Village Connect
In a powerful gathering of creative minds and industry trailblazers, the Chamber of Cosmetics Industry of the Philippines (CCIP) held its 2nd General Membership Meeting (GMM) under the theme “Advertising Minds: An Advertising Forum.” The event, staged at the World Trade Center, became a springboard for important conversations about customer trust, authentic storytelling, and the evolving role of advertising in the beauty and personal care industry.
Hosted by Meilyn de Guzman of Fresh Innovations Marketing Corporation and led by Roberta Estacion of Harem, Inc., the session brought together some of the country’s most respected names in advertising. Denice Sy, Chief Sales and Marketing Officer of Ever Bilena Cosmetics, Inc., steered the conversation as the forum’s moderator, creating a space for honest, thought-provoking dialogue.
The panel featured top industry experts: Tats Cruz, Chief Creative Agencies Officer at Publicis Groupe Philippines; Robbie Aligada, Executive Director of the Ad Standards Council; Betsy Baking, Managing Partner at Over the Moon Communications; Third Domingo, Chief Creative Officer and Chairman of Hakuhodo Asia Pacific / IdeasXMachina; and Nicole Morales, President and Founder of The Beauty Edit.
The discussion delved deep into what truly connects brands with consumers today. Tats Cruz highlighted the irreplaceable value of human connection in crafting memorable campaigns, while Third Domingo emphasized that creativity should always begin with a brand’s authentic purpose, often guided by its founder. Nicole Morales, championing smaller brands, stressed the importance of addressing real market needs and building stories around meaningful value.
On the power of platforms like TikTok, Betsy Baking shared that audiences often respond better to authenticity than polished perfection. Social media users now gravitate toward real, unfiltered content that reflects genuine brand character. Robbie Aligada reminded the group that responsible advertising and industry regulation should be seen as creative allies, not limitations.
One of the forum’s most memorable moments was Aligada’s introduction of the concept of ROH—Return on Heart. He emphasized that beyond sales, brands should invest in building trust, emotional connection, and customer loyalty, all of which have long-term value.
The event also celebrated the expansion of the CCIP community by welcoming new member companies from various sectors including raw material supply, manufacturing, and distribution. These fresh additions to the chamber’s growing roster are set to contribute to CCIP’s mission of driving ethical, innovative, and collaborative growth in the Philippine cosmetics landscape.
As the event drew to a close, Third Domingo left participants with a resonant message: “Advertising is not just the cost of promotion—it’s the cost of existing.” The panelists encouraged beauty brands to think of advertising as a core investment in their story and survival.
Summing up the day’s insights, Denice Sy reminded attendees, “Advertising isn’t just about getting noticed—it’s about telling stories that matter.” The CCIP’s 2nd GMM was more than a forum—it was a collective step toward shaping the future of meaningful, trustworthy beauty in the Philippines.
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