Apr 21
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Joel Cruz Signatures’ new man

Author: Malaya
Column: Entertainment

ENTREPRENEUR Joel Cruz, friend to stars and dubbed as "Lord of Scents," adds a new title in his long list of achievements and talents: singer.

Joel is foraying into the music biz, via the exciting "Celebrity Duets 3" of GMA 7, which also features esteemed actress Gina Alajar, champion boxer Nonito Donaire, actor Jomari Yllana, among others.

Joel formally announced this at the grand launch of Joel Cruz Signatures’ latest endorser: John Lloyd Cruz.

Known as "Lord of Scents," entrepreneur Joel Cruz – owner of Joel Cruz Signatures and Aficionado Germany Perfume – was very excited during the product launch at the Skydome, SM City North EDSA last August 19.

John Lloyd was launched, together with five other celebrities.

"We have just launched the John Lloyd Cruz lines for our Joel Cruz Signatures. For the first time, an endorser has two opposite gender fragrances in a single endorsement," he says, "The two eau de toilettes are Like Him, a male scent that highlights all the positive and admirable masculine qualities of John Lloyd, more as a person than a celebrity; and Likes Her, a female scent that will arouse the interest of Lloydie in a woman, making him look twice.

"Another new JCS family member Alfred Vargas now endorses our deodorant that whitens the skin, an anti-perspirant that gives non-sticky feeling. He’s also presenting some niche products, the first of its kind in the Philippines (no other company has it yet)--the men’s intimate spray. In solid black, very masculine, easy-to-grip cannister. It exudes certain sexiness. "Any hidden body part perspires thus emitting an unpleasant odor. This spray curbs that problem. Used after taking a bath, it will make one smell good the whole day. It’s anti-bacterial and also edible. It works like a deodorant for the genitalia." He has also his own perfume/EDT line which is named after him.

"(Original Aficionado endorser) Dennis Trillo now introduces another niche product: our colored hair wax–washable, easy-to-remove. It comes in two colors; one can easily change the color of his hair to suit his mood.

"Dennis also has a new car perfume, being known to like cars and taking good care of them by keeping them very clean and smelling good like him.

"New JCS endorser Pauleen Luna has a collection of bath and body products that are free of harmful chemicals–shampoos and conditioners with fruity scents giving one a refreshing feeling. JCS considers these as vitamins for the hair and the skin.

"Pauleen sports a short hair but it’s very healthy, beautiful and shiny. Her skin is so soft, tone even because of JCS Shower Bath Gel. She also carries the home fragrance line, linen spray and home fragrance oil. She endorses intimates spray for women with a tag line ‘lady who are confidently fresh…down there". She also has her own scent of line under JCS.

"Another new JCS celebrity-endorser singer, Ronnie Liang has a sun-block that has giga-white as whitening agent and antioxidant that can be used on the face. He also has his own perfume, the scent of which he personally chose.

"New heartthrob Ejay Falcon has a perfume under his name, the scent of which is his own choice, just like the other celebrity endorsers.

"Joel Cruz Signatures may be a little bit high end but has a promo for budget-conscious consumers. Just bring the empty containers to any branch and get a discount on the next purchase," Joel explains.

Source: Malaya