Wrap star

It’s called buyer’s remorse. That feeling that envelops you as soon as you take a second look at your pricey purchase once you get home and realize that, no, a gunmetal flip phone just isn’t you. Not only was it expensive (you’ll be dining on rabbit food for the next couple of weeks just to meet your credit card’s minimum payment) but when you take it out for a spin, you’re quick to notice that everyone else has gone the extra mile and purchased a phone in gold or, with the more sparkly-inclined, pebbled with Swarovski glitter. Meanwhile you’re stuck with your basic, blah phone in gunmetal.

Rest assured that with the arrival of Gmask, your phone won’t have to remain in design purgatory. Founded in Singapore, the company creates "beauty wraps" for gadgets. Think your boring old cell phone reinvented in neon pink and dotted with crystals. The company takes its name from its concept: gadgets masked in a protective decorative film. Consumers are invited to select any of the 300 (and counting) designs available and have the trained staff at Gmask splice and stick the film over your gadget. While cell phones are the most popular, MP3 players, cameras, PDAs and even portable gaming consoles can also be masked.

Lasting for about five to seven years, the film acts as a protective guard, shielding your gadget from scratches and liquids.

Film Star

Considered a trend in Japan for the past six years, the practice of dressing up gadgets with decals hasn’t become popular with locals yet. Most settle for brand-new casing with a design already screened on the plastic. But Gmask marketing manager Eric Chao sees that changing. Since late last year, the franchise has been doing big business in Singapore with numerous kiosks at several malls servicing more than 20 people daily at each stall. With the launch of Gmask in Glorietta just over two months ago and the opening of another franchise in SM Mall of Asia 10 days later, Gmask has served about 1,000 people already.

With two stores pulling in profits, the company’s installing eight more franchises around the metro area with one in Robinsons Galleria and Alabang Town Center opening in about a month or so, and one in Greenbelt opening shortly after. "We want people to have their phones Gmasked anywhere," says Eric Chao. But Chao isn’t only looking at store sales to drive the brand’s awareness into consumer consciousness. He’s also hoping that tying up with telecom companies and labels like Hewlett Packard – by creating designs with their logo which can be screened onto gadgets – will help create more revenue for the fledgling franchise. In the near future, he says, Gmask will not only make itself available to large companies with enough funds to mass-produce designs for thousands of units, but also to individuals looking for interesting party favors. Imagine a bachelorette party with giveaways of gadgets with an image of the bride-to-be in a compromising position splashed on the back of an MP3 player programmed with raunchy tunes. Party favors never looked so good!

Novelty Card

"It’s something new," Eric explains simply of the brand-new tech phenom. "People are always looking for ways to dress up their gadgets." More than a dozen people visit Gmask daily, wanting to upgrade their gadgets from their original blank state into something with more, well, personality. "It’s all about beautifying things that are personal to you," says Eric. "We spend so much time using them – phones, iPods, PDAs – it’s only natural to want to put our personal stamp on them." With designs ranging from boy-friendly prints like camouflage, black-and-white gothic etchings, and cartoon designs to girlish styles like florals and cute puppy images, the sky’s the limit for any tech-crazed gadget geek. Business-minded individuals who value the protective aspect of the film can opt for the clear version, which Gmask offers, instead of the more decorative styles. But the majority of consumers are excited about the unlimited designs available.

Based on their survey, more than 60 percent of Gmask’s customer base opts for the mask when the gadget’s about five to six months old with a few scratches marring the case. "They want to breathe new life into their gadget," says Eric, "so they cover it up with the mask." Which works out great since, at less than P1,000, you can give your tired old piece a little facelift.

Join The Club

I decided to put my sister’s four-month-old Nokia cell phone to the test. I selected a pretty Japanese floral design, which Eric said was a bestseller, and had it adorned with clusters of pink and purple Swarovski crystals. When I picked it up about an hour later, the phone looked so cute I wanted to keep it and tell my sister I got mugged on the way home. My friend Happy David, who happens to be Eric’s cousin, had her iPod Gmasked with a really bright, mod-inspired fish design in psychedelic neon hues.

Hundreds of satisfied Gmask customers put their money where there gadget is and even joined the Gmask club. Eric and staff take photos of customers and their gadgets post-op and post it on their website (www.gmask.com.ph). So far, no one’s posed with a pout.

* * *

Gmask is located at Glorietta 2, ground floor (outside Bench); SM Mall of Asia, main mall building, second floor (above Ace Hardware); Alabang Town Center, ground floor (near activity center); and at Robinsons Galleria, second floor, West Wing (outside Levi’s). For more information, call 727-4198 and 09228275055 or e-mail customercare@gmask.com.ph. Visit www.gmask.com.ph