A push for beauty entrepreneurship
Michelle Asence-Fontelera’s passion has always driven her to aim for success. “I am kikay (a person who is fond of dressing up) so my business, Zen Zest, is something that I’m passionate about. It (the beauty business) is something that interests me,” she says. Since it started almost a decade ago, Zen Zest, one of the first local specialty bodycare lines, has expanded to more than 100 outlets nationwide. She also exports skincare products to other countries and has two other sister brands under her helm, Scent Station (a perfumery) and Skin Quest (a goods supplier to various dermatology clinics).
Perhaps the nose for retailing came from a combination of factors. Asence-Fontelera grew up in a family of entrepreneurs, with a perfume aficionado of an uncle who influenced her with his love for scents. And, just like a typical lady, Asence-Fontelera eventually developed an affinity and keen eye for fashionable clothes and the latest in beauty products. An urge for entrepreneurship soon followed, particularly sparked during her college years at De La Salle University (DLSU).
During her college years as a psychology student in the ‘90s, Asence-Fontelera got an idea from her aunt to set up a few bubblegum machines inside a mall. It was an opportunity that Asence-Fontelera grabbed, but it was not an easy feat. Despite being lucrative, it was a business that required dedication and labor. She would personally refill the bubblegum machines. After that, she would carry a heavy bag containing the coins she gathered from her machines and would count the money she earned, around P20, 000 on average (she even recalls how a local bank’s staff would recognize her because of lugging around a lot of coins to deposit). On the flipside, it was worth the effort and time. After all, she managed to constantly update her wardrobe with stylish clothes with her income.
After graduation, Asence-Fontelera worked in the corporate field as a fast food chain’s assistant franchise manager and as a fashion merchandiser for Cinderella and Maldita. During her spare time, in what would be a prelude to Zen Zest, she would sell soaps at weekend bazaars. “My neighbor in a bazaar in Valle Verde was selling natural soaps,” she shares. “I really liked the soaps that I asked him if I could consign. So I consigned the soaps, I joined a bazaar in Alabang and I sold all the soaps. That’s when I had the idea that local bodycare products can do very well.”
Asence-Fontelera made the soaps herself in her room. Rafael Ibarra, a chemist, taught her how to manufacture body scrubs, colognes, and lotions in February 2001. Zen Zest opened its first cart to the public on May 1, 2001. Through the years, she added product lines such as room and massage oils as well as room and linen fragrances, among others.
Zen Zest has established itself as a purveyor of affordable skincare products that people can use every day. “For Zen Zest, we have a niche market already because we cater to people who like high quality products but they don’t have that big of a budget,” Asence-Fontelera says. “It’s not that they don’t have a budget, it’s just that they would rather go on trips or buy clothes or bags instead of buying imported perfumes or bodycare products.” Asence-Fontelera observes that Filipinos are usually fond of fruity or fresh scents. She also adds that beauty services such as anti-aging treatments are also a hit these days.
Just recently, Asence-Fontelera has been hailed by Globe Telecom as one of its inspirational “negostars” for its Globe Business segment. “When we looked at the story of Zen Zest, it’s the kind of story that we want others to look at and to inspire people to become successful businessmen themselves,” says Emmanuel Aligada, head of corporate and SME segments for Globe Business. Globe Business, to illustrate, is encouraging entrepreneurship in the Philippines by offering services such as internet and postpaid plans fit for budding entrepreneurs and relatively small enterprises such as Zen Zest looking to modern technology for a sense of security and business development. “Globe Business is no different in terms of aspirations with fellow businessmen. We want to provide services to anything that is required by every market there is,” Aligada furthers. “I actually feel flattered and proud that I’m chosen to be a Globe negostar,” Asence-Fontelera says, who adds that she is also looking forward to tapping various Globe Business services such as tracking systems and TxtConnect, a feature that will let Zen Zest send updates such as sale promos to customers nationwide easily via SMS. “All the way up to now, Michelle is looking for ways to grow her business and expand, like the only limit she has is what she thinks is her limit, which at this point, is something you can’t even imagine. That’s what’s interesting,” Aligada adds.
Resting on one’s laurels is something that Asence-Fontelera shuns, especially since every business, such as the beauty trade, requires one to be constantly creative. “In any industry, you have to be updated with the current trends, like fashion and beauty, among others,” she says. For her, aspiring entrepreneurs should pursue what they are passionate about and stay focused on achieving their goals. “For example, if they want to be in the beauty industry, it has to be because they love beauty, not because it’s lucrative. It’s only going to be a hit if you’re passionate about it,” she advises. Every entrepreneur should “take little steps. Start by envisioning how much money you want to earn, what you want to achieve. I meditate on this. Then, begin by selling to your officemates, or at bazaars and you have to save. When you spend, do not go overboard, even when you’re rewarding yourself.” - Article courtesy of Manila Bulletin.
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