International beauty firm intensifies presence in RP

Considered as one of the biggest worldwide manufacturer of hair styling products, international beauty company, Wella, refocuses its operation in the country with a new marketing arm and new strategies to hit the local market.

“For more than 20 years of operation, Wella has been doing good in the hair beauty saloon industry in the Philippines and we have been considered as one of the major players in this field but we want to capture more market share and intensify our operation especially on the local level,” said Richard Chan of i2 Beauty Philippines, the exclusive distributor of Wella products here in the country.

Seeing so much potential in Cebu as the second biggest market here in the country, Chan said that they are eyeing to strengthen their presence in the area by bringing in reputable stylists from Manila to teach local stylists of new hair trends using their products.

Just last January, i2 Beauty Philippines, Inc. has been awarded with the exclusive distributorship of Wella products in the Philippines.  Recently, Wella Philippines showcased their 2008 Trend Vision in Cebu.

“We want these local stylists to use our products and interpret new hair trends that will be suitable in the area so that we can establish Wella as a more preferred brand,” said Chan.

Wella is one of the world's leading cosmetics suppliers that founded in 1880. It looks back on more than 125 years of beauty expertise tracing its success to its professional, consumer (retail) and cosmetics & fragrance divisions. Since the year 2003, Wella AG is part of the Procter & Gamble Group (P&G), the leading global consumer goods company.

For many years now the company has been among the world market leaders for salon exclusive color treatments, styling, hair care and perming products.

In the early 1970s, Wella entered the consumer business placing focus on hair colorants and innovative styling and hair care products for the end users. Under a global agreement, marketing and sales of Wella’s consumer brands have been licensed to Procter & Gamble Group in 2004.

Since the business of beauty is fast paced through the aide of media, Wella had invested in intensive research and development to ensure market readiness and that their hair care product innovations go on to become bestsellers.

In their laboratories about 400 scientists are at work, in cooperation with international universities, institutes and some 7000 colleagues from parent company Procter & Gamble. The priority areas include research, pre-development and development for the color, styling, permanent wave and treatment units. At the same time they see to it that research results are transformed into products for hairdressers and end users worldwide. In the last ten years, the amount invested in R&D has almost been doubled leading to a multitude of patentable inventions.

Stressing on the importance of increasing the awareness and education of end users to the technicalities of their product and developments, Chan said that Wella Philippines this year will not only focus on growing their sales, but also provide training to their end-users nationwide.

“It is very important to be here in Cebu and to go to other areas to see the market then realize what else we can do and offer to our end users,” said Chan.