Just a month before it celebrates its 11th
anniversary, the country’s preferred clinic for face, body and medical
services, Flawless, marks several milestones as it formally launches its new
digital face and voice.
Whether we like it or not, the Philippines has
evolved to become one of the world’s biggest online communities. Ranking 8th
among countries with the biggest number of Facebook users worldwide, the
Philippines is also the 10th biggest Twitter nation with over 9.5
million active users. A great feat
considering that only 30% of Filipinos have access to the Internet, these
numbers served as the basis for Flawless’ most recent digital efforts.
Flaunt
Last April 2012, Flawless
launched an online magazine on issuu.com to replace the brand’s monthly
newsletter. Aptly named “Flaunt,” the digital publication is intended to be Flawless’
signature online editorial habitat.
“We launched Flaunt mainly
to better get our message across an array of audiences,” shares Rubby Sy, CEO
of Flawless. “The problem with newsletters is that only a number of people get
to read them and they’re forgettable and lack impact. If you’re not part of our
mailing list, the chance of you receiving monthly content from us is close to
zero. Likewise, if you do, by chance, receive emails from us, there’s a big
possibility that you’ll skip opening what we sent. Launching a digital magazine
is the wisest way around these challenges. Not only are we now able to send out
our messages across a wider market, we also do so using a platform that evokes
the
kind of lifestyle we promote—fun and dynamic
yet sensible.”
kind of lifestyle we promote—fun and dynamic
yet sensible.”
Much like the brand it
represents, Flaunt was founded on the premise of making beauty accessible to
everyone. From beauty tips courtesy of Flawless’ acclaimed roster of Skin
Professionals to stories of human interest, the publication aims to improve the
quality of life people have by giving them the tools they need to achieve the
most beautiful expression of themselves.
“In more ways than one,
Flaunt is an extension of Flawless. This is why my team and myself strive
really hard to incorporate as much of ourselves into our content. The Internet
offers unprecedented opportunities for readers to engage with ideas and stories
beyond those seen in traditional publications. Traditionally, companies have
used their websites for sales and marketing. We believe they should also use
their websites to publish," Sy adds.
New and Improved Digital Domain
With more and more companies enhancing their digital presence, Flawless has
also implemented new improvements in its website to extend its products and
services to more netizens.
“This is the first time that we’ll be updating our
website since launching it 2 years ago,” shares Flawless’ Business Manager,
Drew Donovan-Mendoza. “After 11 successful years in the business, we thought
it’s only proper we do something to improve the experience our customers get
when they visit our site. It’s a very personal change; kind of like
refurbishing your home. You don’t just want to improve the aesthetic aspects of
the space, you also want to make it functional and most importantly, you want
it to reflect your personality.”
Adding more value to its
revamped look, the new website serves as a goldmine of information for beauty
and wellness aficionados. It hosts Flawless’ full line of first-rate products
and services including its revolutionary four-way slimming and body sculpting
program, Shape & Sculpt. A separate section is dedicated to highlighting
the brand’s franchise program.
“What do people need? This
was the first thing we wanted to address when we were designing the new site.
We want it to be a reflection of what we stand for. More than just serving as a
platform for us to be able to reach a wider audience, we want the new site to
serve as a portal where people can go and schedule consultations, look for
solutions to their skin problems, make purchases—we want something that people
can use and go to for their own benefit,” shares Donovan-Mendoza.
Flawless’
Marketing Manager, Patricia Mendoza adds, "In revamping our website, our
main focus was not about our preference on design and features but more about
improving the overall online experience of current and potential patients. The
website design, navigation and sections were mapped out to reflect the mindset
of someone looking for information on a certain product or service and ready to
make a purchase decision. We want to make it easy and convenient for our
patients to look for what they want may it be product information, how a
particular service is done, nearest clinic location, inquire about franchising
or simply to book an appointment with the clinic."
“One of the main highlights
of the site is the e-commerce. This was borne out of a number of requests from
Filipinos abroad to make our products available for shipping to other
countries. I’m personally very proud of this feature because it takes us one
step closer to realizing this,” ends Donovan-Mendoza.
A New
Voice
In its efforts to better connect with its
target market, Flawless recently revamped the way the brand interacts with the
rest of the online community.
One of the biggest
innovations that really made a huge impact in the lives of netizens all over
the world is the rise of social networking sites. Allowing people to stay
connected, share information, play all sorts of games and expand their
networks, these portals quickly found a way to fit in the daily lives of people
regardless of their social and economic status. Realizing the unlimited
potential social networking sites possess in terms of customer engagement,
companies were quick to find creative ways to use the medium.
“Now more than ever, companies are able to extend their reaches. As time goes
by, companies are getting cleverer in terms of building their brand’s
reputation online. It’s a very tricky process because one wrong move can break
you. However, if done properly, the rewards are well worth it,” shares Pat
Mendoza, Marketing Manager of Flawless.
Known for introducing
ground-breaking aesthetic concepts to Filipinos, Flawless makes another first
as it revamps the brand’s communication tone in an effort to “speak the
language” of its market.
“Language and
communications are two very dynamic subjects. We’ve been observing online
trends since last year and one thing we found out is that people respond better
to brands who speak the way they do,” adds Mendoza.
Founded on
the premise of making it easier for Filipinos to have access to world-class
skin and body solutions, Flawless is the Philippines’ go-to place scientifically-sound aesthetic products and services. Powered
by Skin Professionals, its main thrust lies in its acclaimed roster of well-trained aestheticians and duly licensed doctors that are stationed in
each of the brand’s strategically-located clinics nationwide.
Philippines' Outstanding Retailer of 2010 - Flawless is the leading aesthetic beauty clinic for face, body and medical services. It is also the only mass market beauty clinic managed by professional dermatologists with some 35 clinics across the nation.
Flawless Face and Body Clinic is quite possibly the most popular in its industry, thanks to its promise of delivering medically sound beautification services and products to the Filipino people.
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