Center for Aesthetic Studies: Beauty inside and out
MANILA, Philippines - Beauty lies in more than what is seen: it’s a truth often repeated yet little appreciated, as we yearn and strive for physical perfection despite the limited understanding of our flawed perspective. This so-called standard of beauty changes over time, shifts with each trend, and is as fleeting as somebody’s 15 minutes of fame.
While beauty is not perfection and its standard is ever-changing, the art and science of improving one’s appearance has been around for ages (think of Cleopatra). But a relatively new development is the ability to translate such skill and gifts into a profitable enterprise. This is what the pilgrim Center for Aesthetic Studies (CAS) has dedicated itself to — in fact, its “total quality program” guarantees that graduating students will become well-armed professionals as well as focused entrepreneurs. (CAS, formerly ICI Training Center, was established in 2004 as the ISDANCO Foundation’s primary program.)
The company is a trailblazer. Before CAS, a domestic career in makeup was an endeavor anyone with creative flair and a knack for mixing colors could get into. One could assemble tools like brushes, foundation, eye colors, learn to splash colors here and there, and call yourself a “makeup artist.”
“The importance of quality skills training, proper value formation and the promotion of national spirit” is the center’s mantra. Accordingly, the main areas of aesthetics — face, hair and body — comprise its expansive cosmetology program (inclusive of comprehensive classes in makeup, hair artistry, nail care and massage). With its curriculum focusing on skill training, proper attitudinal formation and Filipino culture/appreciation — the school commits itself to the crafting of “educated, passionate professionals with an intrinsic respect and appreciation for the evolution of Philippine culture.”
With its strict high standards, it’s not surprising that the CAS methodology is recognized by the industry as world class and globally focused, covering both theory and practice “within environments simulated to match industry settings.”
The CAS curriculum ranges from diploma courses (six months), certificate programs (two to three months) and special workshops (in municipal communities and in private corporations for the workforce’s families). It has a well-trained faculty holding extensive credentials, both in local experience (like CAS pioneer/veteran hairstylist Nestor Matibag and working professionals Alex Vicencio and Jomar Nebriaga) and with overseas training (CAS pioneers like London and Singapore-schooled Jen Delica and UK and Westmore Academy-trained Mari Wild). Students, as part of their broad education, are encouraged to participate in livelihood programs, a salon practicum, media events and other experiential exposure that will contribute to their professional and creative advancement.
The school has successfully brought the local professional makeup industry to a higher level of art and science — transforming it to a much-respected creative discipline and profession, and producing makeup practitioners at par with the first world’s own. CAS, like most respected, community development-focused industries, empowers communities not only by providing an alternative education but, more importantly, essentially living out the new “gospel” in the international business community — corporate social responsibility (CSR) — through its community seminars and offering of Off Boarding or Professional Transition Programs, which private sector companies and government entities like OWWA, DOLE and POEA tap for potential job postings.
New Facilities, New Look
“Education, whether in a time of recession or not, must be education at its best,” asserts CAS president Tisha Cruz-Bautista. Realizing that state-of-the art facilities would help meet this goal, CAS undertook a renovation of school facilities in 2008’s last quarter. In addition, the center has improved its curriculum and beefed up training of teachers and faculty at distinguished first-world schools to meet the essentials of an expanding student population. Cruz-Bautista adds, “The new facility also answers the need of the new programs we are now offering — from massage therapy classes to intermediate hair and makeup classes.” Renowned photographer Isa Lorenza and architect Popi Laudico add to the aesthetics of the facility.
Business and compassion don’t have to be strange bedfellows. With that in mind, CAS is an institution with a heart; it’s evident in the center’s goal to make a difference and be a nation-builder. Thus the decision to franchise. Franchising, according to Cruz-Bautista, enables CAS to meet the increasing student population in various locations while maintaining and ensuring the quality and standards of training, whether in rural or urban communities. The school (with Francorp’s able assistance) “created a turn-key system for a Filipino beauty school.” Says Cruz-Bautista: “The franchisees needed to see an actual architectural template of the location to match the existing systems in place.” Franchising likewise addresses head-on survey results that show Filipino high school graduates are more adept in skills development than those who finish a four-year college course.
“Many franchises give you an opportunity to improve your life through financial gain. Ours does more. It also provides you with the genuine chance to make a difference in the life of your fellow Filipino,” goes the CAS literature. In a sense, this echoes a certain biblical passage about real beauty: “Be beautiful inside, in your hearts, with the lasting charms of a gentle and quiet spirit which is so precious to God.”
The Center for Aesthetic Studies is located at 20 Jupiter St., Bel Air, Makati. Call 897-0307 for details.
