Splash Corporation invests in key growth drivers

MANILA, Philippines - Splash Corporation, the market leader in the personal care market for skin-whitening products, released key business highlights for the year 2009. Over the course of the last fiscal year, the company reported an investment of P800 million in their core brand marketing for consumer brands Skin White, Biolink, Maxipeel, Kolours, Vitress, Control and Thera Herb. Based on the latest industry studies, this was money very well-spent: the latest brand performance review of AC Nielsen Research Inc. (ACNRI) pegged four of Splash’s brands as dominating five segment categories, with a majority market share of 84 percent of the Whitening scientific category.

In accordance with their in-depth research on consumer trends and purchasing behavior, Splash made significant investments in developing various direct-selling businesses. New products were launched as well, such as Skin White 3-in-1 Face Cream Powder, effectively creating a new category within the market.

“Apart from continuously offering breakthrough product innovations that cater to the specific needs of our market, we are equally concerned with making their consumer journey more convenient and satisfying,” explained Splash CEO Dr. Rolando B. Hortaleza.

Domestic operations for the year showed that the door-to-door penetration of the company’s various brands had nearly doubled. Accordingly, Splash increased their sales force to keep up with the mounting demand, as well as appointing four sub-distributors in key areas to supply outlet stores with their range of products.

In international operations, the fourth quarter was likewise favorable for the publicly listed firm, as it registered a remarkable 24 percent in business growth, driven by the expansion of local consolidators for the Middle East and Southeast Asia markets, with particular emphasis on neighboring country Indonesia.

“Once again, this validates our country’s capability to excel in the international arena,” Hortaleza added. “Our strategic investments are beginning to bear fruit, and from all indications, we are going full speed ahead in the right direction.”