The “mom and their baby” market has vastly boomed for the last couple of years and is continually growing. Nivea has launched their own range of baby lotions, Splash has introduced their Baby Spa VCO liquid that turns into powder, and Baby diapers isn’t just Pampers anymore. Not to mention the growing range of toddler milk. Oh, there are even other products that promote getting baby soft skin – but that’s beside the point.

Where am I going with this?

Was invited to emcee a press conference to introduce Lea Salonga, world-renowned theater/movie actress and singer,  as the new brand ambassador for Cycles, the Hypoallergenic Laundry Detergent for Babies. The event was held at Tropezz (Greenbelt 3), from 10am-2pm on June 27, 2008.

Each guest was given a press kit (in USB form), giftpacks with assorted products from Naturale, and five winners got to bring home kiddie stuff such as motorized mini-cars, playpens and see-saws.

FAQ: What makes Cycles a show-stopper?
One – it has a targeted and willing market – moms.

Two – scent and packaging is pushed as being delicate, soft and baby-ish

Three – It looks imported – but the concept is Filipino and currently being exported to SEA countries.

Four – It’s hypoallergenic and machine usable. Moms who use Cycles minimize or have zero soap residue left in the clothes they wash with the detergent. No residue means its good for a baby’s sensitive skin. Anyway, have you ever tried using Perla in a washing machine? Cycles taps the side of the mom market that the leading detergents in Asia don’t even bother looking at.

Five – Branded and designed as premium (compared to other leading detergents’ prices). Moms don’t scrimp on their babies. But it’s sure value-friendly compared to the expensive U.S based baby friendly detergents.

(From Left to Right) Ligaya Salonga, Lea Salonga, Emily Balajadia, and Dennis Balajadia

Team Naturale Labs, Inc. and Eveolution, Inc., makers of Cycles

Cycles Hypoallergenic Laundry Detergent for Babies is available in 250ml and 1.5L (Liquid form) and 100g and 1kg (Powder Form)

Evolution, Inc.

376-2283

www.cyclesbaby.com

customercare@cyclesbaby.com

P.S. One crucial aspect of making your guests happy is by serving them good food and I was skeptical with what Tropezz would serve – seeing limited public responses about this establishment. But, they had great service, attentive floor managers, and tasty food. Though I wouldn’t want to serve all courses in one plate, for practical and time reasons, it was a good call.