Known for his creative ways of putting his message across, Ricky went all out for his Ganda 2003 blitz which gave a face to his innovative ideas. It was not until last year when he made beauty queen Ruffa Gutierrez his poster girl for his Gandang Ricky Reyes campaign. Prior to Ruffa, Ricky would use known models and movie stars for his pictorials. Remember Chiqui Hollman-Yulo who sported the look that Ricky became known for? Other celebrities he had for pictorials include Eula Valdez, Chin Chin Gutierrez, Wilma Doesnt (for Straight PErm), as well as Pops Fernandez and Sharon Cuneta in their younger years.
This time around, it’s Miss Gloria Romero, the queen of Philippine movies, who graciously accepted this "strange" offer to be an endorser at her age. Her appearance in the Ganda ng Lola Mo ‘Noh? billboards has, in fact, created an uproar. Cruise along South Superhighway or C5 and you will see Miss Romero, all in her elegant glory, sporting a pair of Jackie O shades and a hip leather jacket gamely posing for the billboard.
During the launch, Miss Gloria sauntered onstage astride a gorgeous hunk and aboard a big bike. No one dared imagine her doing this at her ripe old age. But Miss Gloria trusted Ricky (and director Floy Quintos for that matter) to take care of her onstage. The result? A show-stealing finale where the Queen was much applauded for her being a sport and, of course, for this new "image" in her long showbiz career.
Lending their images to the other Ganda 2003 components are Tanya Garcia and family (mom Cristy), sisters Denise and Trixie) for "Gandang Pamilya"; the Click! gang of Sherwin Ordoñez, Angel Locsin, Roxanne Barcelo and Tricia Romano for "Gandang Barkada"; and the true-blue Filipina beauty queens Marina Benipayo, Marilen Espino, Abbygale Arenas, Rachel Soriano, Gem Padilla, JP Abinuman and Lucia Santiago, all gorgeously garbed in Ben Farrales’ black-and-white masterpieces, for "Ganda Talaga!" Signature model Ruffa Gutierrez would have made a fitting finale for this beauty queen portion had she not been in Istanbul busily preparing for her wedding.
"Ganda 2003 is a major beauty and fashion presentation that urges Filipinos to look beyond physical beauty. It is all about attitude, an individual’s outlook in life, her values and how good she should feel about herself. I have always believed in this. It’s true I have made countless people look beautiful but at the end of the day, it all boils down to one thing – the happiness and contentment of my clients. My achievement lies in making people feel good, not just on the outside but more on the inside," shares Ricky.
The advertising industry was abuzz with talks for this recent campaign because of its highly innovative approach. No one could have guessed that it was Ricky who thought of all these – from the copy to the unique choice of endorsers to the strategic placements of the billboards.
A creative man not just in wielding scissors and fashioning out beautiful hairstyles, Ricky has always been known for taking his chain of salons to creative paths when it comes to products and services.
Having been in the business for 35 years now, Ricky has been honored by the Philippine Marketing Association (PMA) and presented the prestigious Agora Award for marketing way back in the mid ’80s. Ricky’s gut feel not only for entrepreneurship but also for marketing gimmicks that work have long been proven.
Lending able support to Ricky is his own A-Team, a creative group of seven dynamic personalities who have proven their craft through their years with Ricky.
The team is made up of Wendy, a master stylist; Odyssey, the youngest team member who, at 20, is already known for his individualism and styling innovation; Ronnie, a former maintenance crew who found his calling in hairstyling; Bernie, a former waiter who has impeccable skills in wielding scissors like a master; Roy, a wizard with the makeup palette; Bernie, a visionary of cutting- edge and contemporary styles; and Aiza, who is valued for his keen eye for translating the client’s request for unique haircuts.