Finding beauty in adversity

Published March 5, 2021, 1:30 PM

by Denice Sy Munez

Where are all these makeup hauls coming from? This local beauty giant has the answer.

No one saw this coming—the sudden foot traffic in the malls and drugstores across the country has caught the attention of many, even going viral. Who would have thought that the reason for this is because of the public’s demand for makeup?

Photo from Jessica Lansang (Facebook)

Over the past three decades, Ever Bilena Cosmetics, Inc. (EBCI) has celebrated its anniversary with different campaigns. These included a grand gala with our trade partners and a video montage of our various stakeholders. In 2020, we hosted a yacht cruise with our endorsers from different brands under the EBCI umbrella.

In light of the pandemic, we wanted to find a way to reach out to our customers, engage with them, and get them excited again amid this generally sad time. With Ever Bilena going on our 38th year this month, we figured, what better way to celebrate this milestone than releasing the biggest sale our company has ever offered in our lifetime—P38 on all our bestsellers all month long! At the same time, this 38-peso promotion clearly instills the legacy of Ever Bilena in people’s minds, that the brand has been in existence for 38 years.

at Robinsons Cotobato department store

It was a crazy first week of March since we launched this campaign. As soon as the clock ticked 12 midnight on March 1, we received thousands of orders, reaching over 100,000 transactions on day 1 of our anniversary month on Shopee alone. 

We didn’t anticipate the impact of our birthday sale to trickle into the stores so tremendously, as we saw extremely long lines of people waiting for their turn to shop their favorite Ever Bilena and Careline Cosmetics—also a makeup brand in the EBCI belt—even before the physical stores opened.

Photos of our customers’ Ever Bilena and Careline hauls continuously flood our social media pages and Facebook communities. Images of basically empty fixtures are also making their rounds online, showing just how well loved our 38th anniversary sale is by everyone. This sale definitely hit our bottom line hard financially, but all the happy and fulfilled faces of our loyal Ever Bilena customers make this effort worth it. The whole EBCI family is honored and humbled by the market’s immensely positive reception, especially during this kind of economic environment. Rest assured, we will do our best to replenish stocks in stores, even just one last time, before the promo ends.

This is Ever Bilena’s ode to beauty on our 38th anniversary!

*About the author: Denice Sy Munez is the chief sales and marketing officer at Ever Bilena Cosmetics, Inc. She is a proud wife and mom of one, and enjoys writing as a pastime.