Joel Cruz

After winning GMA-7’s “Celebrity Duets 3” a few months back, Joel Cruz suddenly became more than a big-time businessman. He transformed into a true-blue celebrity while his moniker “Lord of Scents” provided his image more character it led to a number of endorsement deals.

The man behind the number one local perfume brand Aficionado Germany Perfume, Joel is now a more popular (and thus more credible) face which makes it easier for him to help people – a goal he is always into as payback for all the victories he has earned. As sample, he donated his “Celebrity Duets” one million prize to almost 20 charities, meaning, the big money became food, medicines, clothes, and toys for the less privileged.

“It’s mission accomplished for me having won the ‘Celebrity Duets’ since it’s really my main reason for joining,” shared the self-styled entrepreneur who is now a sought-after endorser having been tapped by the likes of Calayan, Adajar, Santre, and Center for Pop.

A self-confessed perfectionist, Joel is one who will try everything fair possible to attain a particular aim. He showed that in the televised singing and performing competition when he wore attractively odd outfits and sang unpredictable song choices to stay in the run where he ended up always belonging to the top 3 week after week.

In his quest for victory, he might have beaten personalities like Gina Alajar and Jomari Yllana. But that doesn’t mean he’s out there to shut off the lights from illuminating figures. Truth is, recipients of his civic works include the iconic villain Paquito Diaz, among other noted showbiz names. His brands are endorsed by popular stars like John Lloyd Cruz, Lovi Poe, Dennis Trillo, Boy Abunda, etc.

He expressed, “I want to set a good example by clean living and I want to share my blessings especially to the needy.”

Joel’s successful businesses – Aficionado Germany Perfume and Joel Cruz Signatures personal care line – have ensured employment to nearly a thousand employees nationwide. He also spearheads charitable activities for institutions such as the Philippine General Hospital, Tahanang Walang Hagdan, Kids Foundation, and others.

Last year, the Municipality of Bulacan (his parents’ hometown) commended him the “Dangal Ng Lipi Awardee for Trade and Industry.” His Joel Cruz Signatures was likewise awarded “Outstanding Personal Care Product Brand” at the 11th Global Brand Awards.

Halfway this year Joel is envisioning to come out with a big event that will gather all his endorsers, along with about five more additions.

Asked about how his exposure during the “Celebrity Duets” affected him, he said with a smile, “People recognize me now and ask for autographs.” His idea about the value of fragrance goes in line with popularity. He added, “If you smell good, people will embrace you more and you will be loved by everybody. When I was young I couldn’t go out of the house without putting perfume and there was a time when I had to go back home because I forgot to spray perfume.”