Eid al-Fitri.

This campaign, created in collaboration with creative agency FCB SHOUT, is part of Guardian’s larger “Own Your Beautiful” brand initiative. The campaign features a fun and uplifting brand film that follows a family of five as they get ready for Raya. From skincare routines to health tips, the film shows how they each “glow-up” and embrace self-care, with some amusing moments shared with their relatives.

The eldest sister in the film surprises everyone with her flawless skin, which she attributes to her nighttime skincare routine. The parents also show off their healthy new selves by dancing, while the brother sings about his improved hair. Finally, the main character, played by Alyssa Dezek, shares her newfound confidence after using Guardian’s beauty products.

The campaign promotes the message that Raya is more than just a celebration; it’s a time for reflection, renewal, and self-care. Guardian believes that looking and feeling one’s best is an important part of the festive season. That’s why they encourage Malaysians to embrace self-care not only during Raya but as an ongoing journey towards confidence and well-being.

In addition to the brand film, the campaign also includes special limited-edition green Raya packets, in-store and online promotions, mall activations, and digital content across social media platforms. Guardian has also partnered with local fashion brand Fiziwoo, showcasing how celebrities prepare for Raya and the beauty products they use.

This year’s campaign builds on Guardian Malaysia’s recent rebranding efforts, which shifted the focus from traditional beauty standards to a more inclusive, empowering vision. Their new brand purpose, “Own your everyday,” encourages individuals to take control of their beauty and wellness journeys through small, meaningful steps and personal commitment.

With “Own your beautiful,” Guardian is inspiring Malaysians of all ages to take charge of their self-care journey, making it easier to feel confident and ready to celebrate this Raya season.