Estee Lauder division boosts presence in Cebu

CEBU, Philippines – Cebu’s efforts to be acknowledged as one of the world’s premier investment and tourism destination seemed to have finally paid off as Aramis and Designer Fragrances, a division of The Estee Lauder Companies, recently announced its plan to develop presence in Cebu.

Aramis and Designer Fragrances recently revealed that it will introduce luxury vanity brands in Cebu now that the market has shown positive response. 

Raquel C. Lalo, in her recent visit to Cebu, said that the province is now considered as a growth area for luxury brands carried by the Estee Lauder Group as the Philippines remains an active market for high-end cosmetic products carried by Estee Lauder Group such as Clinique, Mac, Bobby Brown, among others.

Cebu, which has been considered only as a provincial market, has now become a legitimate urban center as its consumer base has now matured and creates demands from the vanity sector.

In fact, according to Lalo, the cosmetic designer names like Estee Lauder, Clinique, Mac, and others have consistently performed well in the Philippine market, despite the threat of global recession in the last couple of years.

In the Philippine market, especially Cebu, of which the company’s products are mostly distributed in the posh Rustan’s Department Store, has been surprisingly performing well, as demand for designer brands like cosmetics, perfumes, and beauty products been unharmed by the perceived negative effect of the global crisis.

Lalo said the promising development of the demand has prompted the company to usher in the availability of more designer brands in Cebu.        

The Company's products are sold in more than 130 countries and territories under well-recognized brand names, including Estée Lauder, Clinique, Aramis, Prescriptives, Origins, M--A--C, La Mer, Bobbi Brown, Tommy Hilfiger, Donna Karan, Aveda, Stila, Jo Malone, Bumble and bumble, Kate spade beauty, Darphin, Michael Kors and Rodan + Fields.

This time, she said the Cebuano market has become truly urban, while consumer preference has also improved significantly, coupled with the regular growth of tourism, that also pulled up the retail sector here across all market segments.

She said the Cebu market has surprisingly grown, as demand of these designer or luxury brands is not only contained within the affluent market, but has expanded into the middle-range segments.

In fact, Lalo said her company, which is now carrying new high-end beauty treatment products like the Eyliplex-2 (EyeLift circle reducer cream), and Tri-Aktiline (Botox-in-a-box) is being distributed at Watson’s outlets to make it widely available to the mainstream market.

While the worldwide market suffered from the disturbing effects of the global recession, the company’s retail performance in the Philippines, including Cebu has posted double-digit growth, Lalo said.

“Crisis or no crisis, the market is still buying ‘good things’, that are of quality and provides value for their money,” Lalo said.

This surprising development, has prompted the company to expand its product availability in Cebu, through Rustan’s its main retail distribution channel, she stressed.

The Estee Lauder Companies Inc., is one of the world's leading manufacturers and marketers of quality skin care, fragrance and hair care products.

The Aramis and Designer Fragrances division of The Estée Lauder Companies Inc. creates and markets fine designer fragrances and skin care under the Aramis and Lab Series names and under licenses for Donna Karan, Tommy Hilfiger, Michael Kors and Kiton. The Estée Lauder Companies Inc. is one of the world's leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products. (FREEMAN)