BizBuzz

Philippine Daily Inquirer – April 4, 2018 by Doris Dumlao-Abadilla

Personal care product producer Splash Corp. has won a longdrawn trademark registration dispute in Indonesia, allowing the company to finally own the trademark for flagship exfoliant brand Maxi-Peel and expand aggressively in Southeast Asia’s biggest consumer market.

Splash applied for trademark registration of Maxi-Peel in Indonesia as early as 2004, but opposition succeeded in blocking the application in 2010. In 2011, Splash reapplied for trademark registration, which will be finally released. The product registration for Maxi-Peel Micro-Exfoliant  Fluid was finally granted in December 2017.

“We are happy that MaxiPeel has finally been registered in Indonesia. Maxi-Peel has considerable word-of-mouth following in Indonesia, but registration issues preventer us from directly selling the product in this market,” said Splash cofounder and CEO Rolando Hortaleza.

“With this trademark issues out of the way, we can now be aggressive in expanding our presence in Indonesia, the largest country in Asean, through our subsidiary PT Splash Cahaya.”

The first product that Splash will bring to Indonesia, likely by this month, is MaxiPeel Micro-Exfoliant Fluid. Other Maxi-Peel variants will be sold in Indonesia as soon as product registration for the variants is obtained.

Manufacturing of MaxiPeel Micro-Exfoliant Fluid is being done in the Splash manufacturing facility in Valenzuela City, cited to be among the lowest-cost producers of soaps and lotions in the Philippines. Finished products will then be exported to Indonesia. – DORIS DUMLAO ABADILLA