A diaper brand rises from the COVID-19 reign

CEBU, Philippines — Forced to stay at home during the reign of COVID-19, young entrepreneur Hero Go found the opportunity to go into business and launched a diaper company online.

A locally manufactured adult and baby diaper branded as Assure is now gaining market following completing with existing products.

From entirely online business, Go’s Assure diaper brand will soon make presence in the shelves of Robinson’s and Shopwise supermarkets.

“We were not prepared. It was me and my family and it was the middle of the lockdown. There were many orders online, but we’ve eventually managed all the orders,” the 28-year-old entrepreneur shared.

Go recounted that he was stunned by the influx of orders online.

Go knew they had a good product in their hands when they launched it, first, through online stores and eventually in a store, at the Royal Subic.  What makes their product really stand out is its quality as it has the same quality with other established brands but is more affordable.

“With Assure diapers, you can ensure dryness and discretion by locking the urine and odor away from the body, assuring the customer of freshness, good hygiene and the assurance of priceless comfort,” said Go.

Developing this product, which is 100 percent Filipino, has not been easy. It took him years to finalize and establish his business. In fact, he said, they did an R&D first before launching the product. And they saw the opportunity of launching it online during the pandemic.

Go made sure that they only deliver the highest quality in their products. With regards to the Assure diapers, he said the hygienic aspect is very important.

“The hygienic aspect of all people should be primal, it is the essence of wellbeing and healthy living. I think ‘Assure” diapers both adult and baby, are in the very best position to deliver the assurance of priceless comfort,” Go stressed.

He only chooses the best materials for the diapers. The cotton is sourced from Indonesia “because they don’t want to compromise on the quality of the diapers. Today, they have a bunch of local factories here.”

Go revealed that launching his business was definitely not a walk in the park. There were many times he failed and had to revise, “but that was ok because he knew that was part of the process.”

Moving forward, Go revealed he is bent on saturating the market and making the brand popular in the Philippines.

His long-term plan would be for Assure to become the leading brand in the Philippine’s diaper market.