{"id":97,"date":"2009-08-04T15:58:24","date_gmt":"2009-08-04T15:58:24","guid":{"rendered":"http:\/\/zestmag.com\/online\/?p=97"},"modified":"2012-09-04T16:11:20","modified_gmt":"2012-09-04T16:11:20","slug":"vmv-hypoallergenics-more-than-skin-deep","status":"publish","type":"post","link":"http:\/\/zestmag.com\/online\/vmv-hypoallergenics-more-than-skin-deep\/","title":{"rendered":"VMV Hypoallergenics: More than Skin-Deep"},"content":{"rendered":"

When the dermatologist mother of Laura Verallo De Bertotto returned to the Philippines after undergoing extensive training abroad sometime in 1979, the first thing she noticed \u2013 while attending to patients who suffered from skin exposures to substances that stimulate an allergic reaction (scientifically called allergens) \u2013 was the lack of products that deal with skin care.<\/strong><\/p>\n

\"\"<\/a><\/p>\n

Thus, even if there was a \u201cdearth of support \u2013 funding, in particular \u2212 for local researchers conducting their studies on skin care, De Bertotto\u2019s mother decided to research and formulate products that are hypoallergenic (products formulated to contain the fewest possible allergens) and non-comedogenic (products that do not cause skin breakouts).<\/p>\n

\"\"<\/a>De Bertotto\u2019s stepfather, a \u201csuccessful serial entrepreneur,\u201d saw the business potential of his wife\u2019s research-based, ethically-tested formula for beauty and skin care. And \u201cputting his mind with hers, VMV Hypoallergenics (VMVH) was born,\u201d De Bertotto, the company\u2019s CEO, says in an earlier Enterprise Magazine<\/em> interview.<\/p>\n

What makes VMHV different?<\/p>\n

\u201cThere is a bit of misunderstanding with this practice since skin, fundamentally, is just skin. Male skin, female skin, darker-skinned or lighter-skinned people \u2013 their skins are pretty much the same,\u201d De Bertotto says, adding that this fact is not dealt with by \u201cmost, if not all, beauty and skin care brands in the market today, which are specialized since they are formulated and packaged to suit specific beauty and skin care needs of men, women, and even children.\u201d<\/p>\n

VMVH has no specific product line for each gender, with VMVH products including advanced treatment cosmeceuticals (cosmetic products with pharmaceutical treatments), super-skin care, sun and light protection, body and bath, color, and makeup.<\/p>\n

The products are currently available locally in around 80 counters, becoming one of the few established domestic brands in the industry competing head-on with international cosmetics and skin care giants such as Shiseido, Elizabeth Arden, Maybelline, Max Factor and L\u2019Oreal.<\/p>\n

VMVH products are also distributed in Malaysia and Thailand.<\/p>\n

A source of pride for the company is its recognition as the first company to define \u201chypoallergenicity\u201d \u2013 a rating system similar to the Sun Protection Factor (SPF) scheme that measures how long a person can stay exposed to the sun\u2019s rays. The system proves and rates how a hypoallergenic product can work like the SPF.<\/p>\n

Though Filipino (and that\u2019s even if VMVH imports its raw materials from Europe and the US), VMHV is, well, expensive.<\/p>\n

\u201cPersonally, I don\u2019t believe in price worth since someone will always be cheaper than you. What matters is the equity of your brand: that people believe in us because we compete based on how good we are, that we deliver our promises, and that we deliver something different,\u201d De Bertotto says. \u201cWe\u2019re not trying to be the Coca-Cola of skin care. VMVH will remain a niche. It is part of our core value as we try to stay true to what the brand is. What we do is compete on quality. Nothing about VMVH is cheap and we take pride in that.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

When the dermatologist mother of Laura Verallo De Bertotto returned to the Philippines, the first thing she noticed was the lack of products that deal with skin care. And so VMV Hypoallergenics was born.<\/p>\n","protected":false},"author":6,"featured_media":99,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,14,16,12],"tags":[67,65,66,64],"class_list":["post-97","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty-and-fashion","category-industry-profiles","category-product-showcase","category-spa-trade","tag-laura-verallo-de-bertotto","tag-skin-care","tag-skin-products","tag-vmv-hypoallergenics"],"_links":{"self":[{"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/posts\/97","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/comments?post=97"}],"version-history":[{"count":3,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/posts\/97\/revisions"}],"predecessor-version":[{"id":103,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/posts\/97\/revisions\/103"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/media\/99"}],"wp:attachment":[{"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/media?parent=97"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/categories?post=97"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/tags?post=97"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}