Latest news with #AidaSalfarazAhmadFadzil
The Sun
20-06-2025
- Business
- The Sun
Laura Mercier is official cosmetics brand for Malaysia Airlines cabin crew
SEPANG: Laura Mercier will serve as the official cosmetics brand for Malaysia Airlines' cabin crew, Malaysia Aviation Group (MAG) announced at a ceremony to mark the partnership today. MAB Academy COO Aida Salfaraz Ahmad Fadzil said the collaboration will eventually be extended to other frontline staff, ensuring a consistent and professional appearance at all customer touchpoints. 'This partnership unites two strong brands – Malaysia Airlines and Laura Mercier – to elevate grooming standards and empower our cabin crew. 'When our team feels confident, it reflects in the quality of service they provide to our guests,' Aida said during the launch at the Gold Platinum Lounge in the Kuala Lumpur International Airport. Malaysia Airlines' cabin crew will participate in comprehensive training led by Laura Mercier's global artistry team, focusing not only on makeup application but also on expert techniques, grooming standards and confidence-building. 'This initiative underscores our ongoing commitment to investing in our people and raising the professional image of our cabin crew to meet the expectations of leading international airlines,' Aida said. As part of the collaboration, Laura Mercier has worked closely with MAG to create two 'signature' looks. 'These are designed to accentuate the natural poise and elegance of the airline's cabin crew, while remaining practical for long-haul flights and diverse service environments. The looks are crafted using products from Laura Mercier's Caviar collection. Laura Mercier brand manager (Malaysia) Shervyn Kwong emphasised the company's philosophy of enhancing natural beauty with effortless elegance. 'Partnering with Malaysia Airlines enables us to develop signature looks that celebrate the grace and confidence of their cabin crew. Our Caviar collection, known for its long-wearing and high-performance formulas, ensures these looks remain flawless from take-off to landing,' she said. Aida said the partnership follows Malaysia Airlines' recent progress at the 2025 Skytrax Awards, where the airline climbed from 10th place in 2024 to 8th in 2025 for the World's Best Airline Cabin Crew. 'This achievement reflects the dedication and excellence of the airline's frontline teams.' As a member of the oneworld alliance, Malaysia Airlines connects passengers to 69 destinations across Asia, Australia, the Middle East and Europe, with access to over 900 destinations in 170 territories worldwide. 'Our cabin crew are more than just airline representatives – they embody warmth, hospitality and cultural grace on the global stage,' Aida noted. Through this partnership, MAG is equipping its cabin crew to present their best selves – polished, poised and proud – delivering consistent, confident, and elegant service at 30,000 feet, she said. 'By investing in continuous training and strategic collaborations such as this, MAG reaffirms its commitment to nurturing talent and delivering an elevated experience across the group,' Aida said.
Mid East Info
14-04-2025
- Business
- Mid East Info
MAB Academy and Ahlex Win 2025 IATA CBTA Center Innovation Award - Middle East Business News and Information
The International Air Transport Association (IATA) announced that Malaysia Airlines Academy (MAB Academy) and Ahlex were each recognized with the IATA Competency-Based Training and Assessment Center (CBTA Center) Innovation Awards. MAB Academy, the training arm of Malaysia Aviation Group, was recognized for its immersive virtual reality (VR) training program for dangerous goods handling. The development of this application is a collaborative effort between MAB Academy and the University of Malaya (Faculty of Computer Science and Information Technology). Their pioneering solution simulates real-life warehouse scenarios, enabling trainees to safely practice the preparation, classification, acceptance, and handling of dangerous goods. By blending theoretical knowledge with hands-on experience in a virtual environment, the training program significantly enhances engagement, understanding, and operational readiness. Ahlex was recognized for its immersive training solution implemented within its Digital Training & Experience Center for dangerous goods training. The solution incorporates 3D cargo simulations for both individual and group training, tablet-based checklists, and immersive wall and floor projections. These features enable participants to apply theoretical knowledge in realistic, safety-critical scenarios, supporting the development of critical competencies and improving workforce readiness. 'The safe handling of shipments classified as dangerous goods is essential. This includes handling lithium batteries, which are increasingly present in global supply chains. Handling such products safely requires well-trained professionals. MAB Academy and Ahlex are being recognized with IATA CBTA Center Innovation Awards for their immersive and digital training solutions. The realistic environments they have created for training strengthen safety and enhance compliance. We are proud to count MAB Academy and Ahlex among our network of 214 IATA CBTA Centers and encourage others to follow their example in raising training standards industry-wide,' said Brendan Sullivan, IATA Global Head of Cargo. 'MAB Academy's immersive virtual reality (VR) training program for dangerous goods handling was developed to provide a safe, realistic environment where trainees can build practical skills through simulated real-world scenarios, minimizing risks while enhancing preparedness. It's encouraging to see innovation in training being acknowledged as a key part of improving safety standards within the industry and foster a stronger safety culture,' said Aida Salfaraz Ahmad Fadzil, Chief Operating Officer of MAB Academy. 'As dangerous goods become more common in the cargo environment, it is even more important for training to reflect real-world challenges. Our Digital Training & Experience Center was designed to help participants apply what they've learned in immersive, safety-critical scenarios. This award from IATA supports the shift toward digital and more hands-on, competency-based learning in aviation,' said Isabelle Borli, Ahlex. Launched in 2023, the IATA CBTA Center Innovation Awards encourage all members of the IATA CBTA Center network to implement solutions that enhance operational efficiency, safety, and sustainability. The awards were presented during the 3rd IATA CBTA Center Conference held at the IATA World Cargo Symposium (WCS) in Dubai, UAE. The selection process for the 2024 IATA CBTA Center Innovation Award involved an evaluation by an independent jury comprising industry experts, IATA representatives, and independent validators. Entries were judged on their innovation, potential impact on industry priorities and sustainability, user-friendliness, implementation feasibility, and evidence-based effectiveness.
