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.”
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.
Veering away from the usual corporate-sounding tone that most companies
use, Flawless, as seen in their Twitter and Facebook accounts, now uses a more
humble and personal voice to interact with their audience. “Pal’s talk really
works for us. More than anything, it’s able to break this long-standing
connotation people have that we are a high-end brand. This is something that’s
never been done here in the country and something we really want to encourage
others to do. Depending on the nature of the product and service you’re
offering, you can customize a tone that fits your brand. Just remember to still
keep it professional,” Mendoza ends.
(PRESS RELEASE)
