How Juan/Juana de la Cruz feels about himself/herself
Since Gina Lorenzana is directly responsible for the overall marketing of various personal care categories, numerous information pass through her, pertaining to the wants, needs and how the ordinary Juan/Juana de la Cruz feels about himself/herself.
She says what sets the PH market above is its level of innovation and creativity.
“There is no other market that exploded sachets in a big way like the Philippines. Because, if we had not done that, then we wouldn’t be able to make high quality products accessible to Filipinos,” she explains.
“Filipinos want to improve themselves. But for some reason, they feel that they don’t have permission to do so. The majority … they’re quite shy and timid.
But what I found is that there is a direct proportion of women’s empowerment and the kind of confidence they have in themselves … And that allows them to have empowerment in their homes and economic means,” she says.
Gina dubs the Filipinos as the cleanest individuals in the world.
It is second nature for most Filipino to cleanse themselves.
Their winning trait is their smile. For her, it is a brand of optimism and our very own signature of resilience.
However, their losing trait is that they are “internally competitive.” They play less on competing against the rest of the world, but during times of crisis, they create magic. Yet at times, they tend to be divisive, Gina says. Vanessa B. Hidalgo
