Splash Corp. accelerates entry into other product categories

BusinessMirror – March 19, 2018

AFTER solidifying market leadership in the highly competitive skin whitening, skin exfoliant and specialized hair-care categories, Splash Corp. is confident of making significant inroads into other consumer product categories.

Founded only three decades ago, Splash has regularly shaken up its market categories with innovative new products that were quickly embraced by the market. Early product successes like Extract facial cleanser and Extraderm exfoliant established Splash as an aggressive new player with an innovative spirit and unique insight into the Filipino consumer.

Splash built on this early success with brands like SkinWhite and Maxi-Peel, which are now the leading brands in the skin-whitening and exfoliant categories. The Vitress hair-care line has allowed Splash to also become a leader in specialized hair solutions.

“We have all the parts in place for an aggressive entry into new product categories,” Splash Cofounder and CEO Rolando B. Hortaleza said. “We will bring into these new markets the same ingredients of our success: Our deep knowledge of the Filipino consumer that enables us to anticipate market needs, our speed at developing, manufacturing and distributing products that meet this market need, and well-thought-out marketing strategies rooted in our deep affinity with Filipino consumers.”

Hygienix Germicidal soap was introduced as an initial foray into the mainstream soap market. Aggressive marketing and distribution activities positioned Hygienix as a player in the large anti-bacterial soap category.

Splash keeps the loyalty of demanding Filipino consumers by offering them an ever-expanding choice of skin and hair-care preparations to meet their greater need for safety and efficacy.

Splash has a remarkable record at new product introductions that quickly take over the market. Maxi-Peel Zero, an exfoliant launched only a year ago, has now become Splash’s leading product. SkinWhite’s latest Lotion with “light-feel technology” had also been quickly embraced by the market as it is a lotion that is light in feel, smooth and easily absorbed by the skin without losing its whitening and moisturizing potency.

Product innovations and marketing prowess are not the only sources of Splash strength in the market. Over the past few years, Splash has created efficiencies and scale in its manufacturing which have enabled Splash to become one of the lowest cost producers of soaps and lotions in the Philippines.

Splash has also further extended its reach and distribution via subsidiary Prime Global Distribution Corp., which services not only national accounts, supermarkets, drugstores, convenience stores but also traditional accounts.