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Mary Kay celebrates 20 years of empowering women in the Philippines

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By Rey Robes Ilagan

As part of its 20th anniversary celebrations, Mary Kay (MK) Philippines, a leader in the direct selling beauty sector, champions the touching stories of its own beauty consultants through its #MKBeautyandBeyond video series. The inspiring campaign showcases the power of empowering other women through the help of the brand.

It is quick to notice that at the core of the campaign are the women of Mary Kay, the real heroes behind the brand. Having women at the center is an intrinsic value that echoes throughout the companies’ 55-year history of enriching lives.

“ Mary Kay is known for making a difference,” says KK Chua, regional president for Mary Kay Asia Pacific, during his recent trip to Manila.“You see women’s lives change. That’s a very powerful thing, more than just looking at how much money you can make out of other people. So, what is Mary Kay known for? It changes women’s lives.”

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KK Chua

The brand, since its inception in 1963, has paved the way for millions of female entrepreneurs all over the globe to flourish in the beauty industry. Aside from enabling distributors to help each other, Mary Kay also donates to its charity cause, Pink Changing Lives, to help change the lives of women and children around the world.

You see many women’s lives change. That’s a very powerful thing, more than just looking at how much money you can make out of other people. So, what is Mary Kay known for? It changes women’s lives.

Back in May 2000, Mary Kay Philippines started out with R1,500 starter kits and education materials for its independent business partners. Now, the beauty powerhouse has reached unprecedented heights in market leadership, coming in as the third overall top subsidiary in the Asia Pacific region.

“When the Philippines started with MK, it was just a small market, and we were at number 19,” says Sobee Dueñas-Choa, Mary Kay Philippines general manager. “Now, we are number three, after China and Malaysia, which earned first and second spots, respectively. Our country has so much potential because everyone here likes skincare and makeup. What I’ve seen is the resurgence in Mary Kay Philippines. Our approach to the Filipino market is to make the products more affordable. During our first 15 years, people couldn’t reach us. We have adjusted some of our pricing, and are now seeing a renaissance with more exciting products.”

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Sobee Dueñas-Choa

Looking forward, the team dreams of having Mary Kay products in every Filipino home. That’s not far from reality because the local beauty market has drastically changed. Consumption-wise, Filipinos have opened up beyond the basics of cleansing, toning, and moisturizing.

Other developments of Mary Kay for 2020 include plans of expanding its community, beginning with renovations of both its head office and flagship boutiques in the metro. In tune with modern beauty experiences, the direct selling brand will soon venture into creating a venue for people to try and experience their products. Also, the company is investing more and more in e-commerce.

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“Beauty that counts” campaign creates change through cosmetics

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Gel Semi-Matte Lipstick in Always Apricot

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Time Wise Repair Set

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Miracle Set

“Everywhere you go, digitization of the industry is a reality, and this is no different for direct selling,” KK says. “Direct selling is evolving as well. Digitization is what you can do online. Direct selling is what you can do offline. Offline is where people can be touched and influenced, and I think this is where we are very strong. Mary Kay believes in selling and connecting with people as we give women an opportunity to enrich their lives. In that light, there’s a possibility of merging what is online and offline. Mary Kay is ready for that.”

www.marykay.com.ph | FB and IG: @ MaryKayPHL | #MKBeautyandBeyond

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