Clinique to boost presence in Cebu

CEBU, Philippines - As the beauty market in the Philippines expand significantly, together with the popularity of wellness, signature skin care and cosmetics brand, Clinique sets to strengthen its presence in Cebu, in both product inventory choices and service.

In an interview with Clinique Philippines marketing manager Mirabelle Villanueva, she said that the company is considering Cebu as one of its growth drivers in the Philippine operation, as skin care demand here is noted to perform very well, despite the entry of different skin care brands under the higher-end category.

“We are picking up in the younger market customer-base. Most of them make Clinique as a skin care brand which is passed on by their ‘mom’s,” Villanueva said adding that Clinique is not just attracting the younger girls’ generation, but also a growing number of “metro-sexual” men.

According to Villanueva, Cebu is a great market that the brand is focusing on. “Cebuanos are sophisticated and classic. We want to keep up with the market expectation, specifically the service.”

This is why, the Clinique counter inside the Rustan’s Department Store in Ayala Center Cebu just recently had a renovation, to expand its ‘service as you like it,” concept store, and to elevate the Cebuano shopping experience.

She said regardless of economic state, beauty business has continued to thrive through times. Clinique, which has been in the business since 1968, has proven this.

In the Philippines, beauty is now becoming a multi-million peso business opportunity, particularly for tested brands, not just brands that are considered “trendy.”

“The younger women who are becoming aware about grooming are one of the drivers of growth of the Clinique brand,” said Villanueva.

In a press conference, she said that Clinique’s target group is between 18 and 35 years old. Villanueva said this market is expanding because of the heightened awareness on grooming and skin protection, given the abrupt changes in the environment.

Higher disposable income has also led the market to choose skin care brands in the prestige beauty segment, she added.

Research firm Euromonitor indicates that as the business process outsourcing (BPO) sector continues to grow in the country, it would provide better-paying jobs to Filipinos and allow them to spend more. — (FREEMAN)