Beauty and Personal Care in The Philippines

BEAUTY AND PERSONAL CARE
IN THE PHILIPPINES
Euromonitor International
October 2014
BEAUTY AND PERSONAL CARE IN THE PHILIPPINES
LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
Beauty and Personal Care Slightly Decelerates in 2013 .......................................................... 1
Local Market Welcomes the Entry of Imported Brands ............................................................. 1
Unilever Philippines Inc Maintains Market Leadership.............................................................. 1
Sari-sari Distributors Are the Main Distribution Channels for Beauty and Personal Care
Products.................................................................................................................................... 1
Beauty and Personal Care Will Experience Moderate Growth in the Medium Term ................. 1
Key Trends and Developments .................................................................................................... 2
Beauty and Personal Care Sees Slower Growth in 2013 ......................................................... 2
Imported Brands Show More Interest in the Local Market ........................................................ 3
Manufacturers Complement Traditional Marketing Campaigns With Online Efforts ................. 4
Market Data .................................................................................................................................. 4
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Sales of Beauty and Personal Care by Category: Value 2008-2013 ............ 5

Sales of Beauty and Personal Care by Category: % Value Growth
2008-2013 .................................................................................................... 5
Sales of Premium Beauty and Personal Care by Category: Value
2008-2013 .................................................................................................... 6
Sales of Premium Beauty and Personal Care by Category: % Value
Growth 2008-2013 ....................................................................................... 6
GBO Company Shares of Beauty and Personal Care: % Value 20092013 ............................................................................................................. 6
NBO Company Shares of Beauty and Personal Care: % Value 20092013 ............................................................................................................. 7
LBN Brand Shares of Beauty and Personal Care: % Value 2010-2013 ....... 8
Penetration of Private Label in Beauty and Personal Care by
Category: % Value 2008-2013 ..................................................................... 9
Distribution of Beauty and Personal Care by Format: % Value 20082013 ............................................................................................................. 9
Distribution of Beauty and Personal Care by Format and Category: %
Value 2013 ................................................................................................. 10
Forecast Sales of Beauty and Personal Care by Category: Value
2013-2018 .................................................................................................. 12
Forecast Sales of Beauty and Personal Care by Category: % Value
Growth 2013-2018 ..................................................................................... 13
Forecast Sales of Premium Beauty and Personal Care by Category:
Value 2013-2018 ........................................................................................ 13
Forecast Sales of Premium Beauty and Personal Care by Category:
% Value Growth 2013-2018 ....................................................................... 14
Sources ...................................................................................................................................... 14
Summary 1
Research Sources ...................................................................................... 14
Passport
BEAUTY AND PERSONAL CARE IN

THE PHILIPPINES
EXECUTIVE SUMMARY
Beauty and Personal Care Slightly Decelerates in 2013
Following a strong performance in 2012, beauty and personal care in the Philippines slightly
slower retail value growth in current terms in 2013. The economy reported a robust
performance, which helped stimulate demand from smaller, fast growing categories such as
colour cosmetics, mens grooming and sun protection. However, the industry is challenged by
the growing maturity of the largest categories including hair care, skin care, and bath and
shower. Typhoon Yolanda, which devastated Visayas during the fourth quarter, was detrimental
to the operations of both direct sellers and store based retailers, and contributed to the slower
growth.
Local Market Welcomes the Entry of Imported Brands

More imported brands in various categories entered the market in 2013. Improving income
levels in urban areas, exposure to foreign brands via the internet, and more affluent consumers
demand for higher quality products encouraged the entry of more brands. The new entrants
include Systema, Misslyn, Za, Shokubutsu Hana, Gosh Cosmetics, and NYX, among others.
Older brands including Vidal Sassoon, Camay and Philosophy were reintroduced. These
imported brands provided more alternatives to consumers and helped respond to increasing
demand for products with added value.
Unilever Philippines Inc Maintains Market Leadership

Unilever Philippines remains the undisputed leader in the local beauty and personal care
market. The company takes the lions share of retail value sales in major categories like skin
care, hair care and deodorants. Unilever Philippines Inc continues to improve its foothold in the
local market through its commitment to enhancing its product lines with more innovative
offerings, using social media to keep up with its customers, and investing in high-profile
promotional campaigns to strengthen its brands.
Sari-sari Distributors Are the Main Distribution Channels for Beauty and
Personal Care Products
Small neighbourhood sari-sari stores (local convenience stores) remain the most important
distribution channel for beauty and personal care products. These retailers account for around
one quarter of retail value sales, and often carry products in smaller and sachet packaging.
Aside from the more affordable offerings, sari-sari stores benefit from their proximity to
consumers.
Beauty and Personal Care Will Experience Moderate Growth in the

Medium Term
The growing economy in the Philippines is expected to create a backdrop conducive to the
expansion of beauty and personal care products. Manufacturers are projected to maintain their
zest for bringing more products into the market and pushing their brands through more creative
Passport
promotional campaigns via traditional and online media. On the consumer side, the growing
number of young professionals in urban areas will continue to create a pool of more
adventurous buyers who are more willing to try new offerings, demanding more product
benefits, and spending more to improve their looks.
KEY TRENDS AND DEVELOPMENTS

Beauty and Personal Care Sees Slower Growth in 2013
The vibrant economic performance in the Philippines during 2013 contributed to the moderate
growth experienced in beauty and personal care. The country exceeded expectations and
surpassed its regional peers in terms of GDP growth. Annual GDP growth expanded by 7%, up
on the previous year. The robust economic growth in the country was largely driven by
consumer spending. The Bangko Sentral ng Pilipinas estimated that Filipinos personal
spending improved by 6% during the year. Middle-income consumer spending power benefited
from the increasing number of higher-than-average paying jobs from the business process
outsourcing industry and remittances abroad. Buyer confidence remained positive throughout
the year.
These improvements in the macro-economy propelled retail value sales in beauty and
personal care. Filipinos continued to spend on beauty and personal care products as a part of
their daily hygiene, and increasingly, to improve their appearance. However, the industry is
challenged by the increasing maturity of huge categories such as skin care, hair care, and bath
and shower. Furthermore, Typhoon Yolanda, which hit the Philippines, affected spending in
devastated areas in Visayas. These factors affected the performance of direct sellers and store
brands, which have significant customer bases in these areas.
The beauty and personal care industry in the Philippines is characterised by a huge, stable
market with slowing growth and the presence of emerging categories with vibrant performances.
Hair care, which accounted for one quarter of total retail value sales in 2013, witnessed minimal
growth. The most vibrant categories were sun care and colour cosmetics. Fragrances registered
the most sluggish growth.
Outlook
The economy in the Philippines is expected to remain among the most promising in Asia.
Euromonitor International predicts that real GDP growth will range from 5.3% to 5.7% over the
next five years. Though Visayas will focus on rebuilding, the government is expected to assist
financially with reconstruction efforts in 2014. The country will is also set to enjoy a better
position with its balance of payments due to the surge of international aid. Meanwhile, the
Philippines is expected to welcome more foreign investment in the medium term.
The beauty and personal care market will benefit from the good economic prospects in the
next five years. Filipino consumers will continue to allocate a significant portion of their budget to
beauty and personal care products.
The industry will continue to be challenged by the maturity of huge categories. In hair care,
retail value growth is expected to slow in standard shampoos and 2-in-1 products. Skin care will
struggle to expand its customer base to younger buyers. Bath and shower already has deep
penetration and is expected to register a minimal retail value CAGR at constant 2013 prices
over the forecast period. The popularity of lesser brands products among lower and middleincome consumers will contribute to the slower performance of these huge categories. Despite
the presence of fast growing categories within these, it is expected that market base expansion
will come from the price conscious consumers.
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Colour cosmetics is expected to register the strongest retail value CAGR at constant 2013
prices over the forecast period as more Filipinos are expected to use these products daily.
Meanwhile, sun care will benefit from tourism and increasing consumer awareness about the
suns harmful effects. Depilatories, on the other hand, will also post an above-average CAGR as
consumers buy higher priced products such as hair bleaches and wax.
Imported Brands Show More Interest in the Local Market

More foreign brands entered the market in 2013, taking advantage of Filipinos desire for
more alternatives and products with added-value benefits. While most of the brands introduced
were new, others had operated in the country before and were returning to the market. It is also
interesting to note that while some products are positioned as premium, some have mid-range
and economy positioning.
The vibrant colour cosmetics category saw the introduction of European cosmetic brands
Misslyn, Essence, Deborah Milano, Gosh Cosmetics, and Flormar as well as other brands like
NYX and BTS. Oral care saw the entry of Japanese lifestyle oral care brands Zact and Systema.
Masstige brand Za by Shiseido Co Ltd was also introduced in 2013. Market leader Unilever
Philippines Inc introduced its newest premium hair care brand TONI&GUY. Following the
successful reintroduction of beauty soap brand Camay in 2012, Procter & Gamble Philippines
Inc resurrected its hair care brand Vidal Sassoon. Philosophy, which has lines in fragrances,
skin care, and colour cosmetics, also re-entered in 2013.
Imported brands interest in the market in the Philippines provided customers with a wider
array of choices, allowing them to choose products that provide the benefits they need. Though
none of these new entrants have a significant market share yet, they are beginning to carve out
specific consumer niches, especially among more affluent buyers. Brands which have addedvalue benefits might be able to improve market sales in mature categories.
Outlook
The good economic prospects in the Philippines are expected to encourage the entry of more
imported brands. Consumer spending is expected to be the primary driver of growth in the
country, with an increasing base of middle-income consumers in Metro Manila and key cities
nationwide. Imported brands are expected to appeal more to affluent consumers who are
looking for added-value benefits and better-than-mainstream brands.
The success of the mass brands launched in 2013 is dependent on their ability to establish
strong brand images and differentiate themselves from the competition. Despite the number of
new brands, only Systema, Hana and Vidal Sassoon invested in wide advertising campaigns.
Consumer awareness might help propel these brands but they will be challenged by the strong
position of industry stalwarts with an established market base. Another challenge for mass
brands will be encouraging highly loyal customers to shift to new products. Established players
invest heavily in product innovation and aggressive marketing campaigns thus newly introduced
foreign mass brands are likely to achieve only limited success. Creation of market niches is
possible but gaining mainstream popularity is unlikely given the strong position of incumbents.
Premium brands entering the local market might have better opportunities in gaining clientele
among more upscale consumers. The higher levels of income in Metro Manila and increasing
consumer awareness of premium brands abroad via travel and online communities create a
backdrop conducive to growth. More affluent buyers are increasingly becoming interested in
premium products, especially those popular in other countries.
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Manufacturers Complement Traditional Marketing Campaigns With

Online Efforts
As Filipino consumers become increasingly tech-savvy, manufacturers are augmenting
traditional promotional efforts with online strategies. The growing penetration of the internet in
the Philippines, which is stimulated by cheap mobile devices with internet connectivity, is
shaping the way consumers access information and use it in decision making. Manufacturers
have been quick to take advantage of these developments and increasingly integrate online
campaigns with traditional methods.
The local beauty and personal care industry continues to be among the highest spenders in
terms of television advertising. Manufacturers aggressively promote products through traditional
media but are noticeably referring to their social media pages in tri-media campaigns. For
instance, Palmolive Naturals television commercials encourage consumers to visit the brands
Facebook page for more product information and brand updates. This is the same strategy
employed by market leaders Unilever Philippines Inc and Procter & Gamble Philippines Inc,
where customers are advised to check details of promotional campaigns on Facebook. Unilever
Philippines Inc also opened its new website called Manifesto which will serve as an online
community for men and tackles topics such as grooming, money, technology and sports, among
others.
Another development in 2013 was the increasing use of YouTube videos that features high
profile celebrities. Mass general body care brand Jergens raised consumer awareness of its
brands through its online romantic comedy, which led to subsequent online contests. Another
popular YouTube video series for Head & Shoulders featured famous actor John Lloyd Cruz and
internet sensation Ramon Bautista.
Beauty bloggers also took a step forward and started testing well-known brands and sharing
their experience through vlogs. Online contests which encourage consumers to share their
pictures and experiences with brands are also popular. These not only give buyers more sense
of involvement and brand attachment but also serve as a testimony to the efficacy of the brand.
Outlook
Online and social media strategies are expected to increase in importance in the next five
years. While traditional advertising campaigns such as television, radio and print will continue to
be the primary means of reaching buyers, online campaigns are expected to become more
prevalent and necessary to cater to younger, tech-savvy buyers. The internet will be an
important touchpoint that manufacturers will utilise in order to have a holistic marketing
approach.
Social networking sites such as Facebook and Twitter will remain the most popular spaces for
brands to directly connect with buyers. Manufacturers will also increasingly invest in the
production of online videos to post relevant brand information, place celebrity endorsements,
and give tutorials on how to use their products. Celebrities will continue to become key brand
ambassadors but the possibility of having blogger endorsers is also possible.
The use of internet campaigns is expected to help manufacturers build their brands and gain
the awareness and loyalty of young consumers. As most internet users are in their teens and
twenties, online campaigns are good opportunities to introduce brands to first-time users,
allowing manufacturers to expand their customer bases. The use of online videos for tutorials
can educate consumers about product usage and create better opportunities for brands in
colour cosmetics, depilatories and mens grooming.
MARKET DATA
Passport
Table 1
Passport
Sales of Beauty and Personal Care by Category: Value 2008-2013
PHP million
Baby and Child-specific

Products
Bath and Shower
Colour Cosmetics
Deodorants
Depilatories
Fragrances
Hair Care
Men's Grooming
Oral Care
Oral Care Excl Power
Toothbrushes
Skin Care
Sun Care
Sets/Kits
Premium Beauty and
Personal Care
Mass Beauty and
Personal Care
Beauty and Personal Care
Source:
Note 1:
Note 2:
Table 2
2008
2009
2010
2011
2012
2013
5,931.3
6,266.4
6,732.4
6,971.3
7,239.1
7,508.6
24,894.5
4,962.9
5,982.7
118.7
7,115.8
29,176.4
3,055.3
19,169.2
19,080.6
25,262.1
5,399.7
6,267.1
127.2
7,281.6
28,943.7
3,240.8
17,380.5
17,289.5
25,911.6
5,768.4
6,182.9
133.8
7,639.8
30,957.8
3,419.2
18,454.6
18,361.2
26,700.3
6,249.6
6,355.8
140.2
7,554.5
32,752.0
3,561.4
19,455.0
19,359.7
27,358.2
7,062.0
6,536.0
148.2
7,533.9
33,995.1
3,752.4
20,172.6
20,074.9
28,091.3
7,290.4
6,908.9
157.3
7,154.9
34,784.8
3,925.7
20,979.3
20,882.9
23,962.8
252.5
298.6
6,013.0
25,492.3
261.5
279.2
6,277.1
28,324.4
275.0
342.0
6,710.7
29,675.0
310.2
361.8
6,995.3
31,071.6
344.8
398.0
7,198.5
32,207.1
379.1
561.2
7,239.8
96,564.5
99,176.5
105,423.9
109,935.3
114,340.3
117,646.5
123,059.8
124,186.2
131,976.9
137,806.1
143,171.3
147,375.1
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Premium/mass beauty and personal care sales are additionally included within baby and child-specific
products, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and
sun care.
Sum of categories is greater than market size because the four mens toiletries categories are included
in mens grooming as well as in bath and shower, deodorants, hair care and skin care.
Sales of Beauty and Personal Care by Category: % Value Growth 2008-2013
% current value growth
Baby and Child-specific Products

Bath and Shower
Colour Cosmetics
Deodorants
Depilatories
Fragrances
Hair Care
Men's Grooming
Oral Care
Oral Care Excl Power Toothbrushes
Skin Care
Sun Care
Sets/Kits
Premium Beauty and Personal Care
Mass Beauty and Personal Care
Source:
Note 1:
2012/13
2008-13 CAGR
2008/13 Total
3.7
2.7
3.2
5.7
6.2
-5.0
2.3
4.6
4.0
4.0
3.7
10.0
41.0
0.6
2.9
2.9
4.8
2.4
8.0
2.9
5.8
0.1
3.6
5.1
1.8
1.8
6.1
8.5
13.5
3.8
4.0
3.7
26.6
12.8
46.9
15.5
32.5
0.5
19.2
28.5
9.4
9.4
34.4
50.1
88.0
20.4
21.8
19.8
sun care.
Note 2:
Passport
Table 3
Sales of Premium Beauty and Personal Care by Category: Value 2008-2013
PHP million
Premium Baby and Childspecific Products

Premium Bath and Shower
Premium Colour Cosmetics
Premium Deodorants
Premium Fragrances
Premium Hair Care
Premium Skin Care
Premium Sun Care
Premium Sets/Kits
Premium Beauty and
Personal Care
Source:
Note:
2008
2009
2010
2011
2012
2013
118.6
112.8
117.8
118.5
119.4
120.1
410.8
312.7
71.8
2,454.0
367.6
2,258.8
1.8
17.0
6,013.0
429.5
337.5
72.7
2,555.6
349.5
2,392.3
1.8
25.4
6,277.1
445.7
357.6
69.2
2,665.9
389.1
2,636.0
1.9
27.4
6,710.7
475.3
384.4
69.9
2,726.4
413.4
2,782.9
2.1
22.4
6,995.3
506.1
430.8
70.6
2,799.8
438.0
2,807.5
2.3
23.9
7,198.5
533.7
441.1
73.2
2,738.6
467.1
2,832.5
2.4
31.0
7,239.8
sun care.
Table 4
Sales of Premium Beauty and Personal Care by Category: % Value Growth

2008-2013
% current value growth
Premium Baby and Child-specific Products

Premium Deodorants
Premium Fragrances
Premium Hair Care
Premium Skin Care
Premium Sun Care
Premium Sets/Kits
Source:
Note:
2012/13
2008-13 CAGR
2008/13 Total
0.6
5.5
2.4
3.7
-2.2
6.6
0.9
6.6
29.7
0.6
0.3
5.4
7.1
0.4
2.2
4.9
4.6
6.5
12.7
3.8
1.3
29.9
41.1
2.0
11.6
27.1
25.4
37.3
82.0
20.4
sun care.
Table 5
GBO Company Shares of Beauty and Personal Care: % Value 2009-2013
% retail value rsp

Company
2009
2010
2011
2012
2013
Unilever Group
Procter & Gamble Co, The
Colgate-Palmolive Co
Avon Products Inc
16.2
17.4
12.8
9.1
19.6
16.9
12.9
9.3
20.3
17.0
12.4
8.7
20.5
17.0
12.2
8.6
21.0
17.1
12.2
8.1
Johnson & Johnson Inc

Splash Corp
Beiersdorf AG
Cosmetique Asia
L'Oral Groupe
Ever Bilena Cosmetics Inc
Lamoiyan Corp
Tupperware Brands Corp
Este Lauder Cos Inc
Li & Fung Ltd
Green Cross Inc
GlaxoSmithKline Plc
Rogemson Co Inc, The
Sanofi
Mary Kay Inc
United Laboratories Inc
Coty Inc
Nu Skin Enterprises Inc
Kao Corp
Suyen Corp
Trinidad Cosmetics
Laboratories Inc
Amway Corp
Elizabeth Arden Inc
Energizer Holdings Inc
Mandom Corp
Dermpharma Inc
Private Label
Others
Total
Source:
Passport
5.5
3.4
2.4
1.1
2.4
0.9
1.3
1.0
1.0
0.8
0.5
0.6
0.5
0.5
0.4
0.5
0.1
0.5
0.3
0.4
5.5
3.5
2.6
1.3
2.5
1.0
1.4
0.9
1.1
0.8
0.4
0.6
0.5
0.5
0.4
0.5
0.3
0.5
0.3
0.3
5.3
3.5
2.6
1.8
2.6
1.1
1.4
0.9
1.1
0.7
0.5
0.6
0.5
0.5
0.4
0.4
0.4
0.5
0.3
0.3
4.9
3.6
2.7
1.9
2.3
1.4
1.4
1.2
1.1
0.7
0.5
0.5
0.5
0.5
0.4
0.4
0.4
0.4
0.4
0.3
4.9
3.7
2.7
2.1
1.8
1.4
1.4
1.2
1.2
0.8
0.7
0.6
0.6
0.6
0.5
0.5
0.4
0.4
0.4
0.4
0.3
0.3
0.2
0.3
0.2
0.2
0.3
18.7
100.0
0.3
0.3
0.2
0.2
0.2
0.4
14.9
100.0
0.3
0.3
0.2
0.2
0.2
0.4
14.5
100.0
0.3
0.3
0.3
0.2
0.2
0.4
14.2
100.0
0.3
0.3
0.3
0.2
0.2
0.4
13.5
100.0
Table 6
NBO Company Shares of Beauty and Personal Care: % Value 2009-2013
% retail value rsp

Company
Unilever Philippines Inc
Procter & Gamble
Philippines Inc
Colgate-Palmolive
Philippines Inc
Avon Cosmetics Inc
Johnson & Johnson
(Philippines) Inc
Splash Corp
Beiersdorf AG
Cosmetique Asia
Oral-B Laboratories
Philippines Inc
Ever Bilena Cosmetics Inc
Lamoiyan Corp
Tupperware Brands
Philippines Inc
L'Oral Philippines Inc
Este Lauder Cos Inc
Green Cross Inc
Sanofi-Aventis
2009
2010
2011
2012
2013
16.9
14.7
19.7
14.3
20.2
14.3
20.9
14.3
21.5
14.6
13.0
13.0
12.5
12.3
12.3
9.1
5.5
9.3
5.5
8.7
5.3
8.6
4.9
8.1
4.9
3.4
2.4
1.1
2.1
3.5
2.6
1.3
2.0
3.5
2.6
1.8
2.0
3.6
2.7
1.9
2.0
3.7
2.7
2.1
2.0
0.9
1.3
1.0
1.0
1.4
1.6
1.1
1.4
1.5
1.4
1.4
1.4
1.4
1.4
1.2
1.8
1.0
0.8
0.5
1.8
1.0
0.8
0.5
1.9
1.0
0.7
0.5
1.6
1.0
0.7
0.6
1.2
1.1
0.7
0.6
Philippines Inc
Rogemson Co Inc, The
GlaxoSmithKline
Philippines Inc
Mary Kay Philippines Inc
Dermpharma Inc
United Laboratories Inc
JVS Worldwide Inc
Nu Skin Enterprises
Philippines Inc
Suyen Corp
Trinidad Cosmetics
Laboratories Inc
Kao Brands Co
Amway Philippines LLC
Elizabeth Arden Inc
Energizer Philippines Inc
Davidoff Parfums
Sara Lee Philippines Inc
Fuller Life Direct
Selling Philippines, Inc
Other Private Label
Others
Total
Source:
Passport
0.6
0.5
0.6
0.4
0.6
0.4
0.5
0.5
0.6
0.5
0.5
0.5
0.4
0.5
0.1
0.5
0.5
0.4
0.5
0.3
0.5
0.5
0.4
0.5
0.4
0.5
0.5
0.4
0.5
0.4
0.5
0.5
0.5
0.5
0.4
0.3
0.4
0.3
0.3
0.3
0.3
0.4
0.3
0.4
0.3
0.4
0.3
0.2
0.2
0.2
2.7
0.6
0.4
0.3
0.3
0.2
0.2
-
0.4
0.3
0.3
0.2
0.2
-
0.3
0.3
0.3
0.2
0.2
-
0.3
0.3
0.3
0.3
0.3
-
0.3
15.8
100.0
0.4
15.4
100.0
0.4
15.2
100.0
0.4
14.9
100.0
0.4
14.7
100.0
Table 7
LBN Brand Shares of Beauty and Personal Care: % Value 2010-2013
% retail value rsp

Brand
Safeguard
Cream Silk
Johnson's Baby
Pond's
Palmolive Naturals
Sunsilk
Palmolive
Pantene
Eskinol
Silka
Colgate
Braun Oral-B
Head & Shoulders
Colgate Fresh
Confidence
Close-Up
SkinWhite
Nivea Body
Hapee
Company
Procter & Gamble
Philippines Inc
Johnson & Johnson
(Philippines) Inc
Colgate-Palmolive
Philippines Inc
Colgate-Palmolive
Philippines Inc
Procter & Gamble
Philippines Inc
Cosmetique Asia
Colgate-Palmolive
Philippines Inc
Oral-B Laboratories
Philippines Inc
Procter & Gamble
Philippines Inc
Colgate-Palmolive
Philippines Inc
Splash Corp
Beiersdorf AG
Lamoiyan Corp
2010
2011
2012
2013
6.0
6.0
5.9
6.0
3.7
3.7
3.9
3.8
4.2
3.6
4.7
3.6
2.7
2.7
2.7
2.8
2.8
2.8
2.9
2.9
2.8
3.3
2.8
2.7
2.8
2.5
2.7
2.4
2.0
2.0
2.1
2.2
2.0
1.3
1.9
2.0
1.8
1.9
2.1
1.9
1.9
2.2
2.1
2.0
2.0
2.0
2.0
2.0
1.9
1.9
1.9
1.9
1.7
1.6
1.6
1.7
1.6
1.3
1.3
1.3
1.6
1.4
1.3
1.3
1.6
1.4
1.3
1.3
1.6
1.4
1.3
1.3
Zest
Rejoice
Vaseline
Olay
Rexona
Simply Pretty
Clear
AVON Color
Maxi-Peel
Dove
Finesse
Avon Naturals
L'Oral Studio Line
Other Private Label
Others
Total
Source:
Passport
Procter & Gamble

Philippines Inc
Procter & Gamble
Philippines Inc
Procter & Gamble
Philippines Inc
Avon Cosmetics Inc
Avon Cosmetics Inc
Splash Corp
Avon Cosmetics Inc
L'Oral Philippines Inc
1.3
1.2
1.2
1.2
1.1
1.1
1.1
1.2
1.1
1.0
1.1
1.0
1.1
1.0
1.1
1.1
1.1
1.1
1.0
0.8
0.9
0.8
0.8
1.0
0.8
0.4
44.1
100.0
1.0
1.2
1.0
0.9
0.9
0.8
0.8
0.8
0.8
0.4
43.7
100.0
1.0
1.1
1.0
1.0
0.9
0.8
0.8
0.9
0.4
0.4
43.4
100.0
1.1
1.1
1.0
0.9
0.9
0.8
0.8
0.8
0.4
42.8
100.0
Table 8
Penetration of Private Label in Beauty and Personal Care by Category: %

Value 2008-2013
% retail value rsp

Bath and Shower
Fragrances
Hair Care
Men's Grooming
Mass Beauty and
Personal Care
Source:
2008
2009
2010
2011
2012
2013
0.3
0.4
0.9
0.7
1.3
0.4
0.3
0.4
0.8
0.8
1.2
0.4
0.4
0.5
0.8
0.8
1.2
0.4
0.4
0.5
0.8
0.8
1.2
0.4
0.4
0.5
0.9
0.9
1.2
0.4
0.4
0.6
1.0
0.9
1.1
0.5
Table 9
Distribution of Beauty and Personal Care by Format: % Value 2008-2013
% retail value rsp
Store-Based Retailing
- Grocery Retailers
-- Modern Grocery
Retailers
--- Convenience Stores
--- Discounters
--- Forecourt Retailers
--- Hypermarkets
--- Supermarkets
-- Traditional Grocery
Retailers
--- Food/drink/tobacco
specialists
--- Independent Small
2008
2009
2010
2011
2012
2013
86.9
55.3
23.1
85.7
54.6
23.1
85.0
54.2
23.3
85.7
54.7
23.4
85.5
54.3
23.5
85.7
54.3
23.8
0.6
0.1
2.6
19.8
32.2
0.7
0.1
2.6
19.7
31.5
0.7
0.1
2.7
19.9
30.9
0.7
0.1
2.7
19.9
31.3
0.7
0.1
2.8
19.9
30.8
0.7
0.1
2.9
20.1
30.5
6.2
6.0
5.8
5.7
5.6
5.6
Grocers
--- Other Grocery
Retailers
- Non-Grocery Retailers
-- Apparel specialist
retailers
-- Electronics and
Appliance Specialist
Retailers
-- Health and Beauty
Specialist Retailers
--- Beauty Specialist
Retailers
--- Chemists/Pharmacies
--- Parapharmacies/
Drugstores
--- Other BPC Health
and Beauty Specialist
Retailers
-- Home and Garden
--- Furniture and
Homewares Stores
-- Mixed Retailers
--- Department Stores
--- Mass Merchandisers
--- Variety Stores
--- Warehouse Clubs
-- Other Non-Grocery
Retailers
--- Outdoor Markets
--- Other BPC NonGrocery Retailers
Non-Store Retailing
- Direct Selling
- Homeshopping
- Internet Retailing
- Vending
Non-retail channels
- Hair Salons
Total
Source:
Passport
26.0
25.6
25.2
25.6
25.2
25.0
31.6
-
31.1
-
30.8
-
31.0
-
31.2
-
31.4
-
18.0
18.0
17.9
18.0
18.2
18.4
2.7
2.7
2.6
2.6
2.7
2.7
0.2
15.2
0.2
15.1
0.2
15.1
0.2
15.2
0.2
15.3
0.2
15.5
0.0
0.0
0.0
0.0
0.0
0.0
13.0
13.0
0.6
12.6
12.6
0.6
12.4
12.4
0.6
12.4
12.4
0.5
12.5
12.5
0.5
12.5
12.5
0.5
0.5
0.1
0.5
0.1
0.5
0.1
0.4
0.1
0.4
0.1
0.4
0.1
12.9
12.8
0.1
0.2
0.2
100.0
14.1
14.0
0.1
0.2
0.2
100.0
14.8
14.7
0.1
0.2
0.2
100.0
14.2
14.0
0.1
0.2
0.2
100.0
14.4
14.2
0.1
0.2
0.2
100.0
14.2
14.0
0.1
0.2
0.2
100.0
Table 10
Distribution of Beauty and Personal Care by Format and Category: % Value

2013
% retail value rsp
Grocery Retailers
Modern Grocery Retailers
Convenience Stores
Discounters
Forecourt Retailers
Hypermarkets
Supermarkets
Traditional Grocery
BC
BS
CC
DP
86.8
59.6
34.6
1.6
0.0
0.0
4.5
28.5
25.0
93.3
60.9
22.9
0.7
0.0
0.4
3.2
18.6
38.1
30.7
6.4
5.2
1.0
0.0
0.0
0.6
3.5
1.2
64.9
39.9
28.0
1.6
0.0
0.0
2.8
23.5
11.9
99.1
62.2
28.3
4.3
0.0
0.0
1.5
22.4
33.9
44.9
7.6
7.0
0.7
0.0
0.0
1.5
4.8
0.7
10
Retailers
Food/drink/tobacco
specialists
Independent Small Grocers
Other Grocery Retailers
Non-Grocery Retailers
Apparel specialist
retailers
Electronics and
Retailers
Health and Beauty
Beauty Specialist
Retailers
Chemists/Pharmacies
Parapharmacies/Drugstores
Other BPC Health and
Beauty Specialist
Retailers
Home and Garden
Furniture and Homewares
Stores
Mixed Retailers
Department Stores
Mass Merchandisers
Variety Stores
Warehouse Clubs
Other Non-Grocery
Retailers
Outdoor Markets
Other BPC Non-Grocery
Retailers
Non-Store Retailing
Direct Selling
Homeshopping
Internet Retailing
Vending
Non-retail channels
Hair Salons
Total
Grocery Retailers
Modern Grocery Retailers
Convenience Stores
Discounters
Forecourt Retailers
Hypermarkets
Supermarkets
Traditional Grocery
Retailers
Food/drink/tobacco
specialists
Independent Small Grocers
Other Grocery Retailers
Non-Grocery Retailers
Apparel specialist
Passport
0.0
0.0
0.0
0.0
0.0
0.0
10.0
15.0
27.1
0.0
7.3
30.8
32.4
0.0
0.3
0.9
24.3
0.0
4.2
7.7
25.0
0.0
3.5
30.4
36.9
0.0
0.2
0.4
37.3
0.0
0.0
0.0
0.0
0.0
0.0
0.0
13.7
23.9
10.3
12.3
18.6
6.7
3.3
3.1
7.1
5.4
5.0
6.7
0.5
9.9
0.0
0.2
20.6
0.0
0.0
3.2
0.0
0.0
6.8
0.0
2.4
11.2
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
13.5
13.5
0.0
0.0
0.0
0.0
7.5
7.5
0.0
0.0
0.0
1.0
14.0
14.0
0.0
0.0
0.0
0.0
12.7
12.7
0.0
0.0
0.0
0.1
17.1
17.1
0.0
0.0
0.0
1.2
28.9
28.9
0.0
0.0
0.0
1.7
0.0
0.0
1.0
0.0
0.0
0.0
0.1
0.0
1.2
0.0
0.0
1.7
13.2
13.2
0.0
0.0
0.0
100.0
6.7
6.5
0.0
0.2
0.0
100.0
69.3
69.2
0.0
0.2
0.0
100.0
35.1
35.1
0.0
0.0
0.0
100.0
0.9
0.9
0.0
0.0
0.0
100.0
55.1
54.1
0.0
1.0
0.0
100.0
HC
MG
OC
SC
SU
SK
98.2
68.2
24.9
0.0
0.0
0.0
2.9
22.0
43.3
80.9
49.4
26.3
2.0
0.0
0.0
2.4
21.9
23.1
99.9
70.2
21.9
0.0
0.0
0.0
2.3
19.6
48.3
82.2
46.9
29.1
1.3
0.0
0.0
3.7
24.1
17.8
95.8
47.5
39.0
8.2
0.0
0.0
4.5
26.3
8.5
35.0
15.0
15.0
0.0
0.0
0.0
5.0
10.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
7.9
35.4
30.0
0.0
4.8
18.3
31.5
0.0
8.2
40.1
29.7
0.0
1.6
16.2
35.3
0.0
2.0
6.5
48.3
0.0
0.0
0.0
20.0
0.0
11
retailers
Electronics and
Retailers
Health and Beauty
Beauty Specialist
Retailers
Chemists/Pharmacies
Parapharmacies/Drugstores
Other BPC Health and
Beauty Specialist
Retailers
Home and Garden
Furniture and Homewares
Stores
Mixed Retailers
Department Stores
Mass Merchandisers
Variety Stores
Warehouse Clubs
Other Non-Grocery
Retailers
Outdoor Markets
Other BPC Non-Grocery
Retailers
Non-Store Retailing
Direct Selling
Homeshopping
Internet Retailing
Vending
Non-retail channels
Hair Salons
Total
Source:
Key:
Passport
0.0
0.0
0.0
0.0
0.0
0.0
20.6
16.7
17.1
18.9
21.0
9.0
1.3
6.5
0.0
2.6
6.8
7.5
0.1
19.1
0.0
0.0
10.1
0.0
0.1
17.0
0.0
0.2
16.1
0.0
1.1
13.1
0.0
0.0
1.5
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
8.7
8.7
0.0
0.0
0.0
0.7
14.0
14.0
0.0
0.0
0.0
0.8
12.3
12.3
0.0
0.0
0.0
0.3
16.3
16.3
0.0
0.0
0.0
0.1
27.3
27.3
0.0
0.0
0.0
0.0
11.0
11.0
0.0
0.0
0.0
0.0
0.7
0.0
0.8
0.0
0.3
0.0
0.1
0.0
0.0
0.0
0.0
0.0
1.0
1.0
0.0
0.0
0.0
0.7
0.7
100.0
19.1
19.1
0.0
0.0
0.0
100.0
0.1
0.1
0.0
0.0
0.0
100.0
17.8
17.6
0.0
0.2
0.0
100.0
4.3
4.3
0.0
0.0
0.0
100.0
65.0
65.0
0.0
0.0
0.0
100.0
BC = baby and child-specific products; BS = bath and shower; CC = colour cosmetics; D = deodorants;
DP = depilatories; F = fragrances; HC = hair care; MG = mens grooming; OC = oral care; SC = skin
care; SU = sun care; SK = sets/kits
Table 11
Forecast Sales of Beauty and Personal Care by Category: Value 2013-2018
PHP million
Baby and Child-specific

Products
Bath and Shower
Colour Cosmetics
Deodorants
Depilatories
Fragrances
Hair Care
Men's Grooming
Oral Care
Oral Care Excl Power
Toothbrushes
2013
2014
2015
2016
2017
2018
7,508.6
7,562.4
7,631.2
7,743.0
7,884.8
8,055.0
28,091.3
7,290.4
6,908.9
157.3
7,154.9
34,784.8
3,925.7
20,979.3
20,882.9
27,983.2
7,505.9
7,094.7
162.5
7,010.4
35,372.5
4,042.7
21,123.9
21,027.2
27,851.7
7,797.4
7,201.8
167.6
7,008.5
35,970.3
4,130.7
21,245.7
21,148.7
27,876.8
8,136.6
7,315.3
173.3
7,102.6
36,718.6
4,237.5
21,513.8
21,416.6
28,035.4
8,519.9
7,438.6
179.5
7,265.0
37,564.4
4,364.1
21,918.9
21,821.6
28,331.8
8,943.3
7,573.2
186.4
7,476.3
38,495.6
4,507.8
22,438.9
22,341.5
12
Skin Care
Sun Care
Sets/Kits
Premium Beauty and
Personal Care
Mass Beauty and
Personal Care
Source:
Note 1:
Note 2:
Passport
32,207.1
379.1
561.2
7,239.8
32,585.2
402.8
667.6
7,311.3
33,046.3
426.1
697.8
7,327.3
33,726.6
448.8
693.5
7,435.5
34,612.2
470.8
664.1
7,621.4
35,682.6
491.7
618.1
7,831.4
117,646.5
118,873.5
120,303.8
122,326.3
124,833.8
127,836.3
147,375.1
148,830.5
150,410.3
152,828.4
155,952.3
159,715.8
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
sun care.
Table 12
Forecast Sales of Beauty and Personal Care by Category: % Value Growth

2013-2018
% constant value growth

2013-18 CAGR
2013/18 TOTAL
1.4
0.2
4.2
1.9
3.4
0.9
2.0
2.8
1.4
1.4
2.1
5.3
2.0
1.6
1.7
1.6
7.3
0.9
22.7
9.6
18.5
4.5
10.7
14.8
7.0
7.0
10.8
29.7
10.1
8.2
8.7
8.4
Baby and Child-specific Products

Bath and Shower
Colour Cosmetics
Deodorants
Depilatories
Fragrances
Hair Care
Men's Grooming
Oral Care
Oral Care Excl Power Toothbrushes
Skin Care
Sun Care
Sets/Kits
Mass Beauty and Personal Care
Source:
Note 1:
Note 2:
trade sources
sun care.
Table 13
Forecast Sales of Premium Beauty and Personal Care by Category: Value

2013-2018
PHP million
Premium Baby and Childspecific Products

Premium Deodorants
Premium Fragrances
Premium Hair Care
2013
2014
2015
2016
2017
2018
120.1
117.2
114.5
112.3
114.3
112.8
533.7
441.1
73.2
2,738.6
467.1
559.7
450.4
74.5
2,768.1
489.2
584.9
397.3
74.9
2,801.3
511.2
585.4
406.8
73.2
2,850.8
539.3
616.8
426.0
74.4
2,912.6
565.8
651.6
447.2
75.7
2,981.7
594.1
13
Premium Skin Care

Premium Sun Care
Premium Sets/Kits
Premium Beauty and
Personal Care
Source:
Note:
2,832.5
2.4
31.0
7,239.8
Passport
2,813.1
2.5
36.8
7,311.3
2,802.4
2.5
38.4
7,327.3
2,826.3
2.6
38.8
7,435.5
2,870.9
2.7
37.9
7,621.4
2,929.7
2.8
35.9
7,831.4
trade sources
sun care.
Table 14
Forecast Sales of Premium Beauty and Personal Care by Category: % Value

Growth 2013-2018
% constant value growth

2013-18 CAGR
2013/18 TOTAL
-1.3
4.1
0.3
0.7
1.7
4.9
0.7
2.6
3.0
1.6
-6.1
22.1
1.4
3.4
8.9
27.2
3.4
13.5
15.7
8.2
Premium Baby and Child-specific Products

Premium Deodorants
Premium Fragrances
Premium Hair Care
Premium Skin Care
Premium Sun Care
Premium Sets/Kits
Source:
Note:
trade sources
sun care.
SOURCES
Sources used during the research included the following:
Summary 1
Trade Press
Research Sources
Beauty Business News
Beauty International
Bussiness World Online
Cosmetique News
European Cosmetic Markets
Forbes
Happi Magazine
Inquirer.net
International Cosmetique News
Manila Bulletin
PR Newswire
Soap Perfumery & Cosmetics
14
Passport
SunStar Network
Source:
15

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BEAUTY AND PERSONAL CARE

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

LIST OF CONTENTS AND TABLES

Sales of Beauty and Personal Care by Category: Value 2008-2013 ............ 5

Research Sources ...................................................................................... 14

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

BEAUTY AND PERSONAL CARE IN

Local Market Welcomes the Entry of Imported Brands

Unilever Philippines Inc Maintains Market Leadership

Beauty and Personal Care Will Experience Moderate Growth in the

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

KEY TRENDS AND DEVELOPMENTS

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Imported Brands Show More Interest in the Local Market

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Manufacturers Complement Traditional Marketing Campaigns With

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Sales of Beauty and Personal Care by Category: Value 2008-2013

Baby and Child-specific

Sales of Beauty and Personal Care by Category: % Value Growth 2008-2013

% current value growth

Baby and Child-specific Products

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Sales of Premium Beauty and Personal Care by Category: Value 2008-2013

Premium Baby and Childspecific Products

Sales of Premium Beauty and Personal Care by Category: % Value Growth

% current value growth

Premium Baby and Child-specific Products

GBO Company Shares of Beauty and Personal Care: % Value 2009-2013

% retail value rsp

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Johnson & Johnson Inc

NBO Company Shares of Beauty and Personal Care: % Value 2009-2013

% retail value rsp

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

LBN Brand Shares of Beauty and Personal Care: % Value 2010-2013

% retail value rsp

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Procter & Gamble

Penetration of Private Label in Beauty and Personal Care by Category: %

% retail value rsp

Beauty and Personal Care

Distribution of Beauty and Personal Care by Format: % Value 2008-2013

% retail value rsp

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Distribution of Beauty and Personal Care by Format and Category: % Value

% retail value rsp

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Forecast Sales of Beauty and Personal Care by Category: Value 2013-2018

Baby and Child-specific

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Forecast Sales of Beauty and Personal Care by Category: % Value Growth

% constant value growth

Baby and Child-specific Products

Forecast Sales of Premium Beauty and Personal Care by Category: Value

Premium Baby and Childspecific Products

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Premium Skin Care

Forecast Sales of Premium Beauty and Personal Care by Category: % Value

% constant value growth

Premium Baby and Child-specific Products

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES