Local clinic uses knowledge of Cebuanos to its advantage
ITS familiarity with Cebuanos and its willingness to upgrade have become the key factors to Ruiz Derma and Cosmetic Center Inc.’s success amid tough competition in the beauty and wellness industry today.
The company has invested at least P3 million to upgrade its facilities to remain attractive to the market, especially to millennials.
This group, according to studies, has a high concern for health and wellness, even at a young age.
Doctor John Ruiz, president of Ruiz Derma and Cosmetic Center, said that while the entry of bigger players in the beauty and wellness industry has reduced the market share of long-time homegrown players, their clinic has stood the test of time.
“Many have been affected (with their entry) but as a homegrown player, you also have an advantage. We know the market well and we understand their needs. Plus, we were not resistant to change,” said Ruiz.
“Instead of looking at competition as a threat, we viewed it as an opportunity to improve our services,” he added.
Ruiz Derma and Cosmetic Center has been in the industry for 26 years, founded by doctor Fe Ruiz. The clinic is one of the pioneering beauty and wellness centers in Cebu, long before the entry of new names in the market today.
It started as a skin care clinic, then over the years it ventured into offering the complete beauty and wellness package including manicure and pedicure, and body massage.
“My mother opened this clinic to make beauty and wellness services accessible to everyone because in the past, it is only the affluent market who get to try these services,” said Ruiz.
Ruiz Derma and Cosmetic has branches in Ayala Center Cebu and SM City Cebu. The centers are managed by physician Leilani Ruiz Aquino, and dermatologist Cora Lou Kintanar and operated by registered nurses and well-trained staff.
Among the new equipment purchased by the clinic include new version IPL-NV (intense pulsed light), machine for whitening, wrinkle, warts removal, dermal roller treat- ment, radio frequency treatment, and CO2 laser.
Amid the tighter competition, Ruiz remains op- timistic their clinic will do well, saying there is still ample room for growth in beauty and wellness with the increasing population seeking affordable but high-quality services.