For 27 years now, Ever Bilena has forged a trailblazing path in the arena of home-grown cosmetic brands and beauty products. Consistently cited by the Watsons chain as its best selling local cosmetic brand, Ever Bilena has ventured beyond its retail foundation, expanding its marketing and distribution via direct selling. And defying conventional wisdom, which would dictate that you don’t mix the two, EB’s head honcho Dioceldo Sy has successfully merged the two systems, and continues to experience yearly business growth. Known primarily for its cosmetics line, Ever Bilena now has an extensive body and skincare line, has its younger brand Careline, and in the fragrances arena (enjoys success with its Blackwater line for Men and Pinkwater line for Women). It would seem there’s no looking back for this maverick brand that combines quality products with enjoyable affordability, and has found acceptance across broad and diverse socio-economic sectors. And yet, rather than resting on its laurels, it has come up with something new!
A recent press event had three major reasons for celebration. Ever Bilena endorser Francine Prieto had just signed her second renewal, and EB’s thrust this year is its Naturals Body Lotion and the VCO-enriched (Virgin Coconut Oil) Hand and Body line. For Francine, the years with Ever Bilena have been mutually beneficial. A standout whenever the Direct Selling Division opens one of its Distribution Centers (DC), Francine’s unassuming, friendly ways, how she takes her duties during the motorcade with indefatigable earnestness and how she’s always ready to make feel special all those seeking her autograph during the sessions organized, have made her the DC’s favorite request!
As sidekick to Christian Bautista for Blackwater fragrances, Sam Concepcion is the endorser of Blackwater Jr., a line with four variants especially created for young boys. The surprise of the afternoon was Careline Tweeny’s (a body spray line for young girls) endorser Yssa Alvarez, daughter of Almira Muhlach and basketball star Paul Alvarez. Not only is she a young beauty, she’s also a great acoustic singer! A Viva recording artist, her Addicted to Acoustic 3 CD is a savvy mix of the hits of today — Taio Cruz, Travie McCoy, Lady Gaga, Beyonce, etc. — given the acoustic treatment. But what set Yssa apart that surprised me was when she sang live. She displayed a depth and maturity to her voice, one that belies her 14 years of age! When I listened to the CD, they had tried to keep her attack and delivery young and well, tweeny! But it was a revelation to hear her voice already has more than that, and that she even composes her own songs!
As Ever Bilena intensifies its Direct Selling efforts, the mission-vision of EB has changed. Sure, it’s there as beauty product lines, but now, it has also taken on the mantle of providing solid entrepreneurial possibilities for Filipino women all over the country. Dioceldo has invited me on some of these DC openings, and the recruiting, the enthusiasm of the direct sellers, the manner in which they hold the day as something truly special; all point to how they see EB as a channel of opportunity, a means to augmenting the family’s income, improving one’s personality and confidence to deal with others. We see the makeup, the body lotions the fragrance bottles and we may just see retail products; but to these women, these very same EB products represent something more than beauty. For them, it’s an adventure, a chance to improve their lives!
Serious funny bone
While these three novels are comedic in nature, one can’t help but note how they take on serious and pressing issues. It’s by virtue of making the reading so effortless and enjoyable, that the message still comes across, while we kick back, laugh and enjoy.
Star Island by Carl Hiaasen (available at National Bookstore): For anyone into anarchic, tongue-in-cheek comedy writing, Carl Hiaasen will be a familiar name. Florida is his homeground, and his latest, is a fast-paced, hilarious look at celebrity life. It’s ridiculous, extreme, out of control and we just can’t stop gawking, refusing to even blink. Cherry Pye is a Miley Cyrus-type, trying to make a comeback after episodes related to alcohol and drug-induced binges. She can’t sing an on-key note but thanks to her Lolita packaging, enjoys celeb status. Bang Abbott is an obsessed paparazzi and when he kidnaps Cherry’s stunt double, all hell breaks loose. Scruples and ethics get hurled out the window when you’re protecting the breadwinner. This is one enjoyable read!
Margherita Dolce Vita by Stefano Benni (available at Fully Booked): Not very well known here in Asia, Stefano Benni is an Italian satirist who cloaks his potent messages in sugary, fairy tale-like novels. Here, rampant and mindless consumerism and a socio-economic commentary is disguised as a teenage fable, and it works superbly. Margherita is the young daughter of a peculiar Everyman family. When neighbors move in, living in a black cube, her parents and two brothers are taken in by the shameless modernity and materialism that the neighboring family exemplify and proselytize. It’s a black comedy and there’s a smug laugh or appreciative nod on every page, thanks to Margherita’s unique, offbeat character and tone. Will make you want to read Benni’s other novels.
Blonde Bombshell by Tom Holt (available at National Bookstore): Move over Douglas Adams, Terry Pratchett; Tom Holt is in the house, and with this latest novel, he reinforces his status as one of the more off-beat, entertaining, comedic writers around. It’s 2017, and Lucy Pavlov (think Bill Gates of the near future) has no memories before 2015. If that isn’t unsettling enough, she whisked into a diabolical conspiracy that has Ostar — a distant planet — scheming to destroy Dirt — the planet we know as Earth. Unicorns, bombs that take on Artificial Intelligence and human form, octopus that work as computers and ludicrous aliens abound in this unique novel. As with Holt’s works, the humor, the laughs, disguise serious thoughts about our world and Life.