But for practical mom Edith Dimalanta from Malabon, she still finds the P5 in her purse valuable, especially every time she goes to a nearby sari-sari store to buy a personal hygiene item her family cannot live without. “Nakakabili pa din ako ngsachet ng toothpaste sa halagang limang piso (I can still buy a sachet of toothpaste for P5,)" she beams, "at yun ay ang toothpaste (and that'stoothpaste)."
With a product that's more affordable than other leading brands, she says that buying a quality yet affordable tooth care product remains possible for an average Filipino family like them amid rising costs of living.
"Salamat sa mga gumawa ng toothpaste at iba pang household at personal care item dahil may quality of life na ang mga pamilya ngayon sa pamamagitan ng kanilang de-kalidad at affordable na mga produkto (We thank the makers oftoothpaste and other household and personal care items because families can now live quality lives through their better yet affordable products," notes Ronald Serillos, a cab driver and father of five from San Juan.
Not too many know that behind this all-Filipino brand is Lamoiyan Corporation. Headed by a visionary, Dr. Cecilio K. Pedro, Lamoiyan Corporation dared the giants of the toothpaste manufacturing industry and provided consumers with a world-class quality yet affordable alternative oral care product. It was in 1998 when his business venture that supplied aluminum toothpaste tubes to multinationals closed shop due to the shift from using aluminum to plastic tubes. However, it opened the door for him to establish Lamoiyan Corporation in March that same year.
“We introduced world-class quality toothpaste at affordable prices so Filipinos can afford to brush their teeth regularly, especially those in the provinces where toothpaste and toothbrush are expensive. That dream pushed us initially and we were not afraid to face the giant multinationals because we believe there is the need to help Filipinos, particularly the poorest of the poor,” says Dr. Pedro, President and CEO of Lamoiyan Corporation.
Since day one, the company lived up to its corporate mission—to help improve the quality of life of Filipino families through world-class products. From creating the phenomenal dental care product toothpaste, the company also expanded to include household and personal care brands like Gumtect, Kutitap, Dazz, andLicealiz.
By bringing essential products within reach of many, this brought 25 years of happy moments not just for the company itself and its people, but also for those who shared the journey with Lamoiyan Corporation. Maintaining the world-class quality and affordability of their products enabled customers to save money for other important things for their families.
"Ang pera na matitipid ko sa pagbili ng sachet ng toothpaste sa halip na mas mahal na brand ay malaki ang maitutulong sa akin. Magagamit ko pa itong pambili ng iba pang bagay na kailangan sa bahay o kahit sa baon ng mga anak ko(The money I could save from buying a sachet of toothpaste instead of the more expensive brands will really help me a lot. I could use it to buy other things we need at home or even for my kids’ 'baon')," cites Dimalanta.
Apart from the economic benefits provided by Lamoiyan Corporation’s products, consumers have remained loyal to the brand due to its world-class quality performance. "Gaya ng kanilang dishwashing product [Dazz], ang mga plato namin ay laging malinis at malayo sa germs (Just like its dishwashing product [Dazz], it keeps our dishes always clean and germ-free)," bares Serillos.
Health-wise, the company also never compromises on this regard. Mindful of the fact that one of the reasons of kids’ absenteeism in schools are tooth decay and head lice infestation, Lamoiyan Corporation committed itself to be part of the solution via its and Licealiz Anti-lice Shampoo products.
"Madalas akong absent sa school dahil sa sakit ng ngipin (I used to be absent in school because of toothache)," says Homer Ellamil, a Grade 2 student from Batasan Hills Elementary School in Quezon City. "Dahil sa toothpaste, lagi na akong nagtu-toothbrush kaya wala nang sakit ng ngipin (Because of toothpaste, I can now brush my teeth regularly; no more toothaches.)"
Meanwhile, for Princess Tejada, a Grade 3 pupil of Batasan Hills, whose head used to be infested with head lice, she tried Licealiz when Lamoiyan Corporation held its "Adopt-a-Barangay" program in their area. From then on, she never missed a class anymore.
"Dati, gumagamit ang Nanay ko ng suyod para maalis ang lisa sa buhok ko pero walang nangyayari. Nung sinubukan ko ang Licealiz, ang laking ginhawa. Di na nangangati ulo ko at madalas na ako pumapasok sa school dahil wala na akong lisa sa ulo (Before, my mother used 'suyod' to remove the lice in my hair but it was not effective. When I tried Licealiz, it helped me a lot. Now, I'm itch-free and I don’t skip school anymore because of lice infestation that made me feel insecure," she vividly recalls.
Tejada, together with Dimalanta, Serillos and Ellamil, are just some of the living proof of how excellent Lamoiyan products are that enable them to live worry-free lives. They remind us that the P5 seen today of no value, nevertheless, is worthy of keeping students in school.