Cosmetic firm eyes 1B sales this year

Newly introduced Belo Essentials beauty products are poised to dominate the Philippine skin care market, snatching significant shares currently served by multinational brands and veterans of the industry.

Intelligent Skin Care Inc. (ISCI), maker of the Belo Essentials beauty product line, targets to hit at least P1 billion sales this year, maximizing affordability as its powerful shield over financial difficulties, and fierce competition.

In a press conference, ISCI marketing manager Lerma Sta. Cruz-Mendoza said despite the threat of economic difficulties, the company expects to generate stronger patronage, not only within the Philippine market, but also overseas.

 Belo Essential products already enjoy brand following from other countries, including Middle East, and by first quarter of this year, brand introduction will be made in United States—in Hawaii, East Coast, and also Guam, initially targeting Filipino Overseas Workers (OFWs).

Its success in the face wash category, which puts the brand at number two in the Philippine market, closely competing with multinational brands, will also bring other lines to upper “brand-pick” level, and ultimately dominate the entire beauty care market in the Philippines.

ISCI, a subsidiary of Belo Medical Group, has only been in the market for over two years. Mendoza said the company is formulating programs to intensify branding patronage especially in the whitening lines, including face cream and toner, among others.

Enjoying the growing business of its whitening soap, body lotion and face wash, the brand recently added new products --- toner and day/night cream --- to complete its skin whitening line.

Based on a market study, the Philippine toner market alone stood at P1.2 billion. Belo Essentials hopes to capture 45 percent of this volume in the short-term, while encouraging non-toner users to start with this important regimen.

ISCI introduced its initial line of beauty products in second quarter of 2007. It easily achieved 48 percent growth a year after, reaping close to a billion pesos sales. 

Well known cosmetic dermatologist Vicki Belo decided to launch the lines of whitening products because in her 17 years of clinical experience, skin whitening has always been the most requested procedure.

According to Belo, the brand hopes to change the landscape of the skin care industry while carrying her credibility and expertise.

Mendoza added that offering affordable but quality products is one of the primary fuels to drive growth amid the financial difficulties. — Ehda M. Dagooc