Managing brand that makes customers look and feel good

MANILA, Philippines - When Andrea Amado was pregnant with her third child in 2007, she decided to quit her job in an international retail brand and stayed at home. Because she has always been working hard, Andrea saw that as a sign for her to relax and take it slow.

“It was great for two to three months because I was able to catch up with my movies and my books. But then I missed the hustle and bustle of the corporate life,” she says. At the time, Andrea already knew what she wanted: to set up her own business. “Although I was hesitant at first because it was a big step, I figured I was ready for it.”

In one of their trips to Korea (which the family frequents as Andrea’s husband David is part-Korean), the couple was offered a number of businesses. “There were three skincare and cosmetics brands that we chose from. I chose Etude House because it was the one that stood out the most,” recalls Andrea. “It was a new concept. A ‘princess’ concept for older girls hasn’t been introduced yet in the skincare and cosmetics business. By just looking at the store, it drives you in because it’s so vibrant. The whole idea is for everyone in the store to serve you like you’re a princess.”

Soon, Andrea was awarded the exclusive distributorship of Etude House, one of the most loved Korean makeup and skincare brands. She immediately got down to work and in December 2009, just a few days before Christmas, Andrea opened Etude House’s first store in the Philippines. “I had to be in SM Megamall almost every day because I wanted to open before Christmas while people are still in the buying mood to get something special,” she says.

Her efforts proved to be worthy. The first store was well received that Andrea opened the second branch only two months after. “We were already preparing for it. After the second branch, we just kept on expanding,” says Andrea, who reveals she was discouraged by some people to go into the skincare and cosmetics industry because of existing competitions.

“I wanted it done differently. I want it to be more affordable and accessible,” declares Andrea, adding that Etude House in the Philippines offers the most affordable prices among the outlets outside Korea. “I believe with the right strategy, you can still make it work.”

Andrea says that the brand is a success not only in the Philippines but also across the world because of the consistency of its products as well as the packaging, price and quality. “In cosmetics, quality is very important. You need to see and feel how it applies. Packaging is also essential because women have the habit of going to the toilet together and we bring out the stuff from our bags. Normally, our makeup stuff are conversation pieces,” Andrea observes. “But people have to understand that it’s also important to invest on good skin. The best makeup is a good skin.”

For the lady entrepreneur, it helps that she believes in her brand. “With Etude House, the color itself is different already. It is very fun to market this brand.” According to her, the concept is very straightforward. “Everyone feels like a princess deep inside. Etude House just unleashes your inner princess,” she says. Ultimately, it is a brand that not only allows its customers to look good but makes them feel good about themselves, too.

Today, Andrea manages 27 stores in Luzon, Visayas, and Mindanao that treat customers like royalty. She also gives credit to her people as they were instrumental in the growth of the brand. “I’m lucky to be surrounded by people who love the brand. That’s very important because they’ll be very protective of it. If you love something, you will take care of it. You cannot teach people to be that. That has to be from within.”

“I am also very fortunate to have a very brilliant and hardworking husband who is very supportive of me,” says Andrea, whose eyes also sparkle when she talks about her three kids Daniel, Nathan and Cassandra. “Time management is important. You need to be organized both as a businesswoman and a family woman. If your schedule is disarranged, you cannot get things done.”

As a businesswoman, Andrea knows the value of being practical. She has always believed in starting small because she is fully aware that there is no guarantee in business. “It’s always best to start small. Dip the tip of your foot in the pool first before you jump. If you know it’s the right time to go big, then go big.”

And she also yearns to learn. “Sometimes you make mistakes. It’s part of life. What’s important is you learn from them. Not everything you do will be great but you need to know how to make the right decisions,” concludes Andrea. “And always have a plan.”