As part of its positioning to break into the profitable skin care market worldwide, Filipino skin care specialist Flawless is spending multi-million pesos to strengthen its brand and become the largest facial care chain in the Philippines.
Flawless public relations manager Francis Albert D. Labora announced that the company has commissioned the Singapore-based branding company Lexis Branding LLP to work on the re-branding of Flawless. The re-branding effort will touch on all aspects of the Flawless operations, most especially on internal operations including stronger credibility of the brand, that will not anchor largely on the celebrity endorsers.
“It’s about time to make flawless a brand after seven years in the market. We realized that we became known because of celebrity endorsers, but this time we want to strengthen the brand name, its quality products and services,” said Labora.
Instead of focusing on expansion and adding more Flawless branches around the country, Labora said the company is now on the process of over-hauling the entire system of the company, including the packaging of Flawless products, to services and beauty centers, logo, among others.
In an interview with Jacqueline Thgn, chief executive officer (CEO) of Lexis Branding, she said that there is a huge potential that Flawless will become the “Jollibee” in the facial care industry in the Philippines.
Lexis has already conducted a thorough market study in the Philippine beauty care market, and the Flawless type of services is observed to have great potential here and abroad.
“This concept of facial care center does not exist in developed countries,” she said. In other countries like Singapore, facial care is deemed as very expensive service.
Flawless positioning, which offers fast and efficient facial care with affordable charges, could be easily compared to “fastfood” service.
Thgn said Flawless will pioneer the concept of being the “fastfood” in the facial care industry, as the market is demanding for it, notwithstanding the current financial crisis.
Thgn was involved in the branding efforts by some Filipino-owned companies in the past such as Jollibee and San Miguel Corporation, among others.
Part of the works being done by the company is also to conduct extensive market study on how and where Flawless should go in terms of international expansion.
In the last seven years, Flawless has opened 27 branches around the country an indication that there is a fertile market for skin care in the Philippines.
The company has started to introduce beauty care products for men last year as there are a growing number of men who spend for skin care. — Ehda M. Dagooc