German personal care products maker enters Asian market through RP

German perfume and body care products maker LR Health and Beauty Systems, which also markets top caliber celebrity signature brands, is making the Philippines the company’s staging point for its foray into the huge Asian market by establishing a subsidiary here. Burkhard Meffert, managing director of LR Health and Beauty Systems Asia-Pacific, said the Philippines is a logical choice to kick off the company’s entry into the region with its continuous economic growth of about 5 percent at the average over the last four years and the country’s highly liberalized market. Also, Meffert noted that the Philippines’ close to 90 million populace is already a sophisticated market that is open to top caliber brands of high quality perfume, cosmetics and body care products from abroad. “We know that we can get a good feel of the Asian market in the Philippines. The Filipinos, just like the other people in the region, now command a strong purchasing power and the liking for quality brands," Meffert stressed. Established in Germany in 1985 with the goal of producing quality perfumes at affordable prices, LR Health and Beauty Systems is now present in 29 countries after going on a global expansion binge in 1991. LR also started marketing the signature brands of international celebrities now collectively known as the LR Starbox Family, including F1 racing legend Michael Schumacher, tennis star Boris Becker, Heidi Klum, Anastasia, Carmen Electra and Christina Aguilera. “Here in the Asia-Pacific region, LR Australia is currently in the process of opening a subsidiary in the Philippines and we see this as opening the door into the huge Asian market. Our business knows no boundaries," Meffert said. LR already has one of the most advanced shipping and dispatch systems in the world, allowing for smooth and trouble-free logistics that at peak times can dispatch over 10,000 parcels per day. Meffert said there is a possibility that LR could make the Philippines as its hub in Asia, especially if the business would do well in the country. - GMANews.TV