In 1968, founders of Vibelle Manufacturing Corporation, Don Vicente Ang and his wife Belen introduced the first locally produced nail polish brand in the Philippine market, Caronia.
Caronia, named after the luxury ship, RMS Caronia easily became a popular brand among Filipinas because it provided them an alternative to limitedly available imported nail care brands.
Check out below how Caronia has been the Philippines' nail care brand for more than 50 years.
1970s - 80s
To date, Caronia still holds with pride the prestigious heritage of being the pioneer and trusted local nail care brand. It continues to successfully delight an avid loyal following of generations past, together with a new breed of empowered young Filipinas with their new nail color releases and innovative product offerings.
Caronia being the first locally produced nail polish brand in the Philippine market, has marked its 50 years in the industry. To celebrate this 50 colorful years, Caronia released its 50 Years Nail Art Book filled with 50 exciting nail art designs with tutorials.
Caronia also released its 50 years heritage video showcasing how nail polish have been part of our lives for the past five decades.
From its humble beginnings in 1968 up to this day, Caronia has stood the test of time as the Philippines’ pioneer in local nail polish and nail care brand.
With TV personality Shaira Diaz as Caronia's Brand ambassador, #KeepThingsColorful campaign was launched and series of videos were released showing how Colors create connection between and among us.
Caronia brings color to new heights in partnership with the country’s first professional dance company, Ballet Philippines. Two Collections were produced during this year namely "The Art of Dance” and the "Blue Moon” Collection. As part of the brand’s advocacy to give back - proceeds from the sales will benefit the Noordin Jumalon Scholarship program that supports more than 100 deserving students every year.
In 2010 Caronia launched its interactive media platforms, Caronia website and Facebook fan page, via an exclusive Spa Tea Party. Guests consisting of fans, bloggers, trade and media partners were given a virtual tour of the website.
In 2007 Caronia introduced a wider line of nail care products and a new Hand & Foot Care line, further reinforcing the brand’s commitment in providing more Filipinas access to quality and innovative nail care products at reasonable prices.
The brand’s image was also re-energized catering to a younger, more dynamic female market through the use of image models in the succeeding campaigns as well as the production and release of a new Caronia jingle entitled, "Sharing your Passions" and further a dance music video remix.
Following this re-launch, the company expanded its distribution network through partnerships with regional distributors and opening new retail distribution formats.
The 90s marked product & marketing innovations in the nail polish industry.
In the next decades that passed, Caronia continued to introduce and update their wide color selection range to meet an ever changing fashion and to meet lifestyle trends.
1970s - 80s
In the 1980s, Caronia became a certified household nail care brand with its TV and radio commercials, catchy jingle and through the use of admired celebrity endorsers like Vilma Santos.
Premium quality comparable to the US brands available in the market coupled with a successful marketing program catapulted the brand to gain market dominance, unprecedented for a local brand for the next 20 years.