Making a 'Splash' in direct selling

MANILA, Philippines - Mention the word Splash and the first thing that comes to mind is skin care and personal products. After all, the company founded by Dr. Roland Hortaleza and his wife has become one of the top companies in the country and is known for its whitening, exfoliation and hair serum products. Wanting to expand and increase the company’s awareness among Filipinos, Splash has embarked in a new field— direct selling.

According to Gary Morales, assistant vice president for Splash direct selling, the company saw two strategic values in entering the direct selling field.

“We want to strengthen our leadership. Second, we want to increase our consumer base, reach more consumers and our target market,” says Morales.

Since its launch in November last year, Splash has opened its first distribution center in Starmall, Shaw Boulevard and Starmall, Caloocan. The third branch in Alabang is set to open and the company is targeting to put up 10 more branches this year.

Morales says he was overwhelmed by the market’s acceptance of Splash’s new division. “We thought we will be having a hard time penetrating the direct selling market, but given the strong background of Splash, we were overwhelmed by the positive response of the market. Splash as a direct selling company, I think is easy to introduce. Market acceptance is easy because consumers know our company. They know our strength which is skin care.”

What makes Splash’s direct selling division different according to Morales is that we will not offer what is already out in the retail market.

“As a company, we offer the highest paying opportunity to our dealers. We also offer innovative and effective as well as safe products as we abide by BFAD regulations. Our products are more affordable than the market leader. We want to provide the best for our consumers,” he says.

But despite having the name to carry them, Morales also had their concerns in deciding to launch the direct selling division. “In direct selling, you lend to the dealers, but we were able to address that because we want to help more Filipinos,” he says. He also cites the company’s corporate cause, “we want to uplift the pride and economic well-being of more Filipinos.”

With two branches up, inquiries have been pouring in from other interested dealers. Morales said that they are currently studying various proposals and would like to target key areas for expansion.

Aside from earning their own income, Morales says their dealers, which are mostly housewives and young women, became empowered by their involvement in direct selling business. “They are now aware of improving themselves,” he said.

Morales says the company has been providing them with orientations in skin care, make-up and personality development.

Currently, the direct selling offers the following brands; Baby Spa, CMX Cosmetics, Alchemy for Him and Her, Live More, Skin MD, Seriously White and Nutress hair serum. Morales said that the company will be adding more brands as they continue to research the needs of the consumers.

And as for future plans, Morales says: “We want to go global, that is our vision but we want to saturate the country first. We are bullish as we have the right products, the right team and we are Splash.”