IF THERE is one thing women (and even men) wish for their skin to be, it?s that it should be flawless. And with the onset of many facial centers that offer a wide range of advance treatments and services nowadays, this wish isn?t hard to become a reality.

Since 2001, Flawless, a leading chain of aesthetic and skincare clinic, has been giving many customers a feel of what it?s like to be beautiful inside and out.

Rubby Sy, owner and chief executive officer of Flawless, recalls how her interest in always looking beautiful even at a young age, led her to venture into the skincare business: ?Ever since I was a kid, I really like to pretty myself up?I always wanted to make myself look good. When I was a young girl I always wear beautiful dresses, and then when I was a teenager I had acne, so I often go to a dermatologist ? So, it wasn?t hard for me to go into this ?beauty? business or know more about it.?

She adds that Flawless? initial concept was like that of a ?fast-food? store?targeting the mass market with quality service at an affordable price.

But before she became an entrepreneur, Sy worked in a bank for 15 years and was Citibank?s treasurer for consumer services group when she left to concentrate on her creative passion.

In 1993, Sy conquered the export market by selling Christmas decors.

Endorsers

?I love creating things and I love Christmas, so I make decors that we export all over the world. Initially, I started with Christmas decors, afterward I saw myself making household accessories and novelty items for different occasions as well,? shares Sy.

Her export business was doing well until it ?went on a hiatus last year after the peso depreciation a few years ago, and the global recession affected the business.? But being the creative person that she is, Sy plans to go into export again in 2012.

With her banking and entrepreneurial skills, Sy, together with a business partner, opened Flawless? first outlet in SM Megamall and became a hit to customers.

Today, Flawless, a recipient of the Outstanding Retailer of the Year Award by the Philippine Retailers? Association in 2009, has 35 branches all over Metro Manila and in the provinces, most of which are mall-based, making it more accessible to everyone unlike before, Sy adds, when ?most dermatologists hold clinics in the hospitals.?

?But we are quite choosy; we just don?t open branches for the sake of opening branches. We have to evaluate every single branch?Right now we?re evaluating the existing branches, to see which is doing well and which is not. Because it?s not a matter of going big in terms of number (of branches) but having outlets that give the best service to its clients,? Sy explains.

Flawless celebrity endorsers include Lorna Tolentino, Judy Ann Santos, Richard Gutierrez, Mark Herras and Yasmin Kurdi to name a few. Sy adds that although having star endorsers proves effective in ?making the brand more approachable to our target market, we don?t want people to come to us only because of our celeb endorsers... but we want them to patronize us because of our products and services.?

Lunch crowd

Flawless also boasts of its affordability such as the classic facial which costs only P350, plus a variety of other inexpensive facial and skincare treatments.

Sy also notes that 35 percent of their clientele are men who often go to their clinics during mid-day or lunchtime. ?We opened our doors to let men know that we?re not only for the ladies. Men are also conscious of their face?they want to have smaller pores, get rid of their wrinkles, etc.?

Last year, with the help of a Singaporean brand consultant, Flawless rebranded with a new logo and concept?from ?fast-food? to ?airline? concept. Treatment rooms are now classified as Diamond?first class, private room; Ruby?business class, semi-private room; and Emerald?economy class.

Sy explains the reason for the rebranding: ?First, the industry is becoming very competitive. When we started, we only had one competitor, now there are many. We don?t want our customers to come to us only because ?mura kami? . . . it should not be a price war, of course there?s our promise to give you affordable price but more than that we want you to have a flawless experience?quality products and services.

?Second, we want to think big?We want to look outside and go global. We want to tell the world that here is a Filipino brand that could give you the best.?

Asked what could be Flawless edge over the others, Sy says: ?We have iSkin products that are exclusive to Flawless?these are very good products that can help cure pimples, remove pigmentation and firm up skin. We also offer a lifetime hair removal service? and we have a doctor in each of our branch.?

Sy also adds that they have a training department where Flawless staff and aestheticians are trained and screened to ensure quality service once they are deployed to different branches.

?What makes us happy is if we could bring back our patients? self-esteem and confidence . . . that?s why I always remind branch officers, doctors that we?re not here for the money, we are here to take care of the needs of our clients,? Sy, who is not only an entrepreneur but also a dance enthusiast particularly of Latin dances (rhumba, samba, etc.) and had competed in dance competitions before.

Franchising

Flawless is also open for franchising for a total investment of P3.5 to P5 million depending on the size. This includes construction, basic equipment, three months supply of medicines and others.

?Sometimes we help them look for a place or if clients have a location in mind we also help them. But we always make sure that franchisees can follow our standard and applicants must have a very high attention to details, kasi kung pabaya, we might get ourselves into trouble,? explains Sy.

Couple Jinkee and Manny Pacquiao has a franchise in General Santos City.

To those who want to put up a business, Sy has this to say: ?If you want to have a business of your own, you have to put your heart in it because if it?s not there, there will be no passion and if there is no passion, I don?t think the business will be successful? because you have to do something that you really enjoy, so it?s not work it?s all fun.?