Friday, July 25, 2008 Personal care chain reports rise in male patrons in Manila, Cebu
FOLLOWING a nationwide launch last month of its men’s product line, a beauty chain noticed an increase of male patients among its outlets nationwide.
Flawless, formerly known as Forever Flawless, observed a 60-percent jump in traffic of male clients in its branches nationwide.
The company, established by Dr. Vicky Belo, also announced that it will be officially called Flawless. It has started changing its logos in its Manila branches and will soon do so in the Visayas.
In its Cebu branch, a 40- to 50-percent increase in male clients was also noticed, said Francis Labora, Flawless’ marketing manager.
Labora also reported that three months after the Cebu outlet opened last December, the branch now ranks third, in terms of revenues, among the 22 branches nationwide.
Vain
In a press conference yesterday, Rubby Coyiuto, Flawless managing director, said the increase in the company’s male clientele does not necessarily mean that more men have become vain. “It is more of cleanliness and hygiene,” she added.
Aside from regular facials, some male patients have availed of botox, and an injectable whitening service.
Last month, the company introduced the Real Gentleman (RG) line that includes facial service, soap and face cream. The company is also planning to expand the RG line to include products like body spray and deodorants.
Flawless might also come up with a separate facility to cater to its men clients.
Now on its seventh month of operations here in Cebu, Labora said the company has observed that its current space at the
Northwing of SM City Cebu is no longer enough to cater to its clients.
The company is looking for a space within Cebu City to house a second branch.
Eric Soriano, company managing consultant, said the company is considering Ayala Center Cebu and The Walk at Asiatown I.T. Park.
Davao and Cagayan de Oro also remain as target areas for further expansion.
Labora also announced that in September, the company will offer a “Flawless Pass” card, which works like an electronic gift certificate that can be used in any branch nationwide.
Three more branches will be opened in the Metro Manila area in the next two months.
Labora, together with the Coyiuto, was in Cebu yesterday to bring in a new equipment for a new service called power facial. Power facial is a serum-based facial service that combines micro dermabrasion and hydration.
Labora said that with power facial, there is no pricking necessary to take out blackheads so the procedure is less painful.
In a demonstration, a handle was used to “vacuum” out the blackheads from the patient while vitamins are infused at the same time.
Another “top-of-the-line” equipment for a painless laser hair removal will also be introduced at Flawless Cebu. (DME)
