After entering the market in 2011, Ysabel’s Daughter is now targeting overseas-based health buffs to build its brand in the health and wellness market.
“We do have plans to expand overseas; we are currently consulting with contact persons in Abu Dhabi, specifically wellness centers that were able to find us through word of mouth. We plan to take it one step at a time before we try expanding elsewhere or if the brand is able find this following from the market they have over there,” said Coty Cruz, president of Ysabel’s Daughter, in an e-mail interview with the BusinessMirror.
Cruz said the company is currently pushing the brand on a gradual basis to promote the value of a healthy lifestyle to the Filipino market. We are stressing in our awareness campaigns that going natural is beneficial,” she said.
She also noted that another challenge is to convince the market that a local brand can be at par, if not better, than its foreign counterparts. “
“Filipinos have this stigma that imported brands are better than what local brands can offer, but once they try it and understand the benefits of what we push for, we’re then able to build this loyalty from our users,” Cruz said.
Basically, she said the challenges remain the same in terms of trying to reach out to their target markets and prove that there are quality local brands in the market. Personally, she thinks that their products have vastly improved and the company has learned important lessons through its ups and downs as a company.
Although their products are pricey compared to the other health products, Cruz said Ysabel’s Daughter will not compromise quality. “We wanted to push for the best quality possible for the products we put out and the only way to do that was to be as real as possible to what customers expect you to have,” she said.
“Research has shown that using synthetic ingredients can be harmful and potentially toxic; this is why Ysabel’s Daughter strictly does not include them in the products,” she pointed out.
Being a quality-driven entrepreneur, Cruz said it takes time for her and the team to create new lines since they have to thoroughly research every possible means to attain a 100-percent natural product. “Plus, being a health buff, myself, I wanted to offer something which I know other wellness-conscious folks would enjoy as well,” she said.
Rizal Raoul Reyes