"Industry leader in innovation"

By Robbie Pangilinan

Perfecting the craft everyday—this is Salon de Manila (SDM)’s
passion. And that is exactly what makes it salon of popular showbiz and
political personalities the industry leader in innovation.
Recognized for its trademark excellent and personal service, SDM has always been
the top choice of celebrities when it comes to style innovations. “We are
regarded as one of the country’s most innovative salon brands – a leader in
style trends, as a matter of fact,” expert hairstylist and SDM Creative Director
Pin Antonio says.
However, Pin and the rest of the SDM management and staff stopped contenting
themselves with being a trendsetter. “In an ever competitive industry where the
word ‘trendsetter’ has been used by everyone, rendering it generic, we thought
of creating our own identity.As with all brands, we feel the need to
differentiate ourselves,” the Stylist of the Stars reveals.
This identity is captured in Salon de Manila’s newest campaign—Manila’s Cutting
Edge. Actually, even before this campaign started, Pin has always made sure that
everything she does in her profession meets her exquisite standard and takes SDM
to the cuttingedge of the craft; thus, the theme.

“Through the campaign, we are communicating our position as style innovators
while also emphasizing our leadership in the salon industry; that we are the
beauty and style brand of choice of the trailblazers,” Pin explains.

“Cutting edge” is synonymous to “state of the art”, the highest level of
development achieved at a particular time. The campaign, according to Pin, is
about looking at things from a different perspective and doing them in a manner
that redefines the usual.
SDM has always been a pioneer of new styles, constantly and consistently
creating trends with a flair for the original. But, what truly sets SDM apart
from other salons is its fearlessness and passion.
“From precision haircutting, hairstyling, hair sculpting, make-up, nail and body
spa treatments, and other beauty-related services, our drive is what has set us
apart from our peers. It is what gives us our cutting edge,” Pin beams with
pride.
The term cutting edge likewise applies to the training, competence, taste, and
artistry of SDM’s stylists. The famous hair trendsetter herself is always on her
feet, perfecting her craft everyday.She and the rest of the creative team keep
attending various trainings in technique here and abroad. “We want to assure
that the moment a client steps out of Salon De Manila’s doors, he/she has
experienced cutting-edge style,” Pin promises.
Part of the campaign is establishing new Salon De Manila branches offshore.
People in Honolulu, Los Angeles, and New York will soon experience the same
cutting edge service that SDM has given and continues to give its clients in its
six Manila branches for already 25 years.
Salon de Manila has always believed that style is not merely the look of the
times, but the reflection of an attitude. As it launches the Manila’s Cutting
Edge campaign, SDM translates this belief into various experiences for its
clients – not only in excellent salon treatments and personalized service, but
also in the rapport and solid staff/stylist-client relationship that SDM is
known for – all packaged in the new cutting-edge experience that SDM promises.#