Ever beautiful, ever growing

DSS Trading started out as a one-man, one product enterprise in the 1980s. The man was Dioceldo Sy and the product was a Taiwanese-made nail polish called Ever Bilena. Within one year, the company increased its product line to eight and its monthly sales from P20,000 to P60,000, enough reason for Sy’s brother, Silliman, to quit a promising career at SGV & Co. and join the business as chief operating officer.

"As president and chief executive officer, my brother focused on securing financing, sourcing products, and meeting importation requirements. I took over operations–bringing samples to retailers, booking orders, supervising beauty consultants assigned to retail shops, and collecting payments," said Silliman Sy.

Early in the business, DSS Trading changed its distribution strategy, shifting from wholesalers to retailer.

Today, it distributes its products to 1,100 outlets of department stores and convenience stores located from Tuguegarao to Zamboanga.

"We have also begun accrediting distributors for Visayas and Mindanao to make our products available in far-flung areas. This year, we are targeting 10 to 12 licensees nationwide. So far, we have already signed up three distributors while two are in the process of being signed," said Sy.

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Historically, DSS Trading has targeted the B-C-D market.

"Ever Bilena was the first imported cosmetic product offered at the price of local cosmetics. It was targeted at working women who cared about their looks but were practical and, therefore, preferred affordable but quality cosmetic brands," said Sy.

"In the beginning, we had no advertising at all. Our products were promoted essentially through word of mouth."

Last year, the company began to expand its market by introducing three brands aimed at distinct segments of the female population.

"The objective is to retain our traditional customers and attract new users by catering to specific demographics," said senior vice-president for marketing Reynaldo Navarro.

For example, the Advance brand is designed for the upper middle-class career and professional women willing to pay more for cosmetics which offer added value features such as sun-screen protection and a wider array of colors while GTC is aimed at the 18- to 25-year-old market and is, consequently priced 10% lower than the regular cosmetic line.

The third brand, Clear Cosmetic, targets the fashionable woman, regardless of age.

A line of hypoallergenic cosmetics will be launched this year while liquid eye shadow, high-cover foundation, and flexi-coat mascara are being developed by a German-based supplier.

"To grow the business, it is important to adhere to the basic business paradigm of good quality, value for money, excellent customer service, and product innovation," said Sy.