Korean cosmetics firm opens first regional store in Cebu

CEBU, Philippines – Korean cosmetics and skin care brand Tony Moly opened its 8th store in the Philippines, at the newest shopping destination in Cebu, SM Seaside City.

The Cebu outlet is the first regional store of the brand, exclusively distributed in the Philippines by Amado Group of Companies.

In an interview with Donna Gonzales, Tony Moly Philippines vice president for retail operations, she said that the entry of the premium cosmetics and skin care brand in Cebu start off the company’s plan to invade the Southern Philippine market.

Aside from the fast expanding K-pop culture adaption in the Philippines, which makes the business more lucrative than expected, the brand’s strong confidence for growth is also well anchored by the maturing market embracing the “look good, feel good” lifestyle.

Unlike in the past when Filipinos were less particular in choosing cosmetics and skin care, today this type of self-investment is already part of one’s essential regimen.

Gonzales said the fast adaption of Filipino market to Korean cosmetic brands, including Tony Moly and its affiliate Etude House, could also be attributed to the Filipinos’ penchant for Korean culture (with the success of telenovela, K-Pop, invasion of Korean tourists), aside from the fact that Korea is touted as the “Beauty Authority” in Asia.

The 40 square-meter store, located at the lower ground of SM Seaside City, is the first regional expansion of Tony Moly in its five-year presence in the Philippine market.

Next year, Gonzales said the brand will invest on adding at least five more stores in the Visayas and Mindanao.

“There is big potential for growth in the Philippines,” she said explaining that the market for quality and effective skin care and beauty is not yet saturated, providing room for the brand to help educated Filipinos in proper skin care regimen.

Initially made a hit in the higher, younger professional market spectrum, exhibiting a premium cosmetic image with a pinch of young urban style, Tony Moly product lines are now becoming a brand of choice for increasing number of Filipinos coming from different market spectrum.

Tony Moly carries a full range of products, including the very popular snail line that uses the regenerative effects of snail slime known to bring out supple skin and remove blemishes.

Also, Tony Moly  leverages in its pure Switzerland-sourced goat’s milk based skin care and beauty products which help the brand stands out and attract a good following in the competitive beauty and cosmetic market. (FREEMAN)