Angel Gabriel
‘Our sales would steadily go up as the country’s economy would go down. It turns out that the more Filipinas felt troubled, the more they wanted to look pretty.’
In the last few days that led to my date with Khristine Gabriel, the 31-year-old mother of three, she was busy spending quality time with her children Stacey, 11; Daniel, six; and Kirsten, four. Making people feel important is a gift that Khristine effortlessly possesses. Her industry peers share stories of how this Kapampangan never fails to take time out during each gathering to speak to each and every person in the room. Having an exceptionally high Emotional Quotient has not only enabled her to excel as head executive of the insanely successful cosmetic giant Ever Bilena. E.Q. has given Khristine the lifeline to survive a difficult childhood.
“My mother left for the US with my two siblings to work when I was nine years old, leaving my dad, my brother and me. From age nine to age 19, I only saw her twice. Once when I graduated from high school and the other time when I turned 18. In college, I could only afford to buy a little rice and relied on my classmates for the viand. These kindhearted friends of mine are still around today and nowadays, whenever they want to eat out, I take them out to eat anywhere they wish! It is such a small price to pay for their feeding me in the past.”
Nowadays, Khristine is excited about Ever Bilena’s continuously growing empire. Less than two years ago, she and life partner Dioceldo “Deo” Sy realized that they had not explored the direct-marketing strategy that had made others a household name for decades. Today E.B.’s direct marketing income has surpassed even their wildest expectations. Khristine is enthusiastic about how many women have become empowered by selling E.B. products. “We have lolas who manage to put their grandchildren through school, battered women who have become independent, housewives who contribute to the meager family income, all through our direct marketing scheme. Our company will definitely succeed in reaching its P500-million sales target for 2008 and we hope to reach a target of P1 billion for 2009.”
So inspired is Khristine and Deo by their ability to make a positive difference in society that the couple has recently established Gandang Pinay, a foundation that enables women in crisis to seek help and refuge from abusive relationships. The foundation aims to provide financial support, working opportunities and tie-ups to NGO and government agencies.
Khristine transitions smoothly between English and Tagalog. She uses the term “po” often (which unhinged me — I had to beg her to stop!). In fact, had Khristine not ventured into the cosmetic industry, she would have made a perfectly effective TV host.
“I actually was a host for many years,” she shares. “I did events, parties, basketball game reviews. I took as many jobs as I could to earn a living. That is how I met Deo. He was the chairman of the Philippine Basketball League. He asked around about who I was and asked me for a date five times. I never showed up in any of those dates. But then one day, I had no choice but to interview him. The friendship started from there and eight years later, we are happily together with our blended families.”
Khristine makes no secret of the fact that the factories that manufacture Ever Bilena products are the same entities that create cosmetics for high-end American and European brand counterparts. “We have identical formulations, ingredients and (we do this on purpose), similar packaging,” Khristine shares. “The one big difference is the price. And believe me, there is a BIG difference in that area.”
She adds, “We hired the services of Qualibet to ensure that our entire makeup line would be certifiably safe. I am proud to say that Qualibet has pronounced our lipsticks to be lead-free.”
Lately, the company has introduced quality bags (very Louis Vuitton-like!) and added “Tween” (pre-teen) fragrances and makeup to their line-up. Also among their target products are clothes and fashion accessories.
“We are a company that is very interested to know our customers intimately,” Khristine explains. “We hire companies to conduct focus group discussions and surveys in order to get much-needed feedback. The results were interesting! Deo and I were astonished at how our sales would steadily go up as the country’s economy would go down. It turns out that the more Filipinas felt troubled, the more they wanted to look pretty. Washerwomen as far away as Maguindanao own lipstick and use it regularly!”
In these last few months, Khristine has been to almost every province in the country, opening Ever Bilena shops and speaking to direct marketing sellers. Her warmth and down-to-earth demeanor has made her the “light” of the company.
But for now, she feels the need to spend more time with her children (who were present during the interview!). “I told Deo, ‘I do not have to be going out of town every week. The company will manage well even if I slow down. The children need my guidance and my presence.’ I still remember how it was to be without my mother, who was absent most of my childhood. Although my father was in the country, he was not able to provide as much time and support as I would have liked. It is no one’s fault. It is just how things were. You know, in school, I did not have a pair of scissors to use for school projects. I had to borrow our neighbor’s rusty scissors every time there was an art requirement (which was often) and I had to make sure that I not only took care of it but returned it promptly after each use. This experience has had such an effect on me that now in my house, I have a pair of scissors in every nook and cranny of my house!”
There is no doubt in this writer’s mind that Khristine Gabriel’s triumphant navigation of her challenging past has molded her into the amiable, brilliant businesswoman and caring mother that she is today. She took a life that offered her a bagful of salt and quickly turned it into a life of empowerment and self-realization!
