Fragrantly Beautiful

A zest for beauty

By Diana Uy

A FEW years ago, I remember passing by a small cart in SM North Edsa that seemed rather out of place amid the jumble of kiosks hawking donuts, hotdog and bags . The open cart sat quietly at the center of the mall, waiting for passersby to take notice.

From what I could see, there wasn’t anything particularly eye-catching about the cart. But each time I passed, I noticed the crowds around the kiosk getting bigger and bigger. Curious, I took a peek at what the fuss was all about.

At a time when beauty products were largely the domain of foreign cosmetics companies, Zen Zest, with its unique line of handmade bath and beauty products, created quite a stir among young students and budget conscious individuals, first, because they were affordable, and second, because they were as good (maybe even better) than a lot of the imported lines that cost twice as much.

Best of all, the products are Philippine-made.

The mother of all zen
Zen Zest was conceptualized by Michelle Asence, its bubbly, free-spirited 29-year-old owner. A psychology graduate from De La Salle University, Asence is no stranger to business, as her family owns the Goto King chain of restaurants.

According to Asence, Zen Zest was created to provide consumers a line of locally made beauty products as inexpensive alternatives to the pricier foreign products. At the time, “zen” was a popular word and everyone was using it. Asence added ‘‘zest’’ to put color to the brand.

Creating Zen Zest was the most natural choice for her, she says, because she has always been fond of bath and beauty products from the time she was a child.

Determined to make her mark in the industry, she quit her job as a merchandiser for a top local clothing brand in 2001, hired herself a chemist, and single-handedly created the first line of Zen Zest products, which included lotions, body scrubs, fragrances and bars of soap.

With a working capital of P350,000 given by her mom, Asence opened her first stall in Megamall. In less than five years, she managed to parlay this into a thriving enterprise that made her a millionaire at the age of 23.

“I was surprised by the response of the people. Even during our first day, we were already selling, especially our fragrances!”

To date Zen Zest has already opened 40 kiosks and sells an extensive line of beauty and body care products, covering from head to foot. These products are reasonably priced from P65 to P250.

To her credit, Asence does not skimp on quality. Her products are made from imported ingredients and undergo strict monitoring that is at par with foreign brands.

Thus, its not surprising that their initial target of the middle class market extends to the upper class, whom Asence confides are her most loyal consumers especially during the holidays.
“The matronas, most especially, love our affordable and beautifully crafted Christmas gift sets which they hoard and give to their loved ones.”

Proof that Zen Zest has made a name as the local counterpart of such foreign brands as Bath and Body Works, Victoria’s Secret and The Body Shop is its growing list of aficionados. A list that includes sisters Gelli and Janice de Belen, one-time Pinoy Big Brother housemates JB Magsaysay and Cassandra Ponti, and even some high-profile socialites.

Award-winning products
It has also won numerous international accolades including the most recent Category Award for the Alternative Use for a Label Press Carton at the Federacion Internationale des Fabricants et Transformateurs d’Adhesif et Thermo-collants sur Papiers et Autres Supports (FINAT) in Warsaw, Poland for its 50 ml Water Eau de Toilette (EDT). The cologne is shaped like a teardrop that, when put together with the other variants form a flower. The packaging was designed by Kimberly Tiu of Kimbells.

Zen Zest’s best-sellers, however, are still its aromatherapy varieties, handmade bars of soap, fragrances, hand and body lotions, and its room and linen sprays.

For its aromatherapy line, lavender is the most sought-after scent what with its calming and stress-relieving effect. While the green tea soap is the bestseller in the soap category. The soap can also help prevent blemishes. Another bestseller is the oatmeal soap, which is good for sloughing off dead skin cells, suitable to people allergic to fragrances.

When it comes to scents, its “Sex and the City”-inspired cocktail set are a hit among young women. Top picks include cosmopolitan, which has a seductive tropical fruity scent ideal for evening wear; martini, a delicious combination of lush green and citrus; daiquiri, a fresh, out-of-the-shower fragrance perfect for outdoors; and margarita, a tangy melange of luscious fruits and tropical punch.

“We were able to capture the Filipina taste,” Asence explains the secret of Zen Zest’s success. “We also offer varieties suited for any personality and mood.”

Aiming high
Though Asence has created a profitable beauty empire, she still believes that success is yet to be achieved, “Maybe if the company has a billboard to its name already!,” laughs Asence.

“We still plan to export and open more branches in Asia and the Middle East.”

In the meantime, she focuses on her new line of VCO hair and body products and preparing for new packages for the coming holidays.

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posted by Cheryl Levesque @ 11:42 AM