Splash sets Indonesian expansion after victory in trademark case

Manila Bulletin- April 3, 2018 by James A. Loyola

Splash Corporation has won a long drawn out trademark registration case in Indonesia and will now expand more aggressively in the Southeast Asian country through its International Operations Division.

In a statement, Splash said it had applied for trademark registration of its flagship exfoliant brand Maxi-Peel in Indonesia as early as 2004, but opposition succeeded in having the application rejected in 2010.

In 2011, Splash re-applied for trademark registration and finally the trademark certificate was released last March, 2018. The product registration for Maxi-Peel Micro-Exfoliant Fluid was also granted last December, 2017.

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

He added that, “with this trademark issue 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 introduce in the market is Maxi-Peel Micro-Exfoliant Fluid, with selling starting in April, 2018 to be supported by extensive marketing efforts for the brand.

Other Maxi-Peel variants will be sold in Indonesia as soon as product registration for the variants is obtained.

Manufacturing of Maxi-Peel Micro-Exfoliant Fluid is being done in the Splash manufacturing facility in Valenzuela City which is among the lowest cost producers of soaps and lotions in the Philippines. Finished products will then be exported to Indonesia.

Splash is confident that Maxi-Peel will have the same kind of success in Indonesia as it has in the Philippines. Maxi-Peel is the dominant player in the competitive Philippine exfoliant market.