Psalmstre gains ground in Middle East market

CEBU, Philippines - Apart from saturating the domestic market as one of the most-preferred anti-aging soap brands, a Filipino cosmetics brand gains global market penetration particularly in the Middle East and improves its product line with a brand new and enhanced skincare formula.

Psalmstre Enterprises, Incorporated (PEI) president and chief executive officer Jaime Acosta said in an interview that 2012 has been a challenging year for the company but was able to cope up with its export markets.

In terms of market share, he cited that Manila remains as the largest contributor which is followed by the international market and Cebu as the third biggest, accounting 20 percent of the total sales.

He further noted that to date, the Middle East is the Philippine’s largest overseas employer accommodating around 2 million Filipino contract workers in Saudi Arabia, United Arab Emirates, and Qatar alone.

With its wide reach to Filipinos and foreigners abroad, the region is considered to be the strongest among all of the company’s export markets.

He said that Psalmstre currently enjoys a strategic marketing retail distribution in major hypermarket chains and stores located in key cities in the region specifically in Saudi Arabia.

The support from the Filipino communities, he added, has helped the brand activation of the product since most of the Filipinos abroad are already users of Psalmstre brands that eventually influence prospective international clients.

“Maraming Filipinos who work abroad and majority of them are women. Ang paradigm kasi ng mga Filipinos kapag maputi ka, maganda ka. They are very keen when it comes to their skin. As long as ganyan ang kanilang perception, meron kaming market,” Acosta explained.

The PEI beauty products which include the New Placenta as its flagship brand, Olive C and Glutamin soaps have received wide acceptance and positive reception from Overseas Filipino Workers and foreign nationals.

Global distribution of Psalmstre products also include Hong Kong, Singapore, and North Africa region with anchoring branches in US mainland, Hawaii, Canada, Mexico, and New Zealand.

He also commended the remarkable sales performance of the company in the Cebu market due to its improved economy which is fueled by the increasing tourist arrivals, business process outsourcing boom, more employment opportunities and higher spending capacity of the Cebuanos.

Having been in the beauty soap industry for 13 years, the exclusive manufacturer of the anti-aging brand tested the waters in the export market since 2006 and started to penetrate the Middle East region in 2009.

However, even with the positive market reception abroad, Acosta said that there are still companies imitating Placenta and other whitening products that damages the industry.

“Even with our strong sales and marketing strategies, it is still a struggle in the industry. As much as possible, we explain it to the clients and encourage them not to sell. Kahit nga with the intervention of the government and police organizations, hindi pa rin nasusugpo,” he added.

He then advised retailers and suppliers to be wary and cautious when it comes to imitation of whitening products in Chinese brands.

This year, Acosta remained bullish that the New Placenta herbal beauty soap will continue to pose a strong potential with the introduction of the All New Placenta with Advanced Placenta – Care Formula.

Psalmstre’s Advanced Placenta Care Formula Classic Soap contains the right amount of bio-placenta and plant extracts to provide and maintain a whiter and younger-looking skin.

The new formulation also has other natural active ingredients such as papaya enzyme, aloe vera, virgin coconut oil, and vitamin E to exfoliate, whiten, and nourish skin safely and effectively.

The launch of the New Placenta beauty care product line also includes Placenta facial toner, New Placenta hand and body lotion, New Placenta day cream and night cream.

Acosta said that as the pioneer of the Placenta brand that is popularly known as skin whitening and anti-aging in one, Psalmstre continues to introduce new products and improve its established brands to address the evolving needs of the market.

Apart from its improved skincare formula, the company also introduced its new packaging and new product endorser.

Ms. Earth-Air (first runner-up) 2012  and Ms. Philippines-Earth 2012 Stephany Stefanowitz, who is also a confirmed user of the brand, is named as the new face of New Placenta .

Manhunt International 2012 winner June Macasaet, on the other hand, will endorse the New Placenta for Men to be launched in March this year.  (FREEMAN)