Metamorphosis, Cutis & Purity Salon
Cutis Medical Laser Clinics 9 Scotts Road, #03-06 Pacific Plaza.
Tel: 6327 9700, www.cutislaser.com
Purity Organic Hair & Beauty 9 Scotts Road, #03-03 Pacific Plaza.
Tel: 6887 4542, www.puritysalon.com
Upon establishing Metamorphosis, Dr Sylvia Ramirez has remained true to her corporate identity, transforming her business as the needs of her customers evolved. But her primary focus remains enhancing a person's appearance using non-invasive, evidence-based methods, to make an individual feel better about their appearance.
Sylvia Ramirez MD MPH MBA
Metamorphosis Holdings
TF: How has your business evolved?
SR: Metamorphosis Holdings was solely a distributor of medical aesthetic equipment and products. We then set up our own medical aesthetic clinic, Cutis Medical Laser Clinics, in February 2008 and three years later opened Purity Organic Hair & Beauty, a hair salon focusing on organic hair treatments and colouring.
TF: What sets you apart from competitors?
SR: Each appointment starts with a detailed consultation in order for us to understand your concerns, personality style and expectations. We take the consultation process very seriously and actively engage our patients and customers to become part of the process.
A plan is designed based upon your specific concerns and needs. And we then spend time educating you about the various options of suitable treatments available. When it comes to making a decision, we always ask you to take your time, to ensure you'll come to the decision you're most comfortable with.
SR: Our investment in top-grade US FDA-approved medical laser equipment has been a challenge, but it's also given us the biggest return in patient satisfaction.
We started the business with a US partner as we believed this would lead to increased brand visibility. Unfortunately it was not a fruitful collaboration as the US partner didn't understand the needs of the Singapore market. We spent time and money with the original brand and had to reinvest our efforts when we changed the branding of the business. In the end, developing our own brand was the right approach. It enabled us to reflect our unique management and treatment philosophy and develop offerings more suited to both the Asian and expatriate markets.
TF: What are your plans for the future?
SR: This year we'll expand the capacities of Cutis and Purity. In the mid-term, we're planning new outlets for both brands here in Singapore, or abroad. We're also open to incorporating complementary businesses.
SYLVIA'S BEAUTY TIPS
Rejuvenate for less Start with preventive and maintenance treatments, minimising the need for costly and aggressive intervention requiring recovery time. Always use the clinic or doctor you feel most comfortable with - whether it's their technique, medical style or bedside manner.
Mineral makeup contains minerals beneficial to your skin, but what's more important are the ingredients it doesn't contain, such as talc - which can block pores. Make a world of difference to your skin by using a mineral foundation - liquid, loose, or pressed base - and an appropriate foundation brush. We choose to import Glominerals, known as "miracle makeup" by stars and celebrities, because of the completeness of the range and the fact it contains ingredients which are actually good for your skin.
Going organic Many products claim to be organic, but may not be. Always look for "certified organic" stamps and other similar industry certifications. But identifying products which are less harmful to the skin requires more than an organic mark. If you're concerned about potentially harmful chemicals, speaking to a doctor is the only reliable option.
Posted Mar 2011
