Cosmetics firm goes environment-friendly

Godiva Inc., a company that produces beauty and cosmetic products, said it has switched to environment-friendly ingredients in its formulations for 26 SKUs (shelf keeping units) of lotions, soaps and creams as part of its corporate social responsibility (CSR) thrust.

The company said one of its products using an antioxidant squalane (oil from dog shark, an endangered specie) has been reformulated since last year and now uses imported olive oil (from the plant) aside from the licorice oil and virgin coconut oil used in most of the products. Squalane used to be in the anti-stress, sun care products of Godiva and in its pregnancy skin care kit.

Godiva president and CEO Fred Reyes said his company is also committed to sponsor all the environmental advocacies of its celebrity endorser, Chin Chin Gutierrez in universities and schools all over the country. Gutierrez makes the rounds of public schools and private universities to promote awareness of the environment and how to save the planet from degradation.

“Our choice of Chin Chin as endorser—first for the skin care stations and now even for the Godiva products — is an indication of how deeply involved we are on environmental protection and care,” Reyes said.

Godiva has also intensified its use of virgin coconut oil in all its products because of its desire to help local coconut farmers find newer markets for their produce and since sourcing locally would mean more savings for the company. Reyes, a chemist, said his company used to import all its ingredients before but now the percentage of local materials is increasing.

Godiva sources its virgin coconut oil from Laguna farmers now but is expanding to other Southern  Luzon provinces —where coconut is vastly grown.

Godiva sells its whitening and beauty products in its eight skin care stations in Metro Manila, Watsons in SM malls, Mercury Drug and all major department stores, Reyes said.

Its skin care clinics cater mostly to the A,B and broad C classes which are the most aware of available beauty options but compared to competing brands, Godiva products and services are more affordable, Reyes said.

Godiva opened its 8th store last Jan. 5 at the newly-renovated Metrobank building in Scout Torillo and Timog to cater to residents and offices in Quezon  City and nearby Luzon provinces. Major brands of derma clinics operate in the Timog and T. Morato area with Godiva being the newest locator.

Godiva started its local marketing through word of mouth and its entry into the export market was through departing Filipino workers and immigrants and eventually through the Internet.

Godiva’s thermafirme and thermashape treatment programs suit the fast-paced lifestyle of most people who have no time for regular exercise programs but would want to stay healthy and beautiful, said Reyes’ wife, Carleen who is the company’s chief operating officer.