Belo cosmetics firm eyeing exports to ASEAN markets

DAVAO CITY — Intelligent Skin Care Inc., a Manila-based cosmetics company identified with the Belo Medical Group, is exploring export opportunities in the Brunei-Indonesia-Malaysia-Philippines East ASEAN Growth Area. Martin T. Joquino II, distribution manager, said the company has started looking at exporting products and services to the subregion, particularly to Indonesia and Malaysia, which have been importing cosmetics from the Philippines. In Manila, Marketing Manager Lerma S. Mendoza said several exporters to the United Arab Emirates, Hong Kong, and Singapore have approached Intelligent Skin Care. "Hopefully, before the year ends, we’d be able to finalize it but first we would like to make sure that the domestic demand is served first... Our products are all halal certified... and we’re present in Muslim-dominated areas like Cotabato and Zamboanga already," she said. Vicente T. Lao, chairman of the Mindanao Business Council, said Intelligent Skin Care has bright prospects in the subregion considering that local cosmetics companies have been exporting products to the subregion for years. Intelligent Skin Care, which produces and markets Belo Essentials products, started distribution in Davao City in May and Mr. Joquino said performance has been positive, although he declined to discuss sales figures. The company has intensified its presence in the Mindanao market with displays in shopping malls, he said. The company’s presence in Davao, he said, dispels the misconception that its products are only for the high-end market. "Our products are created to cater to the masses," Mr. Joquino said. He also said the company is boosting its marketing activities in Mindanao this year, which will include setting up a Belo Medical Clinic branch in Davao. The company’s medical director, Victoria G. Belo, is said to have prominent Davao families as regular customers in Metro Manila. The company is studying whether it will be profitable to set up a branch here as well as in Cebu City. — Carmelito Q. Francisco, BusinessWorld