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After sliding down from their previous year’s ranking in the Forbes’ 40 Richest in the Philippines, looks like the Hortaleza’s are on the rebound as they just sealed a deal with a Malaysian firm to distribute Splash Corp.’s products under flagship brands, Maxipeel and SkinWhite.

In a disclosure to the Philippine Stock Exchange (PSE), the local personal care and cosmetic manufacturing giant, said the agreement was entered into by Splash International and Carepro Marketing, whose distribution coverage includes a network of chain pharmacies, personal care stores, hypermarkets, supermarkets and beauty salons in West Malaysia.

Aside from stepping up in presence overseas, Splash chairman and chief executive officer Rolando Hortaleza said the tie-up is expected to boost their sales, expand market reach and strengthen its position in the ASEAN region. “We are very optimistic about our Malaysian market. Our presence in West Malaysia is a very big move in increasing our market base,” he said.

Initially, Splash products will be available in 10 Mydin Hypermarket stores in Kuala Lumpur, Malaysia. Later on, it will be eventually available in all 29 Mydin stores in West Malaysia. Kuala Lumpur is the largest city in Malaysia. At present, Splash products are sold in East Malaysia via a partnership with Rejoice Moments Sdn Bhd.

Believing that while consumers may put on hold big-ticket purchases during this global recession, yet still pay for beauty, Splash is hoping to tap the vast potential in the ASEAN market given a growing emerging market consumer class and rising disposable income.

“Our aim is to build brand equity for a strong presence in Malaysia. We want to become a strong player in the personal care industry in ASEAN and Malaysia is a key component in our strategy,” Hortaleza said.