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by Ronald Jabal
He has the passion for public service; a clear vision for the country; and concrete actionable plans for the Philippines to move forward.
Armed with enviable credentials, he could be the next big thing in the country.
He is Secretary Gilberto “Gilbert” Teodoro of the Department of National Defense – the youngest to hold this position at the age of 43.
Gilbert in Public.
Before assuming his current role (which includes chairing the National Disaster Coordinating Council (NDCC) – a government unit on top of every disaster activity), he was a three-term Congressman representing the First District of Tarlac.
He was the Assistant Majority Floor Leader during the 11th Congress and sometime during his three terms in the House of Representatives, he almost became the Speaker of the House – thanks to his immense intelligence and very good working relationship with his colleagues.
A La Sallian with a degree in Commerce Major in Financial Institutions. An Isko with a Law degree in the University of the Philippines. A Bar Topnotcher. A Harvard Law School graduate with a degree in Master of Laws.
A licensed commercial pilot and Colonel in the Philippine Air Force Reserve – a hardcore avionics expert and enthusiast.
He is married to Representative Monica Prieto-Teodoro and has a son – Jaime Gilberto.
These credentials can easily win him more than five stars. But are these the only things Gilbert are made of?
Obviously not.
There is more to him than titles and accolades. At the end of the day, Secretary Teodoro is still a father, a husband, a son, and a member of the community not just in Tarlac but also of the Dasmarinas Village.
There is a real MAN behind the Secretary.
Gibo in Private
“There really a big big difference between me being the Secretary and Gilbert as a private man” quips Gilbert in an interview.
Wearing a navy blue coat covering a leaner figure (claiming he lost weight), he easily lightened up whenever he was asked questions he would not expect.
Calm and almost breezy, his responses revealed his humanity – showing that after all, without the almost rigid tradition and work ethics in the institution he represents, Secretary Teodoro remains to be Gilbert or Gibo.
“The office demands a mode of behavior that reflects the seriousness of managing an organization that is composed of about 200,000 people. But inside me, I am a simple guy who loves several simple things,” Gilbert enthuses.
“I can go to the simplest surrounding and enjoy the simple luxury. I try to enjoy life as best as I can. But the best time is always the time I spend with my family – my wife and my son,” he added.
Little does the public know, Gibo is a good cook. At home, he is the cook – the Home Chef. Whatever his wife and son demand, he would cook.
And he cooks a mean Pakbet – the Northern Tarlac version - which, according to him, is best eaten by hands. He can also cook “bagnet” but he cooks it differently – ala “Chicharon Camiling”. “My bagnet is much tastier as it is more like lechon kawali”, he brags.
While the family also eats out once in a while, it is the bonding time through meals at home that he considers the best.
“Eating at home and enjoying the meal together – which I cooked and prepared” are blissful events for me” Gilbert says.
He, however, admits family bonding sessions have been far and between given his almost 24/7 work as the Defense Chief and chairman of NDCC.
Scheduled trips and vacations are very rare. Hence, when there is some spare time, he makes it a point to go out of Manila for a much deserved rest and recreation.
“Inevitably I still do work during vacation. When my telephone rings I have to take it. I am however extremely fortunate and blessed because I have a very understanding and supportive family. One cannot ask for a better one. While my family does not complain, I know they miss me. I feel it,” Gilbert pensively discloses.
Gibo and the Movie/TV in his mind.
The pressures of his work and the gargantuan tasks of managing more than 200,000, have taken a toll even on his leisurely activities. While people are already taking about the latest Harry Potter, Transformer and GI Joe, Gilbert still talks about Valkyrie, starring Tom Cruise.
He likes TV sitcom, “Married with Children” and looks forward to any British comedy. And since he arrives home late and quite tired already, he does not have any favorite local TV program.
As regards music, Gilbert has an eclectic choice for his favorite tunes - revealing his influences. He favors “Brazilectro” but admits to liking music that ranges from 70’s to 80s. He likes disco, swing tunes and chill out music.
“I am however drawn to Itchyworms. They are like a new age Kalapana. On top of this, I like them because two of them graduated from Xavier where I went in High School,” Gilbert beams.
Gibo in the Dasma Community
While his “primary community” is Tarlac which he represented in Congress, Gilbert professes admiration and awe to his community in Dasmarinas Village. In fact, he hails Dasmarinas Village as model village that can and should be replicated all over the country.
“Dasma is an ideal community – this is what you want other communities to be like. The privilege of living in Dasma gives me a clear view of how communities elsewhere should be developed. Dasma has the best urban planning, governance, safety and security and facilities,” he stresses.
“Dasma successfully practices cooperative governance,” Gilbert adds.
He argues that quasi-autonomous communities like Dasmarinas Village eases the pressures on the resources of local governments (LGUs). And when this happens, LGUs can concentrate on better providing services to other community members.
“The privilege of living in Dasma has given me a clear goal to work for and that is to help build self-sustaining communities so that national and local governments can allocate resources to basic goods and services to those who need them most,” Gilbert says.
He however confesses that he has not been an active community member given the nature of his work. He even laments that he does not have quality time with his friends in the village. But he is very thankful to village members for understanding him.
“I thank the Dasma community because it is a great community. I have very good and understanding neighbors,” he says.
Friday, August 28, 2009
Saturday, August 8, 2009
Generation O: a more skin-involved Filipina – thanks to Olay
by Ronald Jabal
Gone are the times when Filipinas look to beauty products as luxuries- looking at facial creams and moisturizers as vanity run amuck. The modern Pinay no longer sees skin whitening and anti-ageing solutions as the playground of the elite. Now more than ever, the Cosmo Pinay looks at beauty products as a basic necessity – a staple in daily living inside and outside homes.
What we have now are the Generation O Filipinas – women who turn to Olay products to pamper themselves by availing of the best skin care products aimed at enhancing and improving their natural beauty.
It is not difficult to believe, therefore, that thousands of women lined up in the recent launch of Procter & Gamble’s newest addition to the boutiques of Olay products – the Olay Regenerist.
The Olay Regenerist regimen consists of five products Regenerating Serum; Regenerating Cream, with SPF 15; Night Firming Cream; Eye Lifting Serum, and Regenerist Cleanser.
And since the launch women continue to make a beehive to these products thanks to the very successful highly targeted campaigns of P&G.
Paulo Tirol, Assistant brand Manager of P&G said they programmed and implemented a highly targeted campaign for Olay Regenerist to differentiate this new anti-ageing product from another boutique called Total Effects which was launched two years ago.
While Total Effects combated multiple signs of skin ageing in just one bottle which appeal to women “on the go”, Olay Regenerist is a laser less option that reduces lines and wrinkles at a fraction of a cost of laser treatments thereby appealing to a different Pinay consumer.
“Total Effects are most appealing to women who wish to prevent seven (7) signs of skin ageing by just using one product as this is not only economical but friendly to busy women as well” Tirol said.
“On the other hand, Olay Regenerist are for women who are more skin involved; who really like to pamper skin; who know about lasers; who know about standards; who look for products that will make her more beautiful without hurting the purse too much,” he added.
The science behind Olay Regenerist
Olay Regenerist represents a revolution in anti-aging as it utilizes the science behind laser treatments to give women dramatically younger-looking skin.
Laser anti-aging treatments actually make use of the skin’s wound-healing ability to reduce lines and wrinkles.
They deliberately create micro-wounds in the skin cells, triggering the production of amino-peptides, which instruct the skin to produce proteins like collagen and elastin that result in firmer, smoother skin.
Olay Regenerist contains an exclusive Amino-Peptide Complex that includes pal-KTTKS, an amino-peptide potent enough to stimulate the production of structural proteins and trigger a boost in collagen levels all by itself, thereby mimicking the effects of laser therapy.
Together with Carnosine, a powerful amino-peptide antioxidant, and a potent combination of proven anti-aging ingredients such as Niacinamide (Vitamin B3), Allantoin, Pro-Vitamin B5, Vitamin E and Green Tea Extract, Olay Regenerist can be a woman’s laser-less anti-aging solution.
“For women who aren’t quite ready for clinical treatments, Olay Regenerist can be an option because it harnesses the same science of cell regeneration behind laser treatments to reduce lines and wrinkles.
Imagine if you could have the power of laser at your fingertips,” says Tirol, adding “With Olay Regenerist, you get the similar benefits for a fraction of the price of laser treatment. It’s also non-greasy; it absorbs very easily; the scent is very gentle and subtle so it’s something that woman will really love”.
Demand for anti-ageing
Despite Pinay’s apparent obsession with skin whitening, there remains huge unmet need for anti-ageing products such as Olay Regenerist.
Anna Legarda, P&G Brand PR Manager discloses that P&G research shows that there was good number of Pinays demanding for anti-ageing products. However, prior to the launch of P&G’s anti-ageing products, there was a dearth of this type of products in the local market.
Hence, in the absence of very good anti-ageing products, a number of consumers resort to using other beauty products even skin whitening solutions to solve signs of skin ageing.
“So when we entered the market, our strategy was to grow the anti ageing category and to create educational awareness programs relevant to the need of the market,” Legarda said.
Growing the anti-ageing consumer base
To grow and further expand Olay Regenerist’s market, P&G rolled out a highly strategic campaign programming. Responsive and sensitive to the needs of Filipinas, the campaign zeroed in on the benefits and value of using Olay Regenerist.
“Our products are designed around women’s needs – that’s how we innovate our products. And because we have intimate knowledge of what women wants and needs, we are able to develop products such as Olay Regenerist that truly responds to needs of our consumers” Tirol said.
“We don’t use age ranges or economic status as primary drivers of our campaigns. We promote end-results and outcomes of continued patronage of our products to show that Olay Regenerist really works to reduce lines and wrinkles,” Legarda added.
In rolling out its campaigns, P&G focuses on the creative peg that Olay Regenerist is the “laserless option” to reduce lines and wrinkles.
“We had to give a lot of emphasis on advanced technology and the science behind Olay Regenerist because we know our consumers are very intelligent. They are widely read on beauty technologies and cannot easily be fooled by mere gimmickry. What we did was just to deliver the right message to the right audiences", Tirol stressed.
Multi-platform, multi-channel strategy
P&G used a variety of channels in their media mix to achieve their goal of increased awareness and consumption. It was indeed a multi-media campaign spectacle.
To create big bang, TV advertisements, using its brand Ambassador Tweety De Leon, were utilized. Placements in newspapers and magazines provided major consumer pulls. Even web technologies were utilized to generate leads and inculcate Olay Regenerist brand consciousness. “We needed to use several channels and points of contact as we cater to highly evolved skin connoisseurs. These are women who read a lot on skin care; who read magazines, websites, newspaper, watch particular TV shows and cable programs,” Tirol said.
However, what made Olay Regenerist a huge success was its adoption of interpersonal medium to push products to consumers. Store activities remained the biggest activity. P&G gave Olay Regenerist more premium store location and spruced up the location to have the look and feel of prestige.
The legions of beauty consultants and the throngs of beauty ambassadors coming from major fashion and sports circles, business community, political arena and other top-level society influencers clearly also spelled the difference for the brand.
“The buzz generated from endorsements from key opinion-makers on top of our carefully selected media placements made Olay Regenerist a byword in anti-ageing treatments in the country,” Legarda said. “Our highly trained beauty consultants who intelligently and sensitively respond to our consumers provided the tipping point,” Tirol stressed.
“And when our beauty consultants talk to them, they will not talk about Olay Regenerist fighting seven (7) signs or multiple signs of skin ageing. They will always talk about advance technology; benchmarking the product with advance technology such as lasers. On top of this, they will talk about dramatic results without dramatic measures,” Tirol added.
Legarda beamed, “this is what we call holistic marketing – targeting audiences with the right audiences and meeting the needs of our consumers. We intimately know who they are and we simply cater to their needs through strategic campaigns that we know will produce effective results, hence it is not very difficult to believe Olay has been the number 1in the market since its re-launch”.
Generation Olay through the years
And the current crisis has not produced major impact on the brand. While there is a felt slow down in the skin care industry, P&G believes its Pinay consumers remained loyal and has continued to patronize Olay Regenerist and other Olay products - after all they say Olay is a brand for all generations
“It has always been our mission to offer superior product and value to our consumers. Olay products may not be the cheapest but our brand has been sustained by Filipina consumers because it has always delivered its promise. From women of yesteryears up to now, Filipinas have trusted Olay products,” Tirol said.
Indeed, the Filipina of today proudly belongs to Generation Olay
Gone are the times when Filipinas look to beauty products as luxuries- looking at facial creams and moisturizers as vanity run amuck. The modern Pinay no longer sees skin whitening and anti-ageing solutions as the playground of the elite. Now more than ever, the Cosmo Pinay looks at beauty products as a basic necessity – a staple in daily living inside and outside homes.
What we have now are the Generation O Filipinas – women who turn to Olay products to pamper themselves by availing of the best skin care products aimed at enhancing and improving their natural beauty.
It is not difficult to believe, therefore, that thousands of women lined up in the recent launch of Procter & Gamble’s newest addition to the boutiques of Olay products – the Olay Regenerist.
The Olay Regenerist regimen consists of five products Regenerating Serum; Regenerating Cream, with SPF 15; Night Firming Cream; Eye Lifting Serum, and Regenerist Cleanser.
And since the launch women continue to make a beehive to these products thanks to the very successful highly targeted campaigns of P&G.
Paulo Tirol, Assistant brand Manager of P&G said they programmed and implemented a highly targeted campaign for Olay Regenerist to differentiate this new anti-ageing product from another boutique called Total Effects which was launched two years ago.
While Total Effects combated multiple signs of skin ageing in just one bottle which appeal to women “on the go”, Olay Regenerist is a laser less option that reduces lines and wrinkles at a fraction of a cost of laser treatments thereby appealing to a different Pinay consumer.
“Total Effects are most appealing to women who wish to prevent seven (7) signs of skin ageing by just using one product as this is not only economical but friendly to busy women as well” Tirol said.
“On the other hand, Olay Regenerist are for women who are more skin involved; who really like to pamper skin; who know about lasers; who know about standards; who look for products that will make her more beautiful without hurting the purse too much,” he added.
The science behind Olay Regenerist
Olay Regenerist represents a revolution in anti-aging as it utilizes the science behind laser treatments to give women dramatically younger-looking skin.
Laser anti-aging treatments actually make use of the skin’s wound-healing ability to reduce lines and wrinkles.
They deliberately create micro-wounds in the skin cells, triggering the production of amino-peptides, which instruct the skin to produce proteins like collagen and elastin that result in firmer, smoother skin.
Olay Regenerist contains an exclusive Amino-Peptide Complex that includes pal-KTTKS, an amino-peptide potent enough to stimulate the production of structural proteins and trigger a boost in collagen levels all by itself, thereby mimicking the effects of laser therapy.
Together with Carnosine, a powerful amino-peptide antioxidant, and a potent combination of proven anti-aging ingredients such as Niacinamide (Vitamin B3), Allantoin, Pro-Vitamin B5, Vitamin E and Green Tea Extract, Olay Regenerist can be a woman’s laser-less anti-aging solution.
“For women who aren’t quite ready for clinical treatments, Olay Regenerist can be an option because it harnesses the same science of cell regeneration behind laser treatments to reduce lines and wrinkles.
Imagine if you could have the power of laser at your fingertips,” says Tirol, adding “With Olay Regenerist, you get the similar benefits for a fraction of the price of laser treatment. It’s also non-greasy; it absorbs very easily; the scent is very gentle and subtle so it’s something that woman will really love”.
Demand for anti-ageing
Despite Pinay’s apparent obsession with skin whitening, there remains huge unmet need for anti-ageing products such as Olay Regenerist.
Anna Legarda, P&G Brand PR Manager discloses that P&G research shows that there was good number of Pinays demanding for anti-ageing products. However, prior to the launch of P&G’s anti-ageing products, there was a dearth of this type of products in the local market.
Hence, in the absence of very good anti-ageing products, a number of consumers resort to using other beauty products even skin whitening solutions to solve signs of skin ageing.
“So when we entered the market, our strategy was to grow the anti ageing category and to create educational awareness programs relevant to the need of the market,” Legarda said.
Growing the anti-ageing consumer base
To grow and further expand Olay Regenerist’s market, P&G rolled out a highly strategic campaign programming. Responsive and sensitive to the needs of Filipinas, the campaign zeroed in on the benefits and value of using Olay Regenerist.
“Our products are designed around women’s needs – that’s how we innovate our products. And because we have intimate knowledge of what women wants and needs, we are able to develop products such as Olay Regenerist that truly responds to needs of our consumers” Tirol said.
“We don’t use age ranges or economic status as primary drivers of our campaigns. We promote end-results and outcomes of continued patronage of our products to show that Olay Regenerist really works to reduce lines and wrinkles,” Legarda added.
In rolling out its campaigns, P&G focuses on the creative peg that Olay Regenerist is the “laserless option” to reduce lines and wrinkles.
“We had to give a lot of emphasis on advanced technology and the science behind Olay Regenerist because we know our consumers are very intelligent. They are widely read on beauty technologies and cannot easily be fooled by mere gimmickry. What we did was just to deliver the right message to the right audiences", Tirol stressed.
Multi-platform, multi-channel strategy
P&G used a variety of channels in their media mix to achieve their goal of increased awareness and consumption. It was indeed a multi-media campaign spectacle.
To create big bang, TV advertisements, using its brand Ambassador Tweety De Leon, were utilized. Placements in newspapers and magazines provided major consumer pulls. Even web technologies were utilized to generate leads and inculcate Olay Regenerist brand consciousness. “We needed to use several channels and points of contact as we cater to highly evolved skin connoisseurs. These are women who read a lot on skin care; who read magazines, websites, newspaper, watch particular TV shows and cable programs,” Tirol said.
However, what made Olay Regenerist a huge success was its adoption of interpersonal medium to push products to consumers. Store activities remained the biggest activity. P&G gave Olay Regenerist more premium store location and spruced up the location to have the look and feel of prestige.
The legions of beauty consultants and the throngs of beauty ambassadors coming from major fashion and sports circles, business community, political arena and other top-level society influencers clearly also spelled the difference for the brand.
“The buzz generated from endorsements from key opinion-makers on top of our carefully selected media placements made Olay Regenerist a byword in anti-ageing treatments in the country,” Legarda said. “Our highly trained beauty consultants who intelligently and sensitively respond to our consumers provided the tipping point,” Tirol stressed.
“And when our beauty consultants talk to them, they will not talk about Olay Regenerist fighting seven (7) signs or multiple signs of skin ageing. They will always talk about advance technology; benchmarking the product with advance technology such as lasers. On top of this, they will talk about dramatic results without dramatic measures,” Tirol added.
Legarda beamed, “this is what we call holistic marketing – targeting audiences with the right audiences and meeting the needs of our consumers. We intimately know who they are and we simply cater to their needs through strategic campaigns that we know will produce effective results, hence it is not very difficult to believe Olay has been the number 1in the market since its re-launch”.
Generation Olay through the years
And the current crisis has not produced major impact on the brand. While there is a felt slow down in the skin care industry, P&G believes its Pinay consumers remained loyal and has continued to patronize Olay Regenerist and other Olay products - after all they say Olay is a brand for all generations
“It has always been our mission to offer superior product and value to our consumers. Olay products may not be the cheapest but our brand has been sustained by Filipina consumers because it has always delivered its promise. From women of yesteryears up to now, Filipinas have trusted Olay products,” Tirol said.
Indeed, the Filipina of today proudly belongs to Generation Olay
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