Godiva Skin Care Centers except for the Bel Air outlet-- are usually located in malls because of guaranteed high foot traffic and this is the direction that Godiva will take in its expansion provincial urban centers, said Fred Reyes, Godiva President/CEO at the opening of the 6th branch in Robinsons Place Manila, located at the high-end mall side of the Adriatico wing.

By end of 2007, there will be 9 Godiva Skin Care outlets in Metro Manila.

The first Godiva center was established in 2004 at SM Fairview (with 8 cubicles) and was followed by Bel Air (its hottest selling outlet with an estimated 50 customers per day being served by 6 rotating licensed dermatologists from Monday thru Saturday in the 11 cubicles); the third opened in Alabang (the first franchised outlet); the fourth in Binondo, Manila (July 2006) and the 5th another company-owned outlet in Greenhills (last November) and the 6th in Manila.

Reyes said another company-owned outlet will open on Dec. 3 in Pasay Road, the second in Makati City and two more outlets will be established in December at Timog (company owned) and in West Triangle, Quezon Ave. (a franchised outlet).

The total investment cost for a Godiva franchise is P7 million to P8 million including renovation cost, staffing, equipment and supplies, signages and promotion.

Though off mall site is more spacious and more relaxing, still we prefer mall locations because of the guaranteed foot traffic, which often translates to sales in either product or services, Reyes explained.

For 2008, the company is looking at 8 new outlets which is the rate it will grow its business in the coming years, focusing more on urban centers in the provinces.

Initial targets for locations are Angeles and San Fernando in Pampanga; Cebu, Davao, Cagayan de Oro and Baguio City.

All centers carry and sell 36 SKUs (shelf keeping units) of products of Godiva, which are also sold in Watsons, Mercury Drug, Gaisano, Robinsons, Landmark and leading department stores in the country and through internet marketing (where the company derives 15 percent of its sales revenues). The US market easily gives 70 percent business through internet marketing.

Clients from the electronic business are mostly FilAms, African-Americans for the whitening lines and even Caucasians (to balance their skin tones). The internet business began in 2001 with Godiva the first one to use this medium among facial products and services operating in the country.

Reyes would not cite how much is sold through internet marketing except to say that it is 15 percent of total eight digit revenues.

The service salesâ fastest growing area of the company accounts for 30 percent of total revenues with the acquisition of the most modern facial care technologies and retention of the best licensed dermatologists.

Best selling are Diamond Peel at P600 per session of 30 minutes (versus industry rate of P2,000 per session); firming (for face, legs, arms and buttocks) through therma firme treatment and radio frequency technology of P2,500 per 45 minute session versus P5,000 from competitors and the facials, vein and hair removal.