market is BLK targeting? What opportunity did you see in that particular
BLK caters to the
practical, everyday woman who’s on the lookout for a fuss-free makeup line to
help her do more and be more—by making her life easier. We want to help women
simplify their makeup routines by giving them no-frills, high-quality cosmetics
that promise an enjoyable, long-wearing experience, as well as value for money.
I feel that there is a scarcity of high-quality brands in that price segment so
there is clearly an opportunity to introduce a brand like BLK. We’re out to
prove that luxe-looking, premium makeup doesn’t have to be a splurge. Our
lipsticks, for example, are up to par with higher-end brands in terms of
quality, but at a fraction of the cost.
be sold and why did you choose these platforms? Have they been proven effective
from your experience?
BLK will be exclusively
sold in top Watsons stores nationwide and through our own online store (www.blkcosmetics.com.ph).
Watsons is the No.1 beauty store in the Philippines so it is the best way for
us to reach as many consumers as we can. They’re also very aggressive in
marketing their retail stores so it’s beneficial for a brand like BLK to
partner with them. I’ve been working with Watsons for over a decade now—ever
since my corporate days—and their priority is to ensure that they that they
continually cater to the expanding beauty needs of women today. Since we’re
also in the digital age, we’ve decided to have our own website to make it
easier for anyone to purchase a BLK product anytime, anywhere! We’re also in
talks with other online stores so hopefully other partnerships will play out
soon. We want to reach as many women as possible, so they can all try and enjoy
you and Anne went through to build this brand and actualize your vision?
and passionate when it comes to BLK. In spite of her busy schedule, she finds
time to really test and review all the products and shades, research new
product ideas and creative pegs, and even shoot for all of the videos that
we’ve created for the brand. She’s always messaging me her ideas—even during
the wee hours of the morning—especially when she comes across an interesting
innovation or beauty trend that she wants to explore. I am simply amazed at how
she manages to do everything, including work on BLK, with the same level of
professionalism that she has for all her other many endeavors: her showbiz
career, her other businesses, and even her charity works. She’s a superwoman!
The concept of
uncomplicated beauty in a makeup brand is something that I’ve always wanted to
explore because I feel that the cosmetics industry is currently built on
unrealistic expectations, with super made-up models and too-complicated
routines. Coincidentally, Anne feels the same way. So when I proposed this
concept to her, she was 100% on board! It’s exactly her beauty philosophy as
well—that less is more, and that beauty should be made easy. It’s been
smooth-sailing since the beginning since we really share the same vision for
the brand and we both just want to give quality products to all her fans.
the category today, what makes BLK different?
What sets us apart is
the fact that we’re not trying to sell numerous complicated products to women.
Our goal is to keep thing simple. We are launching with just five products
(Lipsticks, Powder Foundation, Contour, Blush, and Highlight Palette, Liquid
Eyeliner and Eyebrow Duo), which we feel are the absolute essentials in
creating a full uncomplicated look—it’s really beauty made easy. From the
product range selection to the shade assortment, everything has been
streamlined to make your beauty routine easier. On top of that, everything has
been tried and tested by Anne herself, so you can be sure they’re really the
best of the best! When you visit our counters, you won’t feel overwhelmed.
We’ve simplified it for you so that makeup shopping—and even application—can
truly be an easy, stress-free, and enjoyable experience. Plus, I’m also proud
of the fact that we are one of the few local brands that has an official
cruelty-free certification from PETA.
How has your experience
and knowledge in the industry helped you in developing this brand?
industry for more than a decade and this is my second brand in the cosmetics
industry. I strive to have constant awareness of both the external and internal
competitive landscape, opportunities for expansion, customers, markets, as well
as new beauty industry developments and standards. My experience has enabled me
to understand consumers better, so that we can provide exactly what they want and
need. I’ve also had a lot of practice in understanding how to create quality
products and working with competent manufacturers. My dream is to level up the
quality of local brands, and this means ensuring that we deliver the best
consumer experience, from creating appealing packaging and ensuring top-notch
product quality to building a strong retail space. We really took all these
into account—making sure everything’s perfected down to the last detail—as we
developed BLK. I’m proud to say that this brand is something Filipinos will
truly be proud of.