Necessity is the mother of invention.
For Sheila Hernandez-Nazal of YSA Aesthetics and Wellness, and Cocoon Lifestyle Station, that statement can’t be any truer—from withstanding the test of time in the business to being forced by the pandemic to think outside the box and venture into another business altogether.
YSA Aesthetics and Wellness (YSA, for short) has built a name for itself as one of the experts in beauty and wellness in the Philippines, since it was founded by dermatologist Dr. Isabel Nazal 35 years ago. When Dr. Nazal’s children eventually joined the business, it grew even more. They recognized the need to bring their top-notch aesthetic services closer and more accessible to their clients, who were coming from different parts of the Philippines, and decided to open branches in key cities nationwide.
Sheila herself was not a stranger to beauty and wellness services. She’s always been conscious of how she looked and it was actually when she was exposed to all these options on how to look better and how to age as gracefully as possible that she began to appreciate and actually use the products and services of YSA.
Her early days in managing YSA consisted of making suggestions for operational improvement, learning and being exposed to the inner workings of the business, and handling one branch—all of which equipped her to eventually handle several other branches. Fast forward to the present, she has helped YSA put its stamp on the beauty and wellness industry and establish longevity, banking on its decades worth of experiences and excellent service that have produced a lot of happy, self-confident, and loyal clients.
However, much like the other companies in the industry, YSA was greatly affected by the pandemic. Beauty and wellness services were the first ones to close, but the last ones to eventually reopen. The changing alert levels made it more challenging for YSA to stay afloat and cover operational costs. The company’s needs—the need to find revenue, the need to take care of the staff, and the need to cater to its clients who were looking for its services, in spite of the pandemic—were all key concerns that must be addressed with expediency.
Enter the “traveling clinic” Cocoon Lifestyle Station—Cocoon, as it’s fondly called. Time to uncover what the company proudly claims as “the new face for YSA’s new phase.”
The growth of YSA stemmed from the need to be closer to its clients. The same need triggered the metamorphosis of its operations, albeit in a different atmosphere. Cocoon as a mobile clinic took that to a higher notch and made it its goal to be much closer to them—as in (almost) right at their doorstep. “I thought of a way for YSA to pivot and I thought of Cocoon Lifestyle Station. Because that way, they don't have to go to the malls, the clinics, or the aesthetic centers. We are the ones who would bring the clinics and our services to them at their most convenient time and place,” Sheila shares.
Because of the YSA branches that were shut down, the company was left with several machines, which got Sheila thinking about what to do with them. It wasn’t until she was watching a Korean drama that the idea of a mobile clinic popped into her head. The characters there were staying in a recreational vehicle (RV) and she wondered what that was. “In the [United] States, it’s big and apparently, also in Korea and other countries. Even in the UK, actually; they call it ‘caravan.’ I was researching it because the size was perfect,” she recalls. This kickstarted her deep-dive into the construction, making sure that it complied with the Land Transportation Office (LTO) policies that applied to the type of vehicle she had in mind.
The exteriors alone already required a lot of careful planning, customizing, and detailing, which was a challenge to someone who didn’t know anything much about automobiles. The interiors, however, were the other half of the challenge, especially since Sheila was particular about interior-decorating. She had to find the delicate balance of making sure that the machines and equipment inside were safe from bumpy roads, the space wasn’t too cramped for everything and everyone, and the service provided to the clients wouldn’t be compromised because of the new set-up.
The long process, which included a lot of trips to the car workshop at the height of the pandemic, blossomed into the unassuming and attention-catching Cocoon, which Sheila is immensely proud of. “It's a very new concept and so far, we've been received and welcomed very well. There are so many possibilities for Cocoon and that excites me and excites people as well,” she shares. Plus, because she was so particular about constructing it and she had her clients’ and her own satisfaction in mind, she believes that Cocoon is the first mobile, trailer-type clinic in the Philippines of that size. “Convenience, safety, comfort, and privacy were my priorities when I was conceptualizing and constructing the Cocoon,” she adds.
Soon enough, all the hardwork and effort put into the metamorphosis of Cocoon paid off. “Not only did I cater to my clients, but I also captured a new set of clients. It was very good not just for YSA, but also for Cocoon because I have a lot of plans for Cocoon,” Sheila mentions. This new concept allowed the business to offer a certain exclusivity, a sense of curiosity, and novelty. “There are days when we can only cater to one—not one person, but one family. Because when we visit a client, the mommy suddenly convinces the daddy, the teenage son, and the teenage daughter to avail of our services. Then before we know it, the cousins and other relatives are also there,” she energetically explains. In fact, Cocoon will be a part of several events and special occasions, too, and is ideal for a one-of-a-kind and memorable gift to some clients because of the wonderful experience and personalization that it offers.
From a business and personal perspective, Cocoon was definitely an upside brought about by the pandemic. Sheila believes that another positive effect was when people finally realized why and how they need to make self-care a priority. “At YSA, we also offer drips as an immune system booster and that has several other vitamins. Depending on your need, we would create a cocktail for you,” she shares.
Looking back now, the very quick pivot to Cocoon that the pandemic forced Sheila to do was a blessing in disguise. It made her realize that she, as someone who’s been part of running the business, should always be prepared. “Nobody even thought this would happen and this would take so long. It's a good thing I was able to pivot sooner than the others. I'm lucky we were able to survive it,” she muses.
At the moment, YSA is recovering well from the pandemic, especially since restrictions have eased up. Cocoon, while still in its early stages, is also on the up and up, and its future already looks bright and colorful. Will there be more Cocoons soon? That’s definitely part of the plans, along with other concepts. “While we're doing this, we get to figure out several needs of the clients. So, we're thinking of other concepts connected to Cocoon and still in the aesthetics and wellness business. Slightly different concepts, but just like Cocoon, very innovative and exhilarating,” Sheila says.
On a more personal note, Sheila has another reason to be really excited about the future: her daughter, who’s a doctor, joining the family business. “Because of my love for the aesthetics business, I also molded my daughter to be a doctor, so she will be the one taking over very, very soon,” she excitedly shares. When joked about keeping it all in the family, she laughs and quips, “Luckily, she's very interested also.”
While the company is already laying down pieces for the long-term future, there’s still much to be done for the present and very near future because times are still uncertain, even for a company that’s long been in the industry like YSA, and Cocoon has just started to spread its wings and take flight. Sheila’s secret in achieving the company’s goals? Think fast. “You just have to be able to innovate and adapt swiftly. Because the pattern right now is whoever’s quicker and whoever thinks faster would be the one to survive.”
Discover and know more about YSA Aesthetics and Wellness, and Cocoon Lifestyle Station on Parlon. Follow YSA Aesthetics and Wellness on Facebook and Instagram, and Cocoon Lifestyle Station on Facebook, Instagram, and TikTok.
Photos courtesy of YSA Aesthetics and Wellness, and Cocoon Lifestyle Station
