Belo Essentials eyes global market

CEBU, Philippines - While the Belo Essential products have successfully competed against international beauty brands in the Philippine market for some time, it is now moving towards officially penetrating the global market place.

Intelligent Skin Care Inc., (ISCI) is now currently working with the Food and Drug Administration (FDA) in the United States government to officially allow the exportation of Belo Essential products to the United States.

Currently, through second-party distributorships, ISCI’s products have already entered other countries like Middle East, and Canada, and some areas in the US like Hawaii, East Coast, and also Guam, initially targeting Overseas Filipino Workers (OFWs), said ISCI marketing manager Lerms Sta. Cruz-Mendoza.

However, in order to launch a grand product introduction, the company has to get the approval and certification first from the FDA.

Hopefully, by September this year, ISCI will be able to get FDA certification from the US government, she said.

In 2008, Belo Essential’s whitening facial wash achieved the number two position in this category, outsmarting the veteran brands in the market, including those international facial wash names.

The company’s whitening soap products got the number three position despite the influx of herbal-based whitening soaps introduced in the market. Also, its lotion product placed number six, also was able to compete the established international brands.

Recently, the company announced the re-launching of its face and body care lines to include powerful ingredients like Glutathione, Kojic Acid, and Giga-white to keep up with its high market position and sustain or increase its clientele, while Filipinos are flooded with a myriad of whitening products. —Ehda M. Dagooc