Belo expands beauty line

CEBU, Philippines - After the success of its breakthrough Belo Essentials products, Intelligent Skin Care Inc. (ISCI) expands its product line to take advantage of the dynamic beauty care market in the Philippines, and maximize its expertise in this field.

Introduced recently in the market are the Sun Expert sunblock for face and body, and the Belo Nutraceuticals, a dietary supplement which mixes popular skin whitening agents Glutathione and Collagen.

In an interview with ISCI chief operations officer Crystal Henares, she said that the company is preparing to introduce more products which will also complement the existing whitening lines of the brand. “We will explore another market which we haven’t tapped yet.” Henares however, refused to describe the kind of products that will be launched in the next few months.

For its Belo Nutraceuticals which is now available in drugstore, pharmacies, and beauty stores, Henares said the market is reacting positively well, which surpassed the expectation of the company.

“We were overwhelmed. We did not expect that the first batch that we produced will be sold out in just six weeks after we introduced Belo Nutraceuticals,” Henares said.

 To complement with the beauty supplement, the company has also simultaneously introduced the SunExpert sunblock to arrest the ill effects of extreme heat and sun exposure especially in a tropical country like the Philippines.

According to Henares, wearing sunblock everyday is no longer a “vanity” thing, but a health-protection necessity. It is for this reason, that the company has purposely developed the Sun Expert products to provide Filipinos affordable and reliable sun protection, and not to depend solely on imported products.

“The market of beauty care is continuously growing,” Henares said adding that amid the financial constraints among mainstream Filipino consumers, beauty and wellness is still part of one’s daily budget.

“Socially active people who want to be physically attractive and presentable are always willing to spend a portion of their hard-earned money for reliable beauty products,” Henares said.

ISCI, a subsidiary of Belo Medical Group, has only been in the market for over three years. It introduced its initial line of beauty products through Belo Essentials in second quarter of 2007 achieving 48 percent growth a year after, and reaping close a billion pesos sales. The company is continually formulating programs to intensify branding patronage especially in the whitening lines, including face cream and toner; beauty and dietary supplements.