LOCAL skin-caring makeup brand Happy Skin opened its first boutique in Cebu, its first expansion outside Luzon.
Happy Skin in SM City Cebu North Wing is the company’s 13th boutique in the country, in addition to the brand’s 81 beauty counters nationwide.
According to Jacqe Yuengtian-Guttierez, the chief executive officer of Allure Asia Inc., the brand’s positive following among Cebuanos has prompted them to open a boutique for Cebuano beauty enthusiasts to try their full line of skin caring makeup products.
“Cebu is a good market. We are selling well inside Beauty Bar of Cebu, beating top international makeup brands,” said Guttierez. “I can say that we are a bit successful in cornering a good share in the makeup market dominated by global brands because of our competitive price points and quality.”
Happy Skin is a partnership between co-founders Guttierez and Rissa Mananquil-Trillo. The two beauty authorities built a close relationship when Trillo became a brand ambassador and consultant for one of the beauty brands Guttierez was handling during her decade-long stint at Unilever.
“What fueled this dream of mine was how hard it was to find good makeup that would care for Filipina skin. I’ve had every imaginable makeup brand on my face. Makeup can instantly prettify you, but the biggest beauty woe is going home with ruined skin,” said Trillo..
Trillo noted that Happy Skin’s products are formulated in Asian beauty capitals such as Japan, Korea, and Taiwan using ingredients that aren’t harmful to the skin.
Since their entry into the market on 2013, Trillo said they are successful in converting more Filipinas into using their brand as well as encouraged more women to put on makeup without worrying about its effects on the skin. Happy Skin, she said, targets virgin makeup users.
According to market studies, Guttierez said the Philippines has the lower usage on makeup among Asian economies as compared to beauty capitals like Korea and China, where 70 percent and 50 percent, respectively, of their population wear makeup.
Guttierez added the entry of their brand in the market has also resulted in the resurgence of Filipino pride because it was able to compete head-to-head with the top global brands. Their makeup products also match the Filipino skin tone.
“Our entry point in the market is our lipsticks and then we see our clients trying out other makeup essentials,” said Trillo.
By the end of 2016, they will open two more boutiques in Luzon. They said they plan to open more boutiques across the country to showcase their brand better and create awareness on skin caring makeup products.