Keeping women feeling free and empowered
By Earl D.C. Bracamonte

GlaxoSmithKline, makers of moisturizing formulations brand Physiogel, launched recently its campaign to free women from dry sensitive skin. Simply dubbed “Free In My Skin,” the initiative hopes to empower every Filipina to comfortably embrace life and achieve each of their dreams and aspirations. “The beauty business may be big with women, but it is bigger with men. This is because menfolk are surrounded by women they love: mothers, wives, girlfriends, sisters, aunts, and daughters. This is a movement so I encourage everybody to participate. Our campaign material has enjoyed 502,000 views on YouTube in just two weeks,” shared Jeoffrey Yulo, general manager of GSK Health Care.
The movement, as embodied by model Patti Grandidge, seeks to bring together and honor women who have overcome their insecurities and became the best version of themselves. “My family used to travel a lot when I was younger and getting exposed to different climates took a toll on my skin, making it sensitive, itchy, red and dry. This made me quite withdrawn, and in the business I am in, that’s a big no-no. It is always about first impressions.
“It’s amazing how one simple switch in my skincare option has renewed my confidence level. One of the best feelings is when you know that you have control of your life, like you can do anything! Now, I truly believe in the power of having good skin. It gave me the zeal to feel empowered and to feel free in my own self. And this is why I have been rallying for this movement to reach out to so many women out there,” declared the TV host and entrepreneur.
According to the Philippine Medical Data Index (PMDI MAT 2013), Physiogel is the No. 1 prescribed moisturizer by dermatologists, as a skin moisturizing brand that falls under the Dermo-Cosmetic category of the skin care market. It comes in cleanser, cream and lotion formulations for dry sensitive skin.
“The ‘Free In My Skin’ movement is not just about creating a nurturing community of smart, strong and sensitive women, but is also a way of honoring all those who did not let their dry-skin insecurities prevent them from being the best versions of themselves. I am encouraging women to join me in honoring three smart, strong and sensitive women in their lives, who have all been their sources of inspiration, by tagging them all in a Facebook post.
“Your three honorees, in return, have to pay it forward by honoring three other women in their lives and so forth. We want every woman in our lives to be part of this movement. And I really think this is one of the many things we can do to reach out to more women who already are and who want to be free in their skin,” explained Patti.
Physiogel is the only skincare product that has the patented advanced BioMimic technology that works naturally with the skin to make it less sensitive and dry. Like a jigsaw puzzle, our skin’s natural lipid layers form a matrix, helping to lock the moisture within. This allows Physiogel to repair dehydrated skin by re-hydrating the essential barriers to revitalize the skin’s outer layer. “Sensitive skin is one that’s intolerant and hypersensitive to products. It is the non-tolerance of skincare products that makes women uncomfortable. Damaged skin layers are the result of loss of lipids and water, or what is known in derma parlance as trans-epidermal water loss (TWL).
“The BioMimic technology replicates the bilayer lamellar structure or our skin’s natural layer. For every ten Filipinas, one or two will have dry skin while six to seven will have sensitive skin. This condition is caused by genetics, aging, hormonal changes, and/or systemic diseases like diabetes and hyperthyroidism. Chemical solvents, environmental factors, lifestyle, drugs’ side effects from medications, as well as stress can take their toll on one’s skin,” informed GSK medical director Dr. Bernadette Arcilla.  
The brand is free from perfumes, preservatives, colorants and other skin irritants. Physiogel’s contents like ceramide 3, squalene, triglycerides, phytosterol and phospholipids are all sourced from plants. “Since we are a science-based company, we believe in the wonders of science as against other skin care labels. We have shifted from being an over-the-counter commodity to being a self-service counter product. We employ derma consultants at the store level. Our base products are lotion, cream and cleanser. The AI line, on the other hand, which also has a lotion line as well as creams for face, feet and hands, answers severe conditions and itchiness problems. While we focus on dermatology, we also have linkages with oncology.
“October is Breast Cancer awareness month. It is part of the company’s global vision to improve the quality of human life. We have launched Physiogel in the market some ten years ago. It is a product used preferably by those undergoing post-radiation procedures. A percentage of our sales proceeds is always earmarked for our advocacy and its beneficiaries,” enthused Maita Monsalud, Physiogel’s assistant brand manager.

Crusade against breast cancer
Physiogel is the only skincare product that is attuned to the skin’s derma membrane structure (DMS). No other labels have comparable DMS compositions.
“Physiogel helped me a lot in my radiation burns. I had relatives who have it and have died of breast cancer. Working in a hospital has helped me a lot in coping with the condition. I’m focused on moving on. In my case, it was mandatory to use my own body fat. That turned out to be good because I got an unscheduled tummy tuck! I’ll tell a newly diagnosed person to accept it or else you’ll be in denial,” related Michee Cadhit, one of three extraordinary women tapped as brand ambassadors, who have survived their fight against mammary carcinoma.
Early detection is still the key to cure. “I was diagnosed three months after my father passed on. I was more worried for my family than of me. You need to follow informed choices, especially those given by medical practitioners so you need to be focused all the time,” advised Patty Balquiedra.
“Being single, I did not have to worry about immediate family members. As a journalist, I have been face-to-face with diseases but it is different when it’s being told to you. A sudden diagnosis can stop you in your tracks, but you have to keep on moving.
“Calm down. You first impulse is to know everything and talk to everyone. Regardless of stage, never lose hope. Your hair loss is like a psychological metaphor of your life. Endorsing Physiogel becomes meaningful because we turn something bad into something good,” intoned PDI desk editor Alya Honasan.

GlaxoSmithKline (GSK), one of the world’s leading research-based pharmaceutical and healthcare companies, is committed to improving the quality of human life by enabling people to do more, feel better and live longer. For more information, simply visit the brand’s Web site,


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