MANILA - Beauty and skin-care products manufacturer Splash Corp. will be venturing into direct selling within the year as it seeks to gain a share in the P18.2-billion direct-selling market for personal care and wellness products.

Rolando Hortaleza, Splash chairman and chief executive officer, said the new business strategy will enable the company to generate more value for the shareholders of the listed firm.

The company, he said, is now laying down the foundation for the firm’s eventual sojourn into the direct-selling market through the creation of a new business unit that will be in charge of it. This is part of the P200-million initiative Splash has programmed to strengthen its position.

“The company’s investments—in manpower and other resources—are seen to [affect] Splash’s overall yearend financial position. Over the medium- and long-term, Splash is [seen] to be more competitive with a larger consumer base that can be used as a jump-off point to introduce more innovative products and, ultimately, be seen in the company’s financial strength,” Hortaleza added.

In 2008, Splash recorded revenues of P3.165 billion. Aside from the domestic market, Splash is also selling in key economies in Asia, the Middle East and North America.

Among its brands are Biolink, Extract, Extraderm, Hiyas, Kolours, Makipeel, SkinWhite, Theraherb, Tricks and Vitress. Its most recent brand is the SkinWhite 3-in-1 Powerwhitening Face Cream Powder. The SkinWhite lotion has captured a 44% share in the market, and the SkinWhite soap with 48%.