Asel Tasmaganbetova, daughter of Imanali, secretary of the Eurasian alliance Csto and one of the country’s most prominent politicians, has launched a line of cosmetics that she advertises as an expression of the “authentic Kazakh spirit.”
Astana () – The most symbolic item on sale during the holidays in Kazakhstan is the new Asiyä cosmetic gel, which transmits “the fragrances of the steppe, which emanate from the dispersion of the fog on the ground, releasing a sensation of freshness covered with aromas of medicinal herbs,” according to the advertising presentation. Its production is born from the intuition of Asel Tasmaganbetova, daughter of Imanali, secretary of the Eurasian alliance Csto and one of the most prominent politicians in the country, who has occupied the top of state structures since his time as assistant to President Nursultan Nazarbaev at the end of the Soviet period.
The product claims to be “the carrier of the secrets of centuries-old traditions, which give strength and health.” What is called the “first national brand” aims to inspire the development of people’s lives by “releasing the soul and magic of Kazakh plants.” The name Asiyä carries many meanings, in addition to the unlimited size of the continent: on the packaging, the letter A is printed with the stylized image of the yurt, the tent of the steppe nomads, while the letter Y represents the cup with the one where tea is drunk, accompanied by all kinds of dishes, in the warmth of home and family welcome, all with a clear Made in Kazakhstan sign.
As Tasmaganbetova explains in an interview with Forbes, «the idea was to create a national brand that met the best standards and was accessible to all Kazakh families… we live in Asia, but in cosmetics and many other fields we use the best European products, and this is strange to say the least. The intention was, therefore, to make “the authentic Kazakh spirit” accessible, with a production of soaps, shampoos, conditioners and shower gels, which for now can only be purchased online, but which will soon also be available on counters. of the main commercial networks and markets.
The “healing cosmetics” factory is located in Almaty, the capital of southern Kazakhstan, on an area of 2,500 square meters. It is not limited to “filling small bottles with already prepared aromatic liquids”, explains the businessman, but there are “laboratories to research suitable and always new formulas”, in order to obtain the Gmp (Good Manufacturing Practices) certificate that guarantees the maximum quality level according to international standards, paving the way for distribution through agreements with the most important brands in the world.
The name “Asiyä” can be pronounced as “Azia” or as “Asia”, in the first case evoking a famous novel by the Kazakh writer and philologist Olžas Suleymenov, entitled Az i Ja, “I and I” in the Old Slavonic variants. into more modern Russian, from the great masterpiece of the time of Kievan Rus, The Song of Igor’s Host, which tells of the battles of the Russians against the Polovtsy, the nomads from Asia and ancestors of the Kazakhs. The name “Asia”, pronounced with a voiceless S, recalls the name of the creator of the product herself, Asel, which is linked to her grandmother’s name, “Asia”, and the family is certainly not a secondary factor in the story. of Tasmaganbetova, and of Kazakhstan as a whole.
Asiyä products seek to express harmony not only with the roots of the Kazakh land, but with the entire world, expressing the current spirit of the nation in the midst of epochal changes. In production, ecological methods are scrupulously respected, without using parabens or toxic preservatives, and without experimenting on animals, even obtaining ḥalāl certificates in accordance with Islamic law. The daughter of the Eurasian leader concludes by saying that “by choosing this national brand, you become part of a new vision of the world, in which beauty and self-care do not harm the environment, but contribute to improving everyone’s lives.” .
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