Dennis Trillo

Actor and Model

JOEL CRUZ SIGNATURES

By Mitch M. Arceo

Who says that luxury and affordability are two ends that will never meet?

With ingredients sourced from Germany and New York, here comes a new line of personal care products that spell lavishness and affordability at the same time.

Entrepreneur Joel Cruz wanted a fusion of these two qualities. As a wise consumer himself, he understands the needs and wants of the consumers.

Coming from a family of entrepreneurs, it is not surprising to see him in the business field. Although he took up psychology in college, he ventured into an entirely different field.

After graduation, he immediately invested in a garment enterprise. But in the mid–1990s, his business experienced a big blow due to the influx of cheap garments and apparel from China and Thailand. And because he could not compete with the low-priced goods from China, his garment factory shut down.

But it wasn’t the end for Joel Cruz. In 1999, he met a French businessman (who later became his friend) who introduced him to the formulations and concoctions of perfumes.

"I am really fond of perfumes. When I was in high school, I used to ask my sisters abroad to buy perfumes for me since perfumes are really expensive. When I learned about the formulations of some expensive brands, I immediately thought of setting up a perfumery business," recounts Joel.

In 1999, after his garment factory closed, he launched his new company, Central Affirmative

Co., Inc. The company has been manufacturing Aficionado Germany Perfumes for many years now.

Aficionado Germany Perfume products include perfumes, colognes, bath and body spray, apparel, and accessories. It is all about total personality development, not just about how you smell but also how you look and feel.

Aficionado has grown bigger and bigger through the years.

"We also have stores in China and hopefully, we will have more stores abroad in the coming years," says Joel.

Truly an entrepreneur at heart, Joel continues to aspire for more. Recently, Joel unveiled the Joel Cruz Signatures, a collection of bath and body products that are free of harmful chemicals. The fruity scents of the lotions, shampoos, and conditioners give you a refreshing feeling-- like drinking fruit smoothies under the palm trees on the beach.

"It took us a year to develop the Joel Cruz Signatures (JCS). I personally tested all the products. All JCS products are chemical-free because we consider these products as vitamins for the hair and the skin," shares Joel.

JCS has three scents of soap — Caress, Alluring, and Refreshing. These soaps are scented with their version of Paris Hilton, Ralph Lauren, and Clinique Happy.

The fragrance oils that they used for the JCS products are from Germany and New York. Just like Aficionado, Joel Cruz Signatures are reasonably priced.

They even have a promo for budget-conscious consumers. Just bring the empty containers to any branch and get a discount on the next bottle.

Joel Cruz Signatures include shampoos, conditioners, shower gels, deodorants, lotions, and soaps. The latest products are the foot spray and the intimate spray for men.

"The intimate spray for men is the first of its kind in the Philippines. I hope that in time, the Joel Cruz Signatures will become known to the Filipino market," says Joel.

With his success and fortune, Joel is now able to do more charity work. As part of the company’s social responsibility and his own mission, he donates to a number of charitable institutions and churches.

What’s next for Joel? He plans to expand his lines by producing more products that c

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DENNIS TRILLO

Abelardo Dennis Florencio Ho (born May 12, 1981 in Quezon City, Philippines), or more famously known as Dennis Trillo is a television and film actor in the Philippines. His film debut Aishite Imasu (Mahal Kita) 1941 which skyrocketed him into a matinee idol status. He is currently an artist of GMA Network, his rise to fame was proven in 2006 when he won the Best Actor trophy thrice that same year defeating heavy contender, Piolo Pascual. Trillo comes from a well-off family, the eldest son in the family. He attended Ateneo de Manila University throughout pre-school and elementary and moved to Jose Abad Santos Memorial High School Then in High School on C.O.L. Community Of Learners . He completed a degree in International Studies at Miriam College.

2008 Carlo J. Caparas' Gagambino Gagambino[9]
2008 Sine Novela Presents: Magdusa Ka Rod
2008 ESP Jared
2008 Bubble Gang Various
2007 Magpakailanman Various
2007 Zaido: Pulis Pangkalawakan Blue Zaido/Gallian Magdalion
2007 Sine Novela Presents: Kung Mahawi Man Ang Ulap Stan Illustre
2007 Super Twins Eliseo Castro & Eliazar Vergara
2006 Now and Forever Presents: Dangal Adrian Villanueva
2006 - Present SOP co-host
2006 Majika Argo
2006 Voltes V: Evolution voice of Steven Armstrong
2005 Etheria: Ang Ikalimang Kaharian ng Encantadia Raquim
2005 Now and Forever Presents: Agos Danilo Cortez
2005 Darna Efren / Lalaking Ahas
2004 Mulawin Gabriel
2004 Love To Love (Season 3): Kissing Beauty Alfred
2003 Twin Hearts Glenn
2002 Kahit Kailan Eboy
2001 Sa Dulo ng Walang Hanggan Jojo
2000 Ispup Various
2000 Pangako Sa yo Ruel
2000 Star Studio ...
2000 Wansapanataym Various


MOVIES

2009 Andres Bonifacio Andres Bonifacio
2008 Sagad sa Buto TBA
2008 I.T.A.L.Y. TBA
2008 Kulam Nanding
2007 Shake, Rattle and Roll 9 Jerome
2006 TxT (movie) Alex
2006 Pamahiin Eric
2005 Blue Moon Kyle Pineda
2005 Mulawin: The Movie Gabriel
2004 Aishite Imasu 1941: Mahal Kita Ignacio Basa / Inya Marasigan
2004 Mano Po 3: My Love Sigmond Dee
2004 Luv Text 2 Lito

AWARDS

2005 PMPC Star Awards Best Actor in a Lead Role
2005 PMPC Star Awards New Movie Actor of the Year
2005 Young Critics Circle Best Actor in a Lead Role
2005 PASADO Awards Pinakapasadong Aktor
2005 Guillermo Mendoza Scholarship Foundation Memorial Awards Most Promising Male Star
2005 Golden Screen Awards (ENPRESS) Breakthrough Performance by an Actor
2005 FAMAS Awards German Moreno Youth Achievement Award
2005 FAMAS Awards Best Actor in a Supporting Role
2005 Gawad Tanglaw Best Actor in a Supporting Role
2004 30th Metro Manila Film Festival Best Actor in a Supporting Role

2006 Cosmoplitan Magazine No. One Cosmopolitan Magazine Bachelor
2006 Pinaka (Television Show) No. Two Pinaka Exciting na Actor
2006 YES! Magazine No. One Young Superstar of the Year
2005 Cosmopolitan Magazine Top Five Cosmo Bachelors
2005 Pinaka (Television Show) No. One Pinaka Hot Male Star of Kapuso Network
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