In an afternoon of bold insights and creative energy, the Chamber of Cosmetics Industry of the Philippines (CCIP) successfully hosted its 2nd General Membership Meeting (GMM) with the theme “Advertising Minds: An Advertising Forum.” Held at World Trade Center, the forum brought together some of the country’s most respected leaders in advertising to share strategies and perspectives on building brands in today’s ever-evolving beauty and personal care landscape.
The event was hosted by Meilyn de Guzman of Fresh Innovations Marketing Corporation and spearheaded by Roberta Estacion of Harem, Inc., who currently heads the CCIP Programs Committee.
Moderating the panel discussion was Denice Sy, chief sales & marketing officer of Ever Bilena Cosmetics, Inc., who led a dynamic conversation with top advertising professionals: Tats Cruz, chief creative agencies officer, Publicis Groupe Philippines; Robbie Aligada, executive director, Ad Standards Council; Betsy Baking, managing partner, Over the Moon Communications, Inc.; Third Domingo, chief creative officer & chairman, Hakuhodo Asia Pacific / IdeasXMachina; and Nicole Morales, president & founder, The Beauty Edit.
Real conversations on what works in advertising
The discussion explored key topics such as audience connection, brand storytelling, authenticity, ethical advertising, and balancing brand-building with performance.
Tats Cruz emphasized the importance of human connection in creative work, while Third Domingo noted that creativity must begin with the founder’s clear direction. Nicole Morales spotlighted the need for brands—especially indie ones—to identify and fill real market gaps, turning unique value propositions into powerful narratives.
Betsy Baking shared that authenticity is often more effective than perfection, particularly in user-driven platforms like TikTok. Meanwhile, Robbie Aligada reminded brand owners that responsible advertising doesn’t hinder creativity—it elevates it.
In a defining moment, panelists reflected on how advertising success isn’t always immediate. Aligada introduced the concept of ROH, or Return on Heart—explaining that trust, loyalty, and brand love can be just as important as direct sales.
Welcoming new members to the chamber
Alongside the forum, the CCIP community also took time to formally welcome its newest member companies, expanding its diverse and growing network of beauty and personal care stakeholders:
· Imperial Nova Corporation – Raw Material Supplier/Trader
· Aldrtz Corporation – Manufacturer
· Avon Product Mfg. Inc. – Manufacturer
· Maverick Ventures Inc. – Distributor
· Biocostech Philippines Inc. – Distributor
· Calm Sands Inc. – Distributor/Trader
· Dermesse Inc. – Manufacturer
· Dermorepubliq Corporation – Manufacturer
· Graceful Vision Corporation – Distributor/Trader
· CRT Aroma Philippines Inc. – Raw Materials Supplier
· Asiaprime Philippines Corporation – Manufacturing
These companies now join CCIP’s collective mission of raising industry standards, fostering collaboration, and promoting ethical, innovative, and inclusive growth in the Philippine cosmetics sector.
Advertising as a business essential
As the session drew to a close, Domingo delivered a striking insight: “Advertising is not just the cost of promotion—it’s the cost of existing.” The panel encouraged businesses to see marketing as an investment in clarity, visibility, and longevity.
Denice Sy concluded with a message to all attendees: “Advertising isn’t just about exposure—it’s about meaning. It’s how we tell our stories with intention, purpose, and empathy.”
With over a hundred members in attendance and robust participation from both seasoned players and new entrants, CCIP’s 2nd GMM proved to be a meaningful step forward in shaping the future of Filipino beauty and branding.
