Splash gears up for Southeast Asia expansion

MANILA, Philippines — Splash Corp., a Filipino-owned producer of personal care products, is gearing up for aggressive expansion in Southeast Asia after winning a trademark registration case in Indonesia.

With the trademark victory, Splash no longer has any impediment to expanding its presence in the Southeast Asian country and throughout the region.

In 2004, Splash had applied for trademark registration of its flagship exfoliant brand Maxi-Peel in Indonesia, but an opposing brand succeeded in having the application rejected in 2010.

In 2011, Splash re-applied for trademark registration and finally succeeded.

The product registration for Maxi-Peel Micro-Exfoliant Fluid was also granted in December 2017.

Splash co-founder and CEO Rolando Hortaleza said with the trademark issue out of the way, the company may now expand aggressively.

The company will first introduce in the Indonesian market its Maxi-Peel Micro-Exfoliant Fluid. The target is to start selling the product within the month, to be supported by extensive marketing efforts,

Other Maxi-Peel variants will also be sold in Indonesia as soon as the company completes product registration for these other variants.

The company manufactures its Maxi-Peel Micro-Exfoliant Fluid in its manufacturing facility in Valenzuela City, which is among the low cost producers of soaps and lotions in the Philippines.

The finished products will then be exported to Indonesia.

“We are happy that Maxi-Peel has finally been registered in Indonesia. Maxi-Peel has considerable word-of- mouth following in Indonesia, but registration issues prevented us from directly selling the product in this market,” Hortaleza said.