Origins is a clever, modern combination of old-fashioned traditional ingredients and the edgiest marketing savvy. It was the Estee Lauder Group’s response to the burgeoning trend of beauty products based on nature. But instead of just bragging about their natural ingredients and eco-friendly stance (all containers and printed materials are recyclable), Origins also used wit and humor to create a very distinct personality. Unlike other so-called "natural" brands, their packaging was modern and straightforward. Their ads had no bundles of herbs or scenes of gardens. Instead, there were extreme closeups of the products themselves. The ad copy was also refreshing. Instead of promises to erase your wrinkles or give you a new face in 10 days, the language was more gentle, more nurturing. To wit: "And whether your skin needs Drenching, Comforting, Managing, Mending, or just some subtle Tuning, Origins has the perfect pair for you." Who needs a therapist if your skin care can do all that for you?
A kind of mythology soon began to grow around the Origins brand. I read an article in Allure about this reclusive woman who lived in the woods in Maine (or was it New Hampshire?) whose only job was to think up of names for Origins products. The Origins people would just fax or mail (they didn’t even have e-mail then!) the product information and she would think up of names, inspired by the mountains and the forest. Origins had to keep her identity secret so other cosmetic companies couldn’t find her and steal her gift for summing up a product’s function and properties in one short phrase.
But beyond the hype and humor, the truth of the matter is that Origins products really work.
I first discovered Origins in 1993. I was intrigued by Peace of Mind and bought it. I was an instant convert. This amazing little lotion is a miracle worker. Genetics and the stars make me prone to headaches. (My mom, brother and sister all suffer from migraines plus I’m an Aris and as any amateur astrologer will tell you, our problems are all in our heads). I would dab it on my temples and the back of my neck and feel instant relief. I brought it to the office and it would periodically disappear. I would go around the office, asking, like some lunatic, "Where’s my Peace of Mind?"
Maribel Paterno, country manager of the Estee Lauder group in the Philippines, laughs at this story. She says that Peace of Mind is the local bestseller. And as if on cue, a very harassed-looking lady walks up to the counter and declares, "I need Peace of Mind." Maribel turns to her and shows her Origins’ super moisturizer called Have a Nice Day and in a second, the lady is smiling. "Wow, I’ll have peace of mind na, I’ll have a nice day, pa!"
The Origins store at Rustan’s Makati (between the Philippe Charriol store and the Met Shop) was launched April 5, but it is already gaining a following. They offer free back rubs to harassed shoppers, whether or not they buy Origins products. There is a large island with a sink and mirror so that shoppers can try on the products. One of the sales staff recalls, "One woman brought a carpenter here to measure our sink because she is renovating her kitchen and wants to copy the sink." People are so enamored of the Origins look that they even want to hoard their shopping baskets, which are NOT for sale.
Maribel says, "Our market is so familiar with American products that people just come in and they know what they want. Plus the names of the products say it all. We don’t really have to explain anything."
The Filipino sense of humor, believe it or not, is a perfect match for the Origins vibe. Another favorite, aside from Peace of Mind, is The Last Straw, a nourishing conditioning shampoo. Another shampoo, called No Deposit (it’s a clarifying shampoo meant to wash away residue of other hair products) also elicits laughs.
And, of course, Pinoys have to put in their two cents’ worth. The newest sensory therapy line of Origins is Sleep Collection, a line of lotions, teas and sprays to induce deep sleep. One shopper came in and asked, "May Benadryl ba ’yan?"
The well-trained Origins staff patiently explains that herbs like valerian, chamomile and licorice and not cough syrup are the active ingredients of the products.
Though Origins was founded in 1990, the Estee Lauder group took its time in its Asian expansion. Maribel says, "They do it country by country. Instead of doing it all at once, they make sure that a product is really developed, for example, in Singapore before they introduce it to another country." But they are certainly making up for lost time. In July, Origins will launch their makeup line. The cult favorite of makeup junkies, Pinch Your Cheeks, a natural gel that makes you look as if you were just out in the sun, will finally be here in Manila. In fact, many shoppers have been asking for Pinch Your Cheeks, Maribel reveals.
If you find yourselves in Rustan’s Makati and need a break, do go to the Origins store. The product names and even the whimsical packaging are entertaining enough for a little detour.
Even if you leave empty-handed, you’ll walk away with a smile.