How this Filipino skin care brand thrives under the new normal

Diana Stalder, Gateway Mall branch. Photo by Kenneth M. del Rosario

When the Filipino skin care brand Diana Stalder made a promise to deliver “a better you” more than 24 years ago, it did—and continues to do so—with much eagerness and determination.

But this year, the pandemic has tested the mettle of the brand. As skin care wasn’t deemed as essential goods, Diana Stalder’s locations (where they offer skin care treatments such as facials and body massages) were forced to close.

But the Diana Stalder brand and the Stalder Laboratories, which produce all skincare products for Diana Stalder (as well as products for other skincare brands), stayed resilient, tuning up and streamlining its operations to adjust to changes brought about by the COVID-19 pandemic.

Diana Stalder, Gateway Mall branch.

Because most Diana Stalder locations were closed, Stalder Laboratories put its effort and energy into manufacturing more essential products such as hand sanitizers, rubbing alcohol, and handsoaps. Sales for its tea tree soap and sulfur soaps were brisk.

These were products that the company was already producing, so they only really needed to ramp up production in its facility in San Pablo City, Laguna.

“We had to have a survivalist mindset. When the pandemic hit, we needed to learn how to pivot to the new normal. If not, then that’s the end of us,” said Stalder Group of Companies President and CEO Dina Dela Paz-Stalder.

While it was hard to make plans during the pandemic because of so many uncertainties, they had to try. The company strengthened its customer service through re-assigning several regular employees and adjusting their work schedules to revamp customer response and management of the Stalder Group of Companies’ social media pages.

Diana Stalder, Gateway Mall branch. Photo by Kenneth M. del Rosario

At the moment, only the Diana Stalder location in Gateway Mall, Cubao, is open for business.

Just like in the Stalder Laboratories facility, the establishment observes safety and health protocols such as wearing proper PPE and frequent sanitation of the rooms and equipment (using machines that employ UV lights to kill germs).

They even beefed up their digital footprint so their customers could make reservations and payments online.

Dela Paz-Stalder said: “At the end of the day, we just want to focus on the positive things that this pandemic has presented us, allowing everyone in the company to grow. When the people are ready to get their skin care treatment once more, we will be waiting and ready to take care of them.”

Kenneth M. del Rosario
Kenneth has been writing for the Philippine Daily Inquirer for more than 17 years, covering travel, food, motoring, technology, real estate, and business, among others.