By Tina Arceo-Dumlao
Philippine Daily Inquirer
MANILA, Philippines—The popularity of the direct selling business, its young and growing population as well as bright economic growth prospects have combined to make Stanhome World, the top direct selling home-care brand in Europe, decide to launch its expansion to Asia, starting with the Philippines.
German Martinez, Stanhome World International director general and chief executive officer, told the Inquirer during his recent visit to the country that the plan is to first establish a major presence in the Philippines then move to other countries in Southeast Asia within the next five years.
Martinez said the France-based direct selling company, which is owned by Groupe Yves Rocher—one of the top beauty companies in the world—considered the Philippines the ideal market from which to start its Asian expansion because there are many Filipinos looking to earn extra cash and there is widespread acceptance of the direct selling business model.
Martinez said that he realizes that there are many other direct selling companies in the Philippines offering similar products, but he believes there is more than enough space in the market for Stanhome’s unique line of personal and home-care products that is backed by the expertise of Groupe Yves Rocher.
Stanhome started in the United States during the Great Depression and Groupe Yves Rocher took over 12 years ago. The commitment to producing high-quality goods has remained.
“Our international direct selling company is committed to high quality home care, family care and beauty care solutions. We have earned the trust of millions of women and mothers in Europe. We intend to do the same in the Philippines and in Asia,” he said.
Stanhome, which got television personality Carmina Villaroel as product endorser, will start off with some 300 products for cleaning and freshening up homes; protecting family health and wellness and enhancing beauty.
Stanhome has also decided to invest in an intimate apparel line exclusively for the Philippines. And if sales come in as expected, there are plans to introduce the products in other markets with the Philippines as a main source.
Aside from Stanhome products, Stanhome World will also bring to the Philippines Kiotis, a French cosmetic brand based on essential oils developed by Jacques Rocher, the youngest son of Yves Rocher.
The company kicked off operations last February 28 with the opening of three service centers in Metro Manila and one in Cagayan de Oro. Novaliches and Davao will soon open.
It won’t be long before other service centers are added to the list, making it easier for direct sellers—most of whom are women—to earn a good income
Friday, 18 March 2011
By Tina Arceo-Dumlao