KIDS nowadays can’t seem to live without music. Well, I can definitely attest to mine.
It’s like as soon as we get into the car, the radio is the first thing they will reach out for.
During one of our drives, Datuk Seri Vida’s I Am Me came on and my minions squealed happily. It didn’t take long for all seven to launch into a massive sing-along.
The tune does have infectious beats and its memorable, simple-yet-catchy lyrics, appeal to the young and the young at heart.
When the song ended, my youngest spurted out the popular tagline: “Qu Puteh, Qu Puteh… barulah puteh”, as he touched his cheek with his two chubby fingers, and pouted his lips!
That little boy is lucky; any other parent who might cringe at the idea of Vida’s corny, over-the-top traits would have sent him to a military or tahfiz boarding school for behavioural realignment.
But, like or loathe her, the founder of skin-whitening drink Qu Puteh and health drink Pamoga sure knows how to create her brand, making it so effective and memorable that no one can ignore her existence no matter how much one tries.
You can find her brand plastered on everything that she does, from TV shows to sports and, almost recently, music.
I remember watching a TV show where she was interviewed at her home, this huge bungalow, apparently one of the many she owns.
Also featured was her fleet of luxury wheels, glittering jewellery draping her hands and, of course, her arm candies from various luxury designers.
Oh, if only I get to raid her wardrobe and keep maybe a quarter of her handbag collection, I’d be in handbag heaven!
Flamboyant and flashy, she can be a little tacky in her dressing and actions. While her tackiness at any measure of the barometer is subject to perception, one cannot deny that some may see it as something positive or even “cool”.
When I said she could be tacky, that’s just me imposing the world view of my standards on her. Malaysians generally love to criticise on social media, but let’s try to expand our views in the case of Vida.
For me, I realised that perhaps it is just part of the role she is playing. Donning diamond tiaras may also just be part of the get-up. She is loud and prefers to sell her health and beauty products by talking to you about them to death.
Her shocking pink garb is a trademark, which assaults your senses and fashion values. Bring her to a cave and the walls will be painted in a reflection of pink hues. Find her on television, and you would cry should your mother decide to stick with that channel because Vida is on.
And, for all of the aversions, I cannot deny that because of all these and more, she stands out from the many female entrepreneurs out there.
Vida was not brought up with a silver spoon in her mouth. She was just a regular school teacher before embarking on her Vida Beauty business, and later expanding it into a formidable empire. And, because she was a teacher, Vida knows about commanding the attention of her target group, a skill she acquired in classrooms.
Such rags-to-riches story makes for a charming tale and undeniably, an inspiration to many. With such a unique personality, she does have her fair share of haters, but one thing I noticed is that she never seems bothered by their nasty remarks.
Some called her glamour crazy while others felt that she is nothing but an attention seeker.
And, they are not entirely wrong.
As a savvy businesswoman, Vida knows exactly what she is doing. Her concern is on the need to be remembered, so that her products continue to sell like hot cakes — creating a strong, shocking effect where it is least expected.
The industry in which she dabbles in is so horrifyingly competitive.
As a great marketing and branding strategist, Vida is a fine example of an empowered individual who is not afraid to be different.
A made-woman is what I like to call her. It takes a lot of guts to be in her shoes and I know most of us can’t even hold a torch to her.
Besides perseverance and determination, Vida sure shows that she is indomitable and not afraid to take on the bull by the horns.
The lyrics of her song describe her to a T. It goes something like this: “I am fun, I am pretty, I am beautiful, I am a queen, I inspire your desire…”
While it is a personal right to frown upon her uniqueness, let us be fair and celebrate successful women like her.
Yes, she made bank. But, above all, her achievements are among the many, by other women luminaries in businesses, that signify the potential and recognition of Malaysian women.
Vida knows that she’s a limited edition.
Hizreen Azleena Kamal is a passionista with a keen interest in showbiz and pop culture (online shopping included!) And oh, she is also the entertainment editor