Korean skin care brand in Cebu via direct selling

Admin   |   30 December, 2015   |   373   |   3980

FOLLOWING the opening of her salon business, Cebu-based Korean “beauty educator” Sophia Lee has ventured into another business as a distributor of a Korean beauty and skin care brand, Global Atomy, marketed via direct selling.

In an interview, Lee said she is taking advantage of the country’s strong domestic consumption and the Filipinos’ growing interest in direct selling as a means to augment income.

A direct selling business, according to the Direct Selling Association of the Philippines, is a business model that offers entrepreneurial opportunities to individuals as independent contractors to market and/or sell products and services, typically outside of a fixed retail establishment, through one-to-one selling, in-home product demonstrations or online.

This business model is most popular among women entrepreneurs.

Korean influence

Lee is confident that the Global Atomy brand would earn market acceptance, banking on the Koreans’ influence on Filipinos, which has gone beyond popular culture.

“I expect the brand to immediately gain attention from Filipinos, not just because Korea is known as the beauty authority in Asia, but also of the Filipinos’ strong acceptance of Korean fashion and lifestyle,” said Lee.

Global Atomy offers beauty and skin care products, including organic dietary supplements.

According to Lee, this beauty brand enters the Philippine market using Cebu as its gateway, believing that whatever product or services that would do well in Cebu will also succeed in other parts of the country.

Global Atomy Inc. is partly-owned by the Korean Government. Established in 2009 by Kolmar BNH (sbt), the brand’s organic products include skincare, personal care, home care, and food supplements.

Its products are also reportedly sold in Japan, Taiwan, Singapore, United States, Canada, and soon in Malaysia.

Cebu Top Center is Global Atomy’s headquarters in the Philippines. The company will also open a distribution center in Manila next year.

Buying more

“The market for beauty and wellness in Cebu and in the Philippines is encouraging,” said Lee, who also owns Camellia Salon/Spa, which now has two branches located in JCenter Mall on A.S. Fortuna St. in Mandaue City and Wellcome Hotel on Molave St. in Cebu City.

A study by Kantar Worldpanel from June 2014 to June 2015 showed that purchases of personal care items by Filipinos has increased by 11 percent, faster than the growth of household care items at seven percent, food at six percent, and beverage at five percent.

This growth, the company said, is a clear manifestation of the Filipino shoppers’ high regard for hygiene and beauty products.

Earlier, Lee said the growing health and wellness industry as well as the country’s strong economic fundamentals are creating opportunities for foreign investors to thrive here.

Global Atomy’s direct selling system in the Philippines has already registered over 300 members.

The company offers free membership, provided that a member will purchase a product at least once a year. Members are also entitled to get up to 50 percent discount.