The Chamber of Cosmetics Industry of the Philippines (CCIP) convened its 2nd General Membership Meeting (GMM) on June 4, 2025, at the World Trade Center, drawing beauty industry leaders and advertising luminaries for a dynamic "Advertising Minds: An Advertising Forum." The event, moderated by Denice Sy, Chief Sales & Marketing Officer of Ever Bilena Cosmetics, Inc., transcended a typical industry gathering, fostering a crucial exchange on the evolving landscape of effective advertising.

Betsy Baking's presentation covers the different perspectives of beauty across generations.

Tats Cruz discusses advertising strategies in the age of short form and new audiences.

The panel is moderated by Denice Sy of Ever Bilena Cosmetics, Inc.

Robbie Aligada talks about the importance of being truthful and businesses' role in ethical advertising.

Nicole Morales brings in a new perspective to beauty advertising, the role of community in building brands.

CCIP 2nd GMM attendees enjoy a Q&A panel moderated by Denice Sy featuring advertising experts Betsy Baking, Robbie Aligada, Tats Cruz, Nicole Morales and Third Domingo

The forum featured an esteemed panel of experts, including Tats Cruz (Chief Creative Agencies Officer, Publicis Groupe Philippines), Robbie Aligada (Executive Director, Ad Standards Council - ASC), Betsy Baking (Managing Partner, Over the Moon Communications), Third Domingo (Chief Creative Officer & Chairman, Hakuhodo Asia Pacific / IdeasXMachina), and Nicole Morales (President & Founder, The Beauty Edit). Together, they delved into how modern advertising functions not merely as a business tool but as a powerful cultural force.

Purpose, people, and authentic storytelling

A recurring theme was the imperative of understanding consumers and a brand's core purpose. Tats Cruz emphasized that compelling campaigns resonate when they speak to consumers in a relatable language, positioning products as genuine solutions. She highlighted the growing demand for clarity and authenticity, particularly from younger generations. Third Domingo echoed this, asserting that creativity stems from a mindset rooted in a clear founder's purpose.

Nicole Morales, whose journey from beauty editor to founder of The Beauty Edit offers a unique perspective, underscored the power of storytelling. "Successful brands today identify a gap and tell a story around it. It’s not just about product benefits—it’s about positioning yourself with purpose," she stated. Morales also pointed to the agility and authenticity of indie brands, noting the exciting potential for "F-beauty" (Filipino beauty) in categories like upscale Filipino haircare and locally crafted perfumes.

Big ideas beyond big budgets

Addressing concerns about limited marketing budgets, Betsy Baking offered an encouraging perspective. She asserted that a "champion product, a champion promise, and a champion idea" can enable a campaign to succeed regardless of cost. Baking highlighted that today's consumers, particularly on platforms like TikTok, often prioritize authenticity over high production value, with "co-created, real content" driving conversions.

Compliance, truth, and 'return on heart'

Robbie Aligada of the Ad Standards Council clarified that while not all cosmetics advertising requires pre-screening, honesty remains paramount. He stressed that compliance is a principle, not a burden, and that "advertising should always be honest, fair, and accurate." In a memorable moment, Aligada introduced a new metric for marketers: "ROH – Return on Heart," suggesting that conversion extends beyond sales to encompass belief, trust, and brand goodwill.

Navigating the quest for virality

The panel also critically examined the pursuit of virality. Third Domingo cautioned that "viral content is the best way to kill a bad product," advising brands to prioritize relevance over widespread reach and ensure their message and product are fully prepared before seeking mass attention. Both Tats Cruz and Betsy Baking reinforced that intentional, clear, and culturally grounded strategies often yield more sustainable brand traction than fleeting viral stunts.

Advertising: The cost of existence

When asked about the hesitation to invest in advertising, the panelists were unanimous: advertising is a fundamental necessity. "Advertising is not just a cost of promotion," Domingo stated, "It’s the cost of existing. Having a brand name, a logo, a story—that’s all advertising. The question isn’t if you should advertise, but how well you’re doing it.” The experts encouraged businesses to leverage in-house capabilities and collaborate with agencies to elevate their creative output.

In her closing remarks, Denice Sy encapsulated the forum's core message: "It’s not just about visibility. It’s about value. Not just pushing product, but positioning a brand with purpose.”

The CCIP's 2nd GMM provided attendees with invaluable practical knowledge and renewed inspiration. As the beauty industry navigates an increasingly dynamic landscape, forums like "Advertising Minds" are poised to serve as a vital compass for its future growth and evolution.