Splash wins trademark row in Indonesia

The Manila Standard – April 03, 2018 by Jenniffer B. Austria

Personal care manufacturer Splash Corp. is preparing for an aggressive expansion in Southeast Asia after winning a long-drawn out trademark registration case in Indonesia.

“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,” Splash co-founder and chief executive Rolando Hortaleza said in a statement.

“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.”

Splash applied for a trademark registration of its flagship exfoliant brand Maxi-Peel in Indonesia in 2004, but the opposition succeeded in having the application rejected in 2010.

Splash recently re-applied for the trademark registration and finally obtained the trademark certificate in March this year.

Splash also obtained the product registration for Maxi-Peel Micro-Exfoliant Fluid brands in December last year.

Splash said it would introduce Maxi-Peel Micro-Exfoliant Fluid in the Indonesian market starting this month. Other Maxi-Peel variants will be sold in Indonesia as soon as product registration for the variants is obtained.

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

Splash, which was earlier listed with the Philippine Stock Exchange before voluntarily delisting, is confident Maxi-Peel would 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.

Maxi-Peel Zero, an exfoliant product launched only a year ago, has now become the leading product of the company.