Korean direct selling firm enters Philippine market

CEBU, Philippines - Global Atomy, a Korean beauty and wellness direct selling company, has entered the Philippine market with Cebu as its launch pad to penetrate a sizeable chunk of the over 100 million consumer base in the country.

The Korean company, which sells a wide array of beauty and skin care products, including organic dietary supplements, is marketed through direct selling system through Cebu-based Korean beauty educator Sophia Lee.

In an interview with Lee, she said that the brand expects to immediately gain attention from Filipinos, not just because Korea is known as the "beauty authority" in Asia, but also the fact that Filipinos have strong acceptance of Korean fashion and lifestyle.

The Philippines is the newest country that the company had entered into, joining Japan, Taiwan, Singapore, United States, Canada, and soon Malaysia.

Lee said the company plans to open two distribution outlets in the Philippines. An outlet in Manila will be opened next year.

The Cebu Top Center, which is the headquarter hub for the Philippine operation was opened recently. Easily, Lee said direct selling system already registered over 300 members. An expanded center will be opened in Cebu by January of 2016.

"The market for beauty and wellness in Cebu and in the Philippines is encouraging," said Lee adding that it is not difficult to convince the market, due to the brand's popularity as an effective beauty and wellness name.

Established in 2009 by Kolmar BNH (sbt), the brand's organic products include skincare, personal care, home care, and food supplements for its healthcare option.

Aside from affordability, the company offers free membership, provided that a member will purchase a product a year.

A member can also make a business out of selling the products, as members are entitled to get at most 50 percent discount.

Atomy Inc. is partly-owned by the Korean government. Its products underwent intensive research by the Atomic Energy Research Institute.

While direct selling is not new to the Philippine market, with the thriving direct selling companies like Avon, Lee said the Korean brand is confident to make the Philippines, as one of its fast growing markets. — Ehda M. Dagooc (FREEMAN)