Since it was founded in 1994, GT slowly captured its market mostly through the so-called word of mouth that miraculously made its products among the sought-after brands in the country today.
Now that its products have virtually captured a nationwide market, GT has seen the need — not only to protect its market — but to strengthen it further by having someone credible to endorse its products starting this year.
“To ensure continued patronage of our products, we realized the effectiveness of a celebrity endorser to promote them,” GT owner Engr. Leonora B. Salvane said. “So, our search for an endorser started, but we decided to have a Cebuana because our product is Cebuano-made.”
And that Cebuana endorser is ABS-CBN talent and Visayan indie film actress Phoebe Kaye Fernandez, who is young, vibrant, fair-complexioned, and beautiful inside out.
“For us, Phoebe perfectly fits the bill,” Salvane said. “We know she can help us capture the young audience.” According to Salvane, they also based their choice of Phoebe on GT’s facebook demographics. “Furthermore, Phoebe and her mother both use GT products,” Salvane added.
The 24-year-old entertainment news reporter of ABS-CBN’s TV Patrol Central Visayas graduated magna cum laude in 2008 from the University of San Carlos in Cebu and became a registered nurse the same year. She is also a beauty contestant and finished first runner-up in the 2008 Miss Mandaue pageant.
In 2011, Phoebe was named Best Actress in the Cebu Sinulog Short Film Festival for her role in “Biyahe” and was nominated Best Actress in the Cinema One Film Festival for her portrayal as a psychic in “My Paranormal Romance.”
Phoebe Kaye Fernandez, who formally signed a memorandum of agreement (MOA) with GT Cosmetics on March 30, is not as popular as the celebrities from Manila, but Salvane believes she can deliver the goods for GT.
“Although Phoebe is not popular nationwide, we believe she can be influential in endorsing GT with her great communication skills, her vast experience in public relations, and her charm and charisma,” Salvane said. “We know she will make an effective endorser of our products not just in Cebu, but in the entire Philippine archipelago.”
GT Cosmetics’ bestselling Carrot, Papaya, and Bleaching organic soaps, night and day cosmetic creams, sunblock, and toner have now all become quite popular among the youth and young professionals in Luzon, Visayas, and Mindanao.
All GT products can be purchased in about 200 retail outlets such as Watsons Personal Care stores, Robinsons supermarkets, SM malls and supermarkets, Savemore supermarkets, Gaisano Metro chain of stores, as well as in other leading malls, department stores, supermarkets, and soon in all leading drugstores nationwide.
- Smile Magazine features GT Cosmetics (prworks.wordpress.com)
- Public Relations in southern Philippines this 2012 (a) (prworks.wordpress.com)
- PRworks list of CDO journalists affected by Sendong (prworks.wordpress.com)