Beautederm lady has gift of gab
It helps that Rhea Anicoche-Tan, the lady behind Beautederm, has a gift of gab, an asset in the kind of business she is in.
“My mom, who was a teacher, was maboka (loves to talk) and I got that ‘talent’ from her,” confessed Rhea, proud that Beautederm, a local brand from Angeles City, Pampanga, that started as a small family business now has outlets not only around the Philippines but in other countries as well. “I let my products do the selling. I mean, my clients are the ones who come to me and not the other way around.”
Beautederm manufactures and distributes more than 60 products that include whitening soap and lotion, facial care kits, bleaching items, and many more, endorsed by celebrities who started as users, among them Sylvia Sanchez and son Arjo Atayde (who endorses the company’s Origin Series of scents), Matt Evans, Carlo Aquino, Alma Concepcion, Rochelle Barrameda and Shyr Valdez (who is also Rhea’s executive assistant).
“They believe in Beautederm products not because they are my friends but because they find it really effective,” said Rhea. “Matt’s wife Katrina is my relative; Rochelle is my best friend and so is Alma; and Carlo is like my little brother.”
At the time of this interview last month, Rhea was signing up Glydel Mercado as her newest endorser. Glydel related that she had been using Beautederm products even before she was contacted by Rhea through her manager, Lolit Solis. “I endorse only products that I really use,” said Glydel.
Actually, Rhea has “showbiz” background. As a working student from high school to college taking up Masscom at the St. Louis University in Baguio City, she moonlighted as a radio talent in Ilocano drama. She also tucked up a degree in Marketing.
“I competed in oratorical and declamation contests. I was inspired by my mom who is a good talker. As I said, maboka.”
Rhea was among those who pioneered the Love Radio, manning the 9 p.m.-12 midnight slot. At the same time, she was earning extra money by hosting local pageants. “You can say that early on, sanay na ako mag-ra
ket,” admitted Rhea. “My being maboka helped a lot.” For 12 years, Rhea sold appliances until she decided to join Avon Philippines as trainer for the Ilocos and Dagupan regions.
“I would handle 100 salespeople at a time,” said Rhea who became one of the company’s top guys in sales and marketing. “When I resigned from Avon, I decided to put up Beautederm. God has been good to me.”
Today, Beautederm has expanded to countries like Australia, Canada, Hong Kong, Malaysia, Singapore and some in Europe and the USA.
“When I was in Singapore,” recalled Rhea, “some of Beautederm distributors recognized me from my days with Avon. Nagulat
sila when they learned that I own Beautederm. I’m happy that many Beautederm users have become our sellers. It means that they believe in the products.”
Rhea hastened to add that Beautederm isn’t a giant (yet) and cannot compete (yet) with big companies that sell similar products and services. But it’s getting there…slowly but surely.