Forever Flawless targets to expand in Middle East

Forever Flawless Face and Body Center targets the Middle East for its international venture, which will take off next year.

This after the skin care specialist chain gained strong brand in the mainstream consumer base in the Philippines, which has now a total of 18 branches all over the country, said Forever Flawless president Ruby Coyiuto in an interview during the formal opening of its first outlet in Cebu located at the SM Northwing.

Coyiuto said the company through its joint venture strategy will expand in the international market, through a partnership deal, or a franchise package.

Part of its international expansion plan is to open branches in China, San Francisco, California.

“We noticed that it’s not only the Pinoys who like our services, but also the foreigners,” Coyiuto said.

Affiliated with the well-known Vicky Belo group of companies, Coyiuto is confident that the chain’s affordable beauty services will not only hit in the Philippine market, but also in other countries, especially those areas that have growing number of Overseas Filipino Workers (OFWs).

She said Middle East, with a largest OFW community, will be one of the priority areas for its international expansion, but at this point, the Forever Flawless still has to develop a good franchise deal or partnership packages.

While the number of beauty clinics has grown tremendously in the recent years, she said the market has also expanded greatly, as teenagers, matured individuals including men are already availing beauty enhancement services.

Because of its quality services, the company has easily established its brand in the Philippine market, creating a total of 18 branches across the country, in just six years of operations.

In order to sustain its service quality, Coyiuto said the company has decided to open for franchise deals either in the international or domestic expansion.

In Cebu, she said if the company will decide to open one or two more centers, it would be done through partnership.

Next year, expansion of the skin care center will be through franchise deals, at it is projecting to open 15 more outlets in 2008.

She reiterated that the market is increasing significantly, beauty treatments and enhancement is not only famous for the mature people, those who need anti-wrinkle treatments, but it now covers a wide range of market segment from the young generation, and even to the greater male segment.

Aside from venturing into franchise package next year, the company will also open Forever Flawless for Men centers that will offer specialized men beauty enhancement services.

This mall-based beauty center has greatly taken advantage of the growth in the beauty, health and wellness sector in the Philippines, which are not only attracting millions of mainstream Filipino clients, but already including growing number of tourists.