Why Orange Blush stays ahead of the pack

MANILA, Philippines — For Orange Blush Salon (OBS) proprietor Joby Linsangan-Moreno, uniqueness does not spell business success all the time. But innovation complemented with best yet affordable service certainly brings fortune.

No wonder, Joby seems not just content with managing OBS which has expanded to over 20 branches in North Luzon, apart from its Quezon City and franchise outlets in the metro, she also recently put up the OBS Supercut. It is the first pop-up salon in the country where customers can avail of basic salon services in just 15 minutes.

“It’s a specialty salon booth with two OBS staff members who will attend to customers who wish to have a haircut, manicure/pedicure, makeup, retouch, hair blower or anything as long as it doesn’t require water,” says Joby whose first Super Cut salon booth can be found at the ground floor of Robinsons Townville in Cabanatuan City which was formally opened last October. Her goal of providing hassle-free and professional service in just a short period of time makes it ideal for Joby to put up the salon booth.

“We all want to look good despite our hectic schedules because whether you admit it or not, one feels good with a beautiful hair. Haircut can be considered as a basic need so despite a heavy workload, you can have it in a few minutes ngayon kahit napadaan ka lang sa mall pwede mo ng gawin.” 

Joby believes that innovation, as what computer whiz Steve Jobs once said, is what makes the distinction between a leader and a follower. Like Jobs, Joby is not afraid to take risks even from the time she put up her first Orange Blush Salon in Cabanatuan 14 years ago.

“In business, it is not about being different. Innovation is what matters more; you have to be the first to (stay) ahead of the competition,” she stresses and recalls how she started in the salon business.

“When I thought of starting a business, I made sure that it would be something I really love and want to do even while other people were wondering why,” says Joby, who initially worked in a hospital as a medical technologist after she graduated at the University of Santo Tomas and passed the licensure exams in 2002. “I worked for a year then I decided to take over the salon near our place which I got for P30,000 that time including the salon equipment. I absorbed the staff so after renovating the place we formally opened our first branch.”

Never did anyone imagine that painting the salon in orange would be ideal for a “beauty business” yet Joby was (and continues to be) firm on her belief. “Orange represents positivity and happiness; that’s what we want people to feel when they come inside the salon.”

True enough, a lot of people are convinced that apart from its excellent service, each branch exudes an ambience that is cool to the senses and relaxing to the mind.

Asked if she had her share of challenges during her first few months in operating the business, Joby nods with a smile and recalls how she was able to get back on her feet when all of her salon staff turned their backs on her.

“That time, I didn’t know how to cut hair or do any salon services so I decided to learn and enroll so I would know how to do the business when things like that happen again. Now, I can attend to our clients — haircut, hair color everything. It’s really different when you know how to work on your business.”

These days, Joby apart from giving orientation to her franchisees and helping them manage their own outlet, she also strives to think of innovative ways to keep OBS way ahead of competition. Just recently, OBS introduced its latest hair products — OBS After Conditioner Treatment and OBS Leave-On Conditioner. They are especially formulated for salon-treated hair to help maintain healthy and shiny tresses that can be used at home.

With her booming business, what does she consider as the most memorable and significant since putting up OBS?

“Perhaps, I got to know myself better, that there were trials that I won’t be able to conquer but I did. I grew closer to God and through the success that we’ve achieved as a team, I get to know more about my purpose in life. Ito ‘yung mga bagay na di ko makikita siguro if I continue as a doctor or medical technologist. So those things are memorable because I got to know a lot of people. I got to work with people that I love and most importantly, I get to do the job that I love most which is managing a salon business,” concludes Joby.