Beauty care firm sets re-branding-A A +A
Tuesday, July 10, 2012
MANILA - based skin care and beauty company Diana Stalder Face, Body and Skin Care (formerly Dermaline Facial Center) is re-branding this year to tap the “middle-high” market.
According to Francis Albert Labora, marketing director of Diana Stalder, the re-branding will cover all 18 branches of the company and its franchises nationwide.
Labora said they will be closing old stores and opening new ones. He said the company will have a new logo and improved products.
He, however, declined to disclose the investments for the re-branding.
Diana Stalder Cebu branch is located on Juan Luna Ext. cor A. Soriano St. in Mabolo. It is operated by Dermaline Inc.
“We haven’t come up with a final decision yet for the Cebu branch but I am proposing for a transfer of location, preferably inside malls,” Labora said.
He said the company will be aggressive in the promotion of its skin clinic business, which had been set aside when the company focused on its compounding and consumer goods business.
According to Labora, the skin care and beauty business is “recession-free.” “Nobody wants to look ugly in a struggling economy,” he said.
Diana Stalder was founded by Dina dela Paz Stalder, a former medical representative and overseas worker. She left her job in the Philippines and flew to England to work as a domestic helper in 1988.
While working as help, she took short courses on skin care. When she returned to the Philippines in 1989, she ventured into compounding dermatological products and cosmetics sold directly to dermatologists.
She also opened her own skin clinic, Dermaline Facial Centers, in 1996. She set up BCP Dermatological Corp. the trading and marketing arm of the Dermablend brand to sell soap, toner and beauty creams.
Labora said Dermablend products are all natural. He said the manufacturing plant, Stalder Laboratories, is Good Manufacturing Practices (GMP)-certified and Food and Drug Administration (FDA)-approved. He said it follows standards set according to Asean Harmonization for Cosmetic Regulations.
Published in the Sun.Star Cebu newspaper on July 11, 2012.