Pili Ani debuts at Home Shopping Network USA
THE pandemic was an unlikely time to plan for expansion. While most businesses across industries were finding ways to scale down and stay afloat, the team at PILI ANI took on a courageous approach to surviving the crisis. Pili Ani co-founder and visionary Mary Jane Ong recalls, “2020 was a year for re-thinking, rebranding, recruiting and building a team that shared the same goals, work ethics and beliefs.”
The team went back to its roots, affirming the vision that started it all. “Pili Ani was built so we could help our farmers and communities in the Bicol region. These are the people who are responsible for the planting, harvesting and creation of two very special oils sustainably sourced from the Pili tree: Pili and Elemi Oils.” They also looked inwards with the aim of defining identity and determining the message they hope to convey.
“We want to highlight a Philippine-made artisanal holistic brand that combines both traditional and sustainable techniques of our farmers. We also wanted to be consistent with our founder’s dream of making a mark on the global beauty market for our unique Philippinemade ingredients.”
Not only is the company dedicated to promoting the work of the farmers and communities they work with, they are also conscious that they are included in all their plans and growth.
An online announcement from HSN’S The Big Find caught Mary Jane’s attention and sparked a new idea. “The Big Find is the best thing to happen to us this whole pandemic. It is likened to Shark Tank but instead of pitching to investors or mentors, you are talking directly to consumers of Home Shopping Network and QVC. I didn’t think twice about submitting. If they think you are a good fit, you get a golden ticket and move on to the next level.”
LIGHTS, CAMERA, SHOP
PILI Ani's debut at the Home Shopping Network USA (HSN) happened on February 25 at 1pm and February 26, 5am, both Manila time. Apart from it being opportunity to generate more sales, it also marked a new milestone toward creating global presence. Mary Jane explains, “HSN is the biggest home TV shopping network in the US alongside its parent company, QVC. It is an industry leader with a strong following. It is a great venue for an indie brand like ours to launch.”
“Hardly anyone knows about the benefits of Pili and Elemi oils when incorporated into a daily routine. I also feel that through HSN we will be able to effectively share with viewers the wonders of two amazing oils—pili and Elemi— sourced from one tree. There is no other source quite like it.”
Mary Jane adds, “Many ingredients all over the world represent their respective countries. You have Argan from Morocco, Marula from Africa. Why not have Pili and Elemi oils from the Philippines?”
In 2018, the global market began to take notice of Pili Ani's potent, all-natural skincare formulations. They were featured on Good Morning America, Pop Sugar and the Huffpost. Pili Ani was also spotted during New York Fashion Week, establishing its place as cult beauty favorite among those in the know.
This year’s launch on HSN, which will take this dream one step closer to reality.
The team admits that anticipation and excitement is high. Success on HSN will mean more opportunities for the farmers and artisans working behind the Pili Ani products. It will also mean representation for the Philippines on the global stage. Mary Jane ends, “This brand and milestone is not just for the company and the farmers. It is also something that we hope the country can be proud of.”