Belo to pour P30M investments in Cebu

Threats of consumer expenditure slowdown next year failed to stop the country’s beauty icon Vicky Belo to push through with its P30 million non-surgical Medical Clinic in Cebu at the newly opened Ayala Center expansion -- The Terraces.

"Cebu [market] is a challenge for me. The timing is more challenging because we are in the middle of a global financial crisis. I feel like I'm starting again, after making a name in Manila. This is an unknown market for me," said Belo in a press conference announcing her entry to Cebu.

For 18 years now, Belo has been able to carve her name in the Philippine beauty industry as well as abroad. She however admitted feeling jitters with the thought of penetrating Cebu as she considers Cebu as "totally" a different market to tap.

She said the Belo Medical Group has been planning for its Cebu expansion for the last three years, although the timing may not be much of an encouragement because of the distressed global economic landscape, she said she will give Cebu a "serious try."

Thus, when the Center opens on February next year, Belo Medical Clinic or beauty center will be offering affordable services, 30 percent lesser than the average charges in Metro Manila.

"Cebu is known for patronizing services that offer 'value for money'. I'm sure when Cebuanos are satisfied with our services, price will not be a primary concern anymore," she said.

Belo also recognized the potential of Cebu becoming the center for health and wellness in the Philippines. She hopes that her brand's presence here would complement the province's positioning.

Taking into consideration that her clinics in Metro Manila had been attracting 60 percent of foreign clients including balikbayans, the Cebu Medical Clinic is also expected to lure a similar market profile, as the province's tourism industry is one of the fastest growing industry in the country.

Belo will be opening a two-story Beauty Clinic situated in a 180-square-meter area in The Terraces. She said the group targets to reap the Return of Investment (ROI) in three years, otherwise she might consider other options.

Belo, the acknowledged "Ambassadress of Beauty" in the Philippines, has been doing her share in promoting Philippine medical tourism to keep up with the renowned thrust of the Belo Medical Group, which specializes on cosmetic dermatology and surgery.

 Her wide experience in the medical field earned her the recognition from Thermage International as the number one doctor in the world who has performed the most number of Thermage procedures.

Last year, representatives from the American Society of Dermatologic Society came to Manila to present the Belo Medical Group with a US$10,000 medical grant for marketing and research.

Belo Group's Intelligent Skin Care Inc., (ISCI), the maker of Belo consumer based beauty products had been able to conquer the veteran brands in the beauty industry, like Procter and Gamble and Unilever. — Ehda M. Dagooc