In an afternoon of bold insights and creative energy, the Chamber of Cosmetics Industry of the Philippines (CCIP) successfully hosted its 2nd General Membership Meeting (GMM) with the theme “Advertising Minds: An Advertising Forum.” Held at World Trade Center, the forum brought together some of the country’s most respected leaders in advertising to share strategies and perspectives on building brands in today’s ever-evolving beauty and personal care landscape.
The event was hosted by Meilyn de Guzman of
Fresh Innovations Marketing Corporation and spearheaded by Roberta Estacion of
Harem, Inc., who currently heads the CCIP Programs Committee.
Moderating the panel discussion was Denice
Sy, chief sales & marketing officer of Ever Bilena Cosmetics, Inc., who led
a dynamic conversation with top advertising professionals: Tats Cruz, chief
creative agencies officer, Publicis Groupe Philippines; Robbie Aligada,
executive director, Ad Standards Council; Betsy Baking, managing partner, Over
the Moon Communications, Inc.; Third Domingo, chief creative officer &
chairman, Hakuhodo Asia Pacific / IdeasXMachina; and Nicole Morales, president
& founder, The Beauty Edit.
Real
conversations on what works in advertising
The discussion explored key topics such as
audience connection, brand storytelling, authenticity, ethical advertising, and
balancing brand-building with performance.
Tats Cruz emphasized the importance of
human connection in creative work, while Third Domingo noted that creativity
must begin with the founder’s clear direction. Nicole Morales spotlighted the
need for brands—especially indie ones—to identify and fill real market gaps,
turning unique value propositions into powerful narratives.
Betsy Baking shared that authenticity is
often more effective than perfection, particularly in user-driven platforms
like TikTok. Meanwhile, Robbie Aligada reminded brand owners that responsible
advertising doesn’t hinder creativity—it elevates it.
In a defining moment, panelists reflected
on how advertising success isn’t always immediate. Aligada introduced the
concept of ROH, or Return on Heart—explaining that trust, loyalty, and brand
love can be just as important as direct sales.
Welcoming
new members to the chamber
Alongside the forum, the CCIP community
also took time to formally welcome its newest member companies, expanding its
diverse and growing network of beauty and personal care stakeholders:
Imperial Nova Corporation – Raw Material
Supplier/Trader
Aldrtz Corporation – Manufacturer
Avon Product Mfg. Inc. – Manufacturer
Maverick Ventures Inc. – Distributor
Biocostech Philippines Inc. – Distributor
Calm Sands Inc. – Distributor/Trader
Dermesse Inc. – Manufacturer
Dermorepubliq Corporation – Manufacturer
Graceful Vision Corporation –
Distributor/Trader
CRT Aroma Philippines Inc. – Raw Materials
Supplier
Asiaprime Philippines Corporation –
Manufacturing
These companies now join CCIP’s collective
mission of raising industry standards, fostering collaboration, and promoting
ethical, innovative, and inclusive growth in the Philippine cosmetics sector.
Advertising
as a business essential
As the session drew to a close, Domingo
delivered a striking insight: “Advertising is not just the cost of
promotion—it’s the cost of existing.” The panel encouraged businesses to see
marketing as an investment in clarity, visibility, and longevity.
Denice Sy concluded with a message to all
attendees: “Advertising isn’t just about exposure—it’s about meaning. It’s how
we tell our stories with intention, purpose, and empathy.”
With over a hundred members in attendance
and robust participation from both seasoned players and new entrants, CCIP’s
2nd GMM proved to be a meaningful step forward in shaping the future of
Filipino beauty and branding.
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