Pili Ani debuts on HSN
MANILA, Philippines — Pili Ani, a pioneering sustainable beauty product line, has taken a step closer toward fulfilling its founders’ vision of taking on the global stage, and amid a pandemic at that.
While most businesses across industries were finding ways to scale down and stay afloat, the team at Pili Ani took on a courageous approach to surviving the crisis.
Co-founder Mary Jane Ong says: “2020 was a year for re-thinking, re-branding, recruiting and building a team that shared the same goals, work ethics and beliefs.”
The team went back to its roots, affirming the vision that started it all.
“Pili Ani was built so we could help our farmers and communities in the Bicol region. These are the people who are responsible for the planting, harvesting and creation of two very special oils sustainably sourced from the pili tree: pili and elemi oils.” They also looked inwards with the aim of defining their identity and determining the message they hope to convey.
Ong says that as they sought counsel from communications experts abroad, they were often asked: “Do you really want to position yourself as a proudly Philippine-made product?” It didn’t take long for Ong and her team to respond with a resounding “Yes.”
Since inception, the company has always believed in celebrating the artisanal work of local farmers.
“We want to highlight a Philippine-made artisanal holistic brand that combines both traditional and sustainable techniques of our farmers. We also wanted to be consistent with our founder’s dream of making a mark on the global beauty market for our unique Philippine-made ingredients,” she says.
Artisans are the stars
As testament to the game-changing mindset of the company, Pili Ani is committed to shedding light on the remarkable work and dedication of the farmers. In fact, they insist on calling them artisans. “Inclusive is such a big work. For us at the company, it’s not just about race, ethnicity, gender. It’s also about making sure that we take care of our farmers—the heart and soul that drives our work.”
In an era where the words ethical and sustainable are so loosely thrown, the team at Pili Ani is keen on walking the talk. Not only is the company dedicated to promoting the work of the farmers and communities they work with, they are also conscious that they are included in all their plans and growth.With more brands migrating to digital platforms, Ong thought of seeking other venues where she could connect with her market.
An online announcement from HSN’s The Big Find caught Ong’s attention and sparked a new idea.
“The Big Find is the best thing to happen to us this whole pandemic. It is likened to Shark Tank but instead of pitching to investors or mentors, you are talking directly to consumers of Home Shopping Network and QVC. I didn’t think twice about submitting,” she says.Pili Ani’s debut on the Home Shopping Network USA (HSN) is slated to happen this February. Apart from it being an opportunity to generate more sales, it also marks a new milestone toward creating a global presence. Through live telecasts on HSN where customers can call for questions, the Pili Ani team hopes to get up close and personal with their consumer.
Success on HSN will mean more opportunities for the farmers and artisans working behind Pili Ani products. It will also mean representation for the Philippines on the global stage. — CONTRIBUTED
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