Men’s skin care with lots of caring (2)
24 Jun 2009 Leave a Comment
in Good Grooming, Older Men Tags: Beauty Essentials, Beauty Knowledge, Beauty Workshops, Grooming, Grooming Workshops, Growing Awareness, Lifestyle, Market's Growing Awareness, Mass-market Brands, Mature Men, Skin Care Knowledge
Metrosexual clients
Executives of Lux Asia, Ltd., local distributor of Zirh and the firm behind My Beauty Hub, expects the brand to do well in the Philippines as a growing number of “metrosexuals” continue to plunk down money on what they deem as grooming and beauty essentials.
“The market ranges from businessmen to guys who love to party,” says Anna Flores, product manager of Zirh. “We’ve even come across mature men like politicians and judges. Zirh is admittedly a bit pricey compared to mass-market brands, but men who come to us don’t seem to mind.”
Flores credits the market’s growing awareness to “education.” As part of its marketing thrust, Lux Asia regularly conducts beauty and grooming workshops at My Beauty Hub (6750 in Makati). The shop also offers other brands that are exclusively distributed by Lux Asia in the Philippines.
“We just don’t push our products,” says Rosales, “we share our knowledge on beauty and skin care with other people. Even if they don’t buy our products, they’ll hopefully help us spread the word to those who’re interested.”
In line with Zirh’s recent launch at the Power Plant Mall, Lux Asia also unveiled its newest retail shop called Men’s Inc.
Five accomplished men who best personify the Zirh “icon” graced the launch. They are producer Itos Valdes, basketball star Will Antonio, telecom president Jose Moreno, lawyer Rod Nepomuceno and contractor and professional photographer Victor Consunji.
Their skin-care needs are certainly as specific as their varied lifestyles and occupations.
E-mail the author at avergara@inquirer.com.ph
