Signature cosmetic brand sets off expansion in Cebu

CEBU, Philippines - The improving purchasing power of the Cebuanos as well as majority of the consumers in the Southern Philippine market, prompted signature cosmetic and skin care brand Bobbi Brown to include Cebu as part of its regional expansion.

Bobbi Brown, one of the brands under the Estee Lauder Group, recently opened its fifth branch in the Philippines, at the Rustan’s Department Store in Ayala Center Cebu.

In an interview with Bobbi Brown marketing manager Camille Loraine Flores-Oloan, she said that the high-end brand has seen the interest of Cebuanos and other consumers in the Visayas and Mindanao region to world-renowned brands like Bobbi Brown, despite the entry of more similar products in the country.

According to Oloan, the group has seen a tremendous growth in terms of sales and market interest outside of Metro Manila in the recent years, an indication that the country’s over-all economic performance and strong purchasing power of Filipinos has benefited retail businesses, including the signature or branded products.

“We believe that if the brand would do well in Cebu it would likely replicate the same market acceptance in other key cities in Visayas and Mindanao,” Oloan said.

Cebu, which is known as the “testing ground” for consumer products across segments, is a good area to start off the brand’s long term expansion plan in terms of market presence in the Southern Philippines.

“The growth of the luxury market is growing in general. Filipinos now spend more, I don’t know if they are getting more vain or richer,” she said.

Bobbi Brown’s sale performance in the Philippines is growing at an average of 40 percent month-on-month, driven by the growing sophisticated lifestyle and the continued “Hollywood-influence” of US-based cosmetic brands to Filipinos, added Oloan.

On the other hand, Oloan also attributed the strong awareness of the new generation consumers in choosing good products whether in cosmetics, skin care, due to the borderless online information.

She said Bobbi Brown, which was considered in the past as “Mommy’s brand” in cosmetics and skin care, has now gained strong interest from the young generation consumers.

The brand is positioning itself in promoting subtle elegant simplicity, and the younger generation, young professionals are embracing this philosophy in the Philippines.

The Group’s edge in not just selling products, but also in providing professional consultancy to consumers, which is one of their advantages over its competitor, Oloan said.

Its new branch in Rustan’s Department Store in Ayala Center Cebu offers free make-up lessons and other consultancy (value added) services. (FREEMAN)