Dear Face CEO Jonah Sison-Ramos Joins This Year’s Growth Con PH to Inspire Business Adaptability
In the recent Growth Con PH of The Business Manual, Dear Face CEO Jonah Sison-Ramos joins the roundtable discussion on product perfection—claiming adaptability as a key component to a successful business.
Businesses have the capacity to create value and generate economic growth. As one business grows, so does the country. To encourage growth with the rapidly changing business landscape, The Business Manual held its first-ever Growth Con PH last June 29 at Ascott, BGC.
An interactive roundtable discussion and networking event geared towards business professionals and entrepreneurs, this event served as a perfect avenue for Dear Face CEO Jonah Sison-Ramos to discuss one of the many effective ways a business can flourish: influencer marketing.
Jonah Sison-Ramos: A Woman of Many Hats
Although Sison-Ramos has tried on many different roles—from being a nurse to working on a cruise ship—it was the business of self-care that pushed her to develop products that are primarily beneficial to the health and wellness of the people. Thus, to equip herself with the best business practices and experiences, she and many known and reputable industry professionals discussed perfecting products in Growth Con PH’s roundtable discussion.
Asked by The Business Manual’s host and Editor-in-Chief RJ Ledesma about when she began with the skincare business, the entrepreneur shared, “I’m a registered nurse here in the Philippines, but I’m really passionate about skincare, supplements, and everything about beauty. So actually [my] interest [began] way back [in] 2013, if you can remember my first brand, SkinPotions.”
SkinPotions is Sison-Ramos’ brand that offers multi-functional cosmetics and has gained impressive traction with over 1,500 local and international distributors. And while the brand was created out of Sison-Ramos’ search for a cure for her skin problems together with her sister, Aileen Sison-Pacheco, later on, they developed and created more brands that could cater to everyone who needs it.
“So we have three brands now: SkinPotions, Dear Face, and Beauty Drunk. All are for health and wellness products,” Sison-Ramos explained.
A Skincare Boost from the Pandemic
As Ledesma circled the roundtable companies’ hows and whys, he shared that businesses had their starting point. For Sison-Ramos, it was the pandemic. “When we created Dear Face, it was [the] pandemic then, and there were lots of businesses that were born in the pandemic. That was when we experienced so many things like getting sick multiple times and being hospitalized. We [also] lacked exercise.”
Building on the success of SkinPotions and as a healthcare professional, she thought of providing wellness products—such as Dear Face’s skincare collagen supplement, which is formulated with fruits and coffee and sourced from Japan. In fact, this collagen drink comes in five flavors: Premium Japanese Mango, Premium Japanese Strawberry, Premium Swiss Stemcell Lychee, Premium Japanese Banana, and Premium Japanese Melon.
“After the pandemic, people changed. The market and consumer behavior changed as well, and Dear Face was born because we wanted to give everyone a fun multivitamin boost in a fun way,” Sison-Ramos explained.
With the recent launch of Beauty Drunk—bottled multivitamins with power ingredients like Probiotics, Vitamin C, and Fernblock—Sison-Ramos is out to widen her business horizon. How? By finding the right products for her target audience.
Practicing Influencer Marketing
For The Business Manual’s Editor-in-Chief, there’s a way to practice marketing that can connect entrepreneurs to their consumers. He then asked Sison-Ramos how influencer marketing could help grow the business.
“We can start with developing the right and best product,” the multi-skincare brand owner explained. “If you’re going to [do] influencer marketing, they [influencers] can market it organically, because sometimes, when we give guidelines to influencers, it’s just guidelines. We want them to showcase their experience with our product.”
“With influencer marketing, it’s very important to adapt. They have their followings and fans, [but] creating awareness through these influencers will gain more traction [for] your brand.”
Influencer marketing involves collaborating with a celebrity, public figure, or content creator to market products. With an endorsement from a known person and increased brand exposure, businesses become more open and reachable.
Sison-Ramos added that direct client feedback is important, which is why the TikTok app has become one of her many marketing tools to establish a relationship with her consumers. “That’s why in Dear Face, we always develop products according to what the market needs and what the market wants. We always listen to our customers. They are always included in our product development.”
Because of Sison-Ramos’ dedication, she became the top two creators for the whole month of June—based on the average sales of TikTok Shop Philippines. “We’re doing lives for, like, 10 to 12 hours straight, and for Dear Face, we gained around 17 million [sales] in one day. It’s very important to know what’s the problem and what the people want [through Tiktok Live]. It’s a very great opportunity.”
But with products selling so fast, it is important to note that the development of these supplements takes time. “We take time because it’s a lot of ingredients, and we need to have safety data and safety precautions,” Sison-Ramos explained to the audience.
This is why research is essential for brand owners and creators, and conferences such as this event invite them to meet people from different backgrounds. In turn, aspiring business owners and entrepreneurs can learn more about the latest trends and discoveries, which they could use to improve their businesses and make their mark around the world.