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BEAUTY AND PERSONAL CARE

IN THE PHILIPPINES
Euromonitor International
June 2013

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

LIST OF CONTENTS AND TABLES


Executive Summary ..................................................................................................................... 1
Beauty and Personal Care Sustains Moderate Growth in 2012 ................................................ 1
Manufacturers Utilise Social Media for Promotion .................................................................... 1
Multinationals Dominate Beauty and Personal Care................................................................. 1
Traditional Grocery Retailers Is the Most Important Distribution Channel ................................ 1
Growth in Beauty and Personal Care Expected To Slow Down in the Forecast Period............ 1
Key Trends and Developments .................................................................................................... 2
Economic Growth Bolsters Demand for Beauty and Personal Care Products .......................... 2
Whitening Remains A Key Product Benefit Across Categories ................................................ 3
Traditional Promotional Campaigns Embrace Social Media ..................................................... 4
Beauty Boxes Enter the Philippines .......................................................................................... 5
Beauty on A Budget Remains the Local Mantra ....................................................................... 6
Market Data .................................................................................................................................. 7
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 2007-2012 ............ 7


Sales of Beauty and Personal Care by Category: % Value Growth
2007-2012 .................................................................................................... 8
Sales of Premium Cosmetics by Category: Value 2007-2012 ...................... 8
Sales of Premium Cosmetics by Category: % Value Growth 20072012 ............................................................................................................. 9
Beauty and Personal Care GBO Company Shares by Value 20082012 ............................................................................................................. 9
Beauty and Personal Care NBO Company Shares by Value 20082012 ........................................................................................................... 10
Beauty and Personal Care LBN Brand Shares by Value 2009-2012 ......... 11
Penetration of Private Label in Beauty and Personal Care by
Category: % Value Analysis 2007-2012 ..................................................... 12
Sales of Beauty and Personal Care by Distribution Format: % Value
Analysis 2007-2012.................................................................................... 13
Sales of Beauty and Personal Care by Category and by Distribution
Format: % Value Analysis 2012 ................................................................. 14
Forecast Sales of Beauty and Personal Care by Category: Value
2012-2017 .................................................................................................. 16
Forecast Sales of Beauty and Personal Care by Category: % Value
Growth 2012-2017 ..................................................................................... 16
Forecast Sales of Premium Cosmetics by Category: Value 2012-2017 ..... 17
Forecast Sales of Premium Cosmetics by Category: % Value Growth
2012-2017 .................................................................................................. 17

Sources ...................................................................................................................................... 17
Summary 1

Research Sources ...................................................................................... 17

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BEAUTY AND PERSONAL CARE IN


THE PHILIPPINES
EXECUTIVE SUMMARY
Beauty and Personal Care Sustains Moderate Growth in 2012
Beauty and personal care increased in value by 4% in 2012, on the back of more favourable
economic conditions. Filipino consumers continued to spend on beauty and personal care
products not just to maintain good hygiene, but to improve their physical appearance. Whitening
and anti-ageing benefits were the main drivers of growth in almost all categories. The largest
categories, such as hair care, skin care, oral care and bath and shower, all experienced a slight
improvement in retail sales.

Manufacturers Utilise Social Media for Promotion


The huge number of Filipino buyers who actively participate in social networking sites such as
Facebook and Twitter encouraged manufacturers to establish a presence in these online
channels. Both local and multinational brands are now complementing their traditional
campaigns with social media promotions. The use of social networking has been widespread, as
consumers are eager to participate in online discussions and activities.

Multinationals Dominate Beauty and Personal Care


Foreign brands, which have long established a loyal following amongst Filipino buyers,
continued to overtake their local counterparts in 2012. Unilever Philippines, the owner of wellknown brands such as Ponds, Dove and Clear, led beauty and personal care in the country with
a 22% value share in 2012. Other major players include Procter & Gamble Philippines, ColgatePalmolive Philippines and Avon Cosmetics. Splash Corp maintained its position as the largest
local player through its aggressive advertising campaigns and continuous product innovation.

Traditional Grocery Retailers Is the Most Important Distribution Channel


Sari-sari stores or small neighbourhood stores continued to account for the bulk of retail sales
of beauty and personal care products in 2012. With more than 70,000 outlets all over the
country, sari-sari stores make necessities such as oral care, skin care, bath and shower and
hair care products accessible to low-income consumers via sachet packaging. Despite the
popularity of sari-sari stores, modern grocery retailers are also improving their sales of beauty
and personal care products through the rapid expansion of small neighbourhood supermarkets
and hypermarkets, both in Metro Manila and in key cities nationwide.

Growth in Beauty and Personal Care Expected To Slow Down in the


Forecast Period
Forecast period are expected to be more challenging for beauty and personal care, as huge
categories such as oral care, hair care and bath and shower reach maturity. Faster growth
categories such as mens grooming and skin care will do little to offset this slowdown. Although
there is an opportunity to increase spending through the formulation of better and more effective
product variants, the market for these specialised and higher-priced products remains limited.

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KEY TRENDS AND DEVELOPMENTS


Economic Growth Bolsters Demand for Beauty and Personal Care
Products
In 2012, the Philippine economy surpassed the expectations of economic experts by
registering GDP growth of 7%. This positive economic performance was brought about by the
robust growth in remittances from overseas Filipino workers (OFW) and the vibrant performance
of business process outsourcing. OFW remittances improved by 8% in 2012, whilst revenue
from business process outsourcing jumped by 20%, to reach US$13.0 billion. Growth was also
boosted by the construction and services industries, which showed significant expansion during
the year. On the manufacturers side, the more dynamic economy brought stronger business
confidence, encouraging investment in new product lines and higher spending on promotional
activities. Meanwhile, consumers continued to spend on beauty and personal care products due
to better income prospects.
Current impact
Beauty and personal care saw moderate growth in sales in 2012. The current value increase
of 4% in 2012 was similar to the previous years growth. Filipinos continued to spend on basic
hygiene products, including hair care, bath and shower, skin care and oral care products. It
should be noted that despite already large size of these primary categories, sales continued to
expand, indicating healthy demand. Hair care, with sales of Ps34.8 billion in 2012, increased by
6% in current value terms, whilst skin care, with sales of Ps31.0 billion, experienced 4% current
value growth. Meanwhile, bath and shower and oral care reported 2% and 4% current value
growth respectively. Colour cosmetics was the brightest spot in beauty and personal care, as
current value sales jumped by 8% in 2012.
A positive effect of the more robust economic performance was the observed deeper
penetration amongst middle- and lower-income consumers. Middle-income consumers were
able to buy a wider range of beauty and personal care brands, whilst lower-income consumers
such as students and teenagers were encouraged to try affordable brands. For instance, more
middle-income Filipinos now complement their daily standard shampoo with conditioners and
styling agents. Also, younger consumers are trying out colour cosmetics and skin care lines.
Outlook
The Philippine economy is expected to sustain its momentum and report moderate growth
during the forecast period. It is expected that the Philippines economy will be healthy. The
economy will be buoyed by the upbeat performance of business process outsourcing and the
growth of OFW remittances. Exports, which comprise a sizeable share of the countrys GDP, is
also projected to see a robust performance following the pick-up in the global economy. Other
growth drivers will include greater spending on construction, growing demand for power, water
and gas, and tourism. This economic acceleration in the forecast period is projected to positively
affect consumers spending on beauty and personal care products.
Future impact
Beauty and personal care faces brighter prospects in the forecast period. After reporting
negative CAGR of less than 1% in the review period, the constant value CAGR for the entire
market is slated to reach almost 2% in the forecast period. This more vibrant performance will
be supported by the upbeat economic prospects in the country which will contribute to greater
demand for beauty and personal care products. Filipino customers will continue to buy these
products to support good hygiene and improve their physical appearance. Hair care is expected

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to remain the largest category in beauty and personal care, but expansion will be a bit slower,
with a constant value CAGR of 2%. Manufacturers will continue to hold onto their customers by
offering more economy packs. Other major categories like bath and shower and oral care are
expected to improve their performances in the forecast period as industry players focus on
developing innovative brands and products to excite buyers. Skin care is also expected to see
positive growth prospects, as consumers are eager to try out more products in order to look
good.

Whitening Remains A Key Product Benefit Across Categories


Filipinos continue to place a high value on proper hygiene and physical appearance, which
encourages them to spend on beauty and personal care products. Filipinos definition of
beautiful continues to evolve over time, but the obsession with a whiter, blemish-free
complexion remains a top priority, especially for women. In recent years, Filipinas strived to
keep their skin fair by using beauty and personal care products together with vitamins and
dietary supplements which promise these benefits. Filipinos are now more knowledgeable about
effective whitening ingredients such as papaya (carica papaya), liquorice, glutathione,
kalamansi (Philippine lime), and kojic acid. It is also observed that the local definition of beautiful
skin is not just having a pale white complexion but they also aim for a fair complexion with a
pinkish or rosy glow.
Current impact
Whitening remains a key product benefit in beauty and personal care, and manufacturers are
striving to respond and meet this demand. 2012 saw the expansion of whitening products into
categories in which these products were not previously available. For instance, Lactacyd
unveiled Lactacyd White Intimate, which promises to whiten the intimate area within four weeks
with its marine-based Algowhite and plant-based Actipone B. Mens grooming also welcomed
the entry of a whitening skin care line from Vaseline Men. The leader in oral care, ColgatePalmolive, launched its teeth whitening line, comprised of Colgate 360 Optic White Toothbrush,
Colgate Optic White Toothpaste and Colgate Optic White Mouthwash. It should be noted that
even though whitening toothpastes are common in the market, these new mouthwash and
toothbrush brands were the first to be positioned for whitening.
Manufacturers also continued to invest in research and development in order to come up with
more potent whitening products. For instance, Nivea launched its Nivea Extra Whitening
Deodorant, which is a new formulation which boasts of cell repair action, twice the liquorice
content, with hazel and avocado extracts. Meanwhile, the leader in skin care, Unilever, launched
its most technologically advanced whitening line, called Ponds with Active Gen; a product with
10 years of research into 20,000 human genes. This new line boasts of products which
understand the specific genetic make-up of an individual, and adapt to it in order to deliver a
flawless and whiter complexion.
Aside from these new product developments, whitening continued to drive growth in already
large categories such as deodorants and body care.
Outlook
It is expected that Filipinos perception that white skin is integral to being beautiful will remain
unchanged during the forecast period. The desire for white skin is deeply ingrained in the
Filipino culture, because of the influence of Western countries in the local market. Filipinas will
remain very eager to purchase new whitening formulations in order to look good. However, the
forecast period will see consumers looking for other benefits which aid or enhance whitening
benefits, such as UV protection, even skin tone, spot reduction and pore refinement.

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Furthermore, the forecast period could see the expansion of the consumer base to include
more men. Manufacturers recent launches of whitening skin care and bath and shower
products for men increasingly eliminated local taboos and boosted acceptance of and patronage
for these brands. The use of cool, manly celebrities to advertise whitening products has
established a good image for mens whitening brands.
Future impact
The strong demand for whitening products is expected to continue to encourage more
manufacturers to invest in research and development in order to come up with products which
can deliver better results. With consumers looking for a wider array of benefits, manufacturers
will be pushed to offer products with ingredients that respond to customers demands for UV
protection, even skin tone, spot reduction and pore refinement. This trend could be beneficial to
multinationals, which have very strong financial muscle to support the formulation of whitening
products with added benefits. Whitening is expected to drive growth in categories such as skin
care, bath and shower and deodorants.
Mens grooming is expected to see the launch of more skin care and bath and shower
products carrying whitening benefits. Advertising will remain a key strategy in generating strong
demand for these products. Although these brands could see a good performance amongst
urban buyers, manufacturers will remain challenged to penetrate the wider male demographic.

Traditional Promotional Campaigns Embrace Social Media


Manufacturers promotional strategies are a key success factor in beauty and personal care.
Players in the Philippines strongly rely on traditional tri-media advertising which features highprofile celebrities as brand advocates. This promotional strategy has sustained the leadership of
the bigger players, which have the strong financial muscle to support the huge investment
required. In turn, traditional promotional campaigns create very high consumer awareness and
strong loyalty to brands which are advertised by celebrities who connect to consumers.
The beauty and personal care macro-environment has seen the increasing importance of
internet technology to the current consumer base. Internet penetration continues to deepen, and
Filipinos take advantage of connectivity to gather information and share their views online.
Social media is emerging as an important channel, as consumers increasingly participate in
online forums, read blogs and use social networks.
Current impact
Beauty and personal care players remain amongst the largest spenders on television
advertisements, indicating their strong confidence in traditional media to reach a huge number
of buyers. The important role of celebrities in product promotion is also recognised and valued,
as manufacturers continue to commission actors and actresses to be brand advocates. The
increasing number and warm acceptance of celebrity fragrances also signifies their strong
influence on consumers.
However, social media is also flourishing as an important channel for beauty and personal
care products. Mass and premium brands alike are jumping into social media as an innovative
means to directly reach their target market. Social networking site Facebook hosts numerous
fan pages dedicated to international brands, such as Palmolive, Ever Bilena, Olay, Ponds,
Sunsilk, Axe and Nivea, amongst others. These fan pages attract hundreds of thousands of fans
who would like to receive daily updates about these brands, as well as participate in online
contests and online promotions. The increasing use of social media has also encouraged
company interaction with consumers through real-time questions and answers. Exclusive online
activities and contests which encourage consumers to upload their photos, videos, and invite
their friends have been warmly received. More beauty blogger events are also being organised

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to tap into these influencers. In 2012, both Splash Corp and Colgate-Palmolive tapped into
YouTube to host a video series featuring hair care solutions.
Outlook
Manufacturers of beauty and personal care products will continue to invest in traditional
advertising such as television, radio and print. Celebrities will remain important in these
promotional efforts. The ability to invest in costly campaigns will continue to limit the influence of
smaller brands, and maintain the leadership of multinationals in the local market.
Internet penetration will continue to improve in the forecast period. With the availability of
lower subscription packages from internet service providers, more Filipino households will enjoy
internet connectivity. Meanwhile, consumers are expected to become more active in social
media through the increasing ownership of cheap smartphones, which could encourage
Filipinos to stay online for a longer period of time. Social networking sites, blogs and online
communities will be a more important part of Filipinos lives in the forecast period.
Future impact
Instead of becoming a threat to and a replacement for traditional media, social media will
emerge to complement companies other promotional efforts. Manufacturers will continue to
reach consumers with no internet connectivity through print, television and radio promotions.
However, increasing spending on social media is expected in the forecast period.
More and more beauty brands are establishing their own Facebook fan pages in order to
connect directly with consumers. The rise in the number of fans brings opportunities for
companies to come up with a better profile of their current market, and they can use this
knowledge as the basis for new product developments and other company strategies. Since
celebrities are also using social networking, the worth of celebrities as endorsers could also be
measured through the number of fans or followers that he/she has. Aside from appearing on
billboards, in press conferences and at other media events, celebrities participation in social
media activities is also expected.
Social media offers bright opportunities for premium brands and market niches. Since social
media campaigns require less investment, companies serving smaller consumer groups could
take advantage of this channel in order to promote their brands and inform consumers about
new launches. Exclusive online clubs could be formed for users of premium brands.

Beauty Boxes Enter the Philippines


One of the most exciting developments in the beauty and personal care market in the
Philippine was the entry of beauty box subscription services. Most companies operating in the
Philippines offer sample sizes of goods, but also offer full-sized products on their websites. After
long anticipation, customers were treated to their beauty boxes during the last quarter of 2012.
There are currently four companies which offer beauty sampling in the Philippines, each of
which has its own value proposition and business model.
Saladbox, priced at Ps500, was the first to offer this service in the Philippines. Its beauty box
is laden with major international and local brands, as well as products from online stores.
Glamourbox, priced at Ps595, aims to bring Filipino consumers the best beauty products in the
world, and goodies range from well-known to less popular local and international brands. Belle
Du Jour is the most affordable, at Ps480, and is the most focused on local brands, such as
Garnier and L'Oral. The company tries to customise the products that it gives out to customers,
by knowing the customers skin type and beauty needs. Consumers need to pay for the
subscriptions to get the beauty box from these companies. On the other hand, Sample Room
boasts of its free samples, although these are often limited. Customers will just have to pay the
shipping fee in order to receive these samples.

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Current impact
The entry of beauty box subscription services in the Philippines has been well-received by the
local market, especially by middle-income and more affluent women. Most people are thrilled
with the prospect of receiving packages which contain exciting beauty products to sample.
Whilst the boxes often contain a wide range of beauty and personal care products, such as skin
care products, fragrances, colour cosmetics, hair care products and mens grooming products,
some beauty boxes also offer gift certificates and discount cards for products and services.
Customers initial reactions to beauty boxes were mixed. Whilst some were satisfied with what
they received and are excited to try out more brands in the future, many customers were also
disappointed, and expected more from the service. The most common complaint was the limited
number of brands to try, and a lack of variety. The penetration of beauty boxes in the Philippines
remains low, and most customers are from Metro Manila.
Outlook
The companies in beauty box subscription services will need to raise curiosity and build
consumer awareness of these types of services. The foundation laid in 2012 could be beneficial
in their operations in the forecast period. It is expected that despite the glitches and difficulties
experienced during the launch year, beauty box subscription services will become more popular,
as customers get accustomed to the process and players are able to generate a better number
of brands for customers to sample. Companies are also expected to improve the content of their
boxes based on customers reviews. It is expected that more women in the country will be
interested in trying out these subscription services. With the flexible subscription scheme and
available modes of payment, these subscription services are expected to attract more urban
women.
Future impact
Perhaps the greatest impact of beauty box subscriptions in the Philippines will be the
introduction of premium international brands to middle-income consumers. This is especially
true for fragrances, as 2ml product samples are frequently included in boxes. It should be noted
that most women in the country opt to receive samples because they would like to try out
premium products which they would not usually buy in store. Premium brands such as Yves
Rocher, Shiseido and LOccitane are seen to be gaining more prominence amongst these
buyers. However, despite customers enjoyment of a particular product in a sample box, the
possibility that they will purchase the full product size is dependent on their disposable income.
Thus, though awareness is improved, this does not necessarily translate into greater sales of
premium brands.

Beauty on A Budget Remains the Local Mantra


Local consumers remain very conscious about maintaining proper hygiene and looking good.
However, the still low disposable incomes in the Philippines strengthen their preference for
affordable products. It should be noted that the Philippine market is dominated by a huge
proportion of lower- and middle-income consumers who are price-conscious.
Price remains an important factor in consumers purchasing decisions. Filipinos are keen to
purchase beauty and personal care products that promise to deliver benefits, but are also within
the budget of a range of buyers.
Current impact
Consumers preference for affordable products maintains the strong position of brands
available in sachets. It should be noted that this smaller packaging is prominent across beauty

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and personal care categories, including hair care, skin care, deodorants, bath and shower,
mens grooming and oral care. Products in sachets are often priced from Ps5 to Ps20, which
makes them very affordable, even by lower-income consumers. The availability of smaller
packaging has also allowed manufacturers to deeply penetrate their target markets. Early usage
of beauty and personal care products amongst teens and students is also facilitated by sachet
packaging.
Consumers price-consciousness made manufacturers hesitant to raise unit prices in 2012.
Both multinational and local companies used the strategy of remaining competitive by keeping
their prices stable. Furthermore, discounting is another popular promotional campaign
companies use in order to stimulate demand.
The huge proportion of budget-conscious consumers in the local market sustains the huge
proportion of mass sales within total revenue. In 2012, it is estimated that premium brands
accounted for less than a 5% share of sales of beauty and personal care products. The very
small size of sets/kits is also due to Filipinos preference for affordability, instead of buying in
bulk to save.
Outlook
Despite the bright prospects for the Philippine economy in the forecast period, the increase in
the countrys average disposable income over this period will remain minimal. For this reason,
Filipino consumers are expected to remain price-conscious and prefer affordable products.
Amongst low- and middle-income consumers, price will remain a primary consideration in
product purchases. However, some middle-income and affluent buyers will be more
discriminating, and will choose products according to the promised benefits that the product can
deliver.
Future impact
Beauty on a budget will remain the mantra in the local market. Despite the need and desire to
look good, Filipinos will balance everything by choosing brands offering value for money that
is, the ability to deliver the wanted results, whilst at the same time being affordable. This mantra
will hinder the growth of larger packaging in the market, and will sustain the dominance of
brands which are available in sachets. There is also the possibility of more product types in
sachets in the forecast period, especially in categories which are still small, such as baby and
child-specific products, mens skin care and anti-agers.
Despite the leading position of mass brands in the market, masstige and premium brands
face better prospects in the forecast period. As middle-income and more affluent consumers
read about and gain more information on beauty products, they will become more discriminating
and more willing to turn to more potent brands. Although these segments remain small, this
trend could see very positive growth over the forecast period.

MARKET DATA
Table 1

Sales of Beauty and Personal Care by Category: Value 2007-2012

Ps million

Baby and Child-specific


Products
Bath and Shower
Colour Cosmetics
Deodorants

Euromonitor International

2007

2008

2009

2010

2011

2012

5,578.9

5,916.2

6,250.0

6,717.2

6,952.0

7,216.3

13,754.5
4,397.5
5,441.4

14,060.3
4,962.9
5,982.7

14,254.8
5,399.7
6,267.1

14,652.1
5,768.4
6,182.9

15,105.9
6,249.6
6,355.8

15,393.8
6,761.1
6,536.0

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Depilatories
Fragrances
Hair Care
Men's Grooming
Oral Care
Oral Care Excl Power
Toothbrushes
Skin Care
Sun Care
Sets/Kits
Premium Cosmetics
Mass Cosmetics
Beauty and Personal Care
Source:
Notes:

Passport

143.7
6,741.0
27,513.6
4,249.6
18,926.1
18,840.0

156.2
7,115.8
29,255.1
4,435.3
19,354.5
19,265.9

166.2
7,281.6
29,026.4
4,634.1
17,568.6
17,477.5

174.2
7,639.8
31,044.2
4,848.6
18,644.6
18,551.2

182.3
7,554.5
32,841.7
5,005.7
19,646.9
19,551.6

192.1
7,533.9
34,833.5
5,283.3
20,366.2
20,268.4

22,514.1
187.9
224.5
5,562.0
80,791.3
107,979.9

23,962.8
197.0
298.6
5,833.9
85,917.5
113,895.4

25,519.6
201.9
279.2
6,089.6
88,390.7
114,915.0

28,373.0
208.9
342.0
6,516.7
94,411.9
122,510.4

29,760.2
252.6
361.8
6,788.7
98,645.3
128,082.7

30,965.6
272.0
398.0
6,963.0
102,947.3
133,365.6

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Premium/mass cosmetic 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.

Table 2

Sales of Beauty and Personal Care by Category: % Value Growth 2007-2012

% 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 Cosmetics
Mass Cosmetics
Beauty and Personal Care
Source:
Notes:

2011/12

2007-12 CAGR

2007/12 Total

3.8
1.9
8.2
2.8
5.4
-0.3
6.1
5.5
3.7
3.7
4.1
7.7
10.0
2.6
4.4
4.1

5.3
2.3
9.0
3.7
6.0
2.2
4.8
4.5
1.5
1.5
6.6
7.7
12.1
4.6
5.0
4.3

29.4
11.9
53.8
20.1
33.7
11.8
26.6
24.3
7.6
7.6
37.5
44.7
77.3
25.2
27.4
23.5

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Premium/mass cosmetic 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.

Table 3

Sales of Premium Cosmetics by Category: Value 2007-2012

Ps million

Premium Baby and Childspecific Products


Premium Bath and Shower
Premium Colour Cosmetics
Premium Deodorants

Euromonitor International

2007

2008

2009

2010

2011

2012

122.7

118.3

112.5

117.6

118.2

119.1

206.3
285.8
70.7

232.0
312.7
71.8

242.3
337.5
72.7

252.0
357.6
69.2

268.9
384.4
69.9

284.8
412.4
70.6

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Premium Fragrances
Premium Hair Care
Premium Skin Care
Premium Sun Care
Premium Sets/Kits
Premium Cosmetics
Source:
Note:

2,374.4
369.6
2,118.1
1.3
13.0
5,562.0

Passport

2,454.0
367.9
2,258.8
1.4
17.0
5,833.9

2,555.6
349.9
2,392.3
1.4
25.4
6,089.6

2,665.9
389.6
2,636.0
1.4
27.4
6,516.7

2,726.4
413.9
2,782.9
1.7
22.4
6,788.7

2,799.8
443.1
2,807.5
1.8
23.9
6,963.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Premium/mass cosmetic 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.

Table 4

Sales of Premium Cosmetics by Category: % Value Growth 2007-2012

% current value growth

Premium Baby and Child-specific 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 Cosmetics
Source:
Note:

2011/12

2007-12 CAGR

2007/12 Total

0.7
5.9
7.3
1.0
2.7
7.1
0.9
4.5
6.5
2.6

-0.6
6.7
7.6
0.0
3.4
3.7
5.8
6.4
12.9
4.6

-3.0
38.0
44.3
-0.2
17.9
19.9
32.5
36.5
83.4
25.2

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Premium/mass cosmetic 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.

Table 5

Beauty and Personal Care GBO Company Shares by Value 2008-2012

% retail value rsp


Company

2008

2009

2010

2011

2012

Unilever Group
Procter & Gamble Co, The
Colgate-Palmolive Co
Avon Products Inc
Johnson & Johnson Inc
Splash Corp
L'Oral Groupe
Beiersdorf AG
Lamoiyan Corp
Tupperware Brands Corp
Este Lauder Cos Inc
Ever Bilena Cosmetics Inc
Lornamead Group
Green Cross Inc
GlaxoSmithKline Plc
Rogemson Co Inc, The
Sanofi
Mary Kay Inc
Coty Inc
Kao Corp
Inovitelle Inc
Nu Skin Enterprises Inc

17.6
16.6
11.5
9.0
5.8
3.7
2.5
2.3
1.8
1.0
1.0
0.6
0.7
0.8
0.7
0.6
0.5
0.5
0.5
0.5
0.4
0.1

17.6
15.7
10.7
9.8
6.0
3.7
2.7
2.6
1.4
1.6
1.1
0.7
0.8
0.8
0.7
0.6
0.6
0.5
0.5
0.6
0.4
0.2

21.1
15.3
11.1
10.0
5.9
3.7
2.7
2.8
1.5
1.0
1.2
0.8
0.8
0.8
0.6
0.6
0.6
0.5
0.5
0.5
0.4
0.3

21.8
15.3
11.1
9.3
5.7
3.8
2.9
2.8
1.5
1.0
1.2
0.8
0.8
0.8
0.6
0.6
0.6
0.5
0.5
0.5
0.4
0.4

22.0
15.4
11.1
9.3
5.3
3.9
3.0
2.8
1.5
1.3
1.2
0.9
0.8
0.8
0.6
0.6
0.6
0.5
0.5
0.5
0.4
0.4

Euromonitor International

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Suyen Corp
Trinidad Cosmetics
Laboratories Inc
Amway Corp
Henkel AG & Co KGaA
Elizabeth Arden Inc
Dermpharma Inc
HBC Inc
Mandom Corp
VBP Group
Sano Bruno's
Enterprises Ltd
Hoyu Co Ltd
Zest-O Corp
LG Household & Health
Care Ltd
Revlon Inc
Kino Sentra Industrindo
PT
TVP Dental Brush Corp
Mercury Drug Corp
Shiseido Co Ltd
Private Label
Others
Total
Source:

Passport

0.3
0.4

0.4
0.4

0.4
0.4

0.4
0.4

0.4
0.4

0.3
0.3
0.2
0.3
0.4
0.2
0.3
-

0.3
0.3
0.3
0.3
0.4
0.2
0.3
-

0.3
0.3
0.3
0.3
0.4
0.2
0.3
0.2

0.3
0.3
0.3
0.3
0.4
0.2
0.3
0.2

0.3
0.3
0.3
0.3
0.3
0.3
0.3
0.2

0.2
0.3
-

0.2
0.2
0.1

0.2
0.2
0.1

0.2
0.2
0.2

0.2
0.2
0.2

0.1
0.2

0.2
0.2

0.2
0.2

0.2
0.2

0.2
0.2

0.1
0.1
0.1
0.4
17.0
100.0

0.1
0.1
0.1
0.4
16.3
100.0

0.1
0.1
0.1
0.4
12.7
100.0

0.1
0.1
0.1
0.4
12.3
100.0

0.1
0.1
0.1
0.5
12.1
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6

Beauty and Personal Care NBO Company Shares by Value 2008-2012

% 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
L'Oral Philippines Inc
Oral-B Laboratories
Philippines Inc
Lamoiyan Corp
Tupperware Brands
Philippines Inc
Este Lauder Cos Inc
Ever Bilena Cosmetics Inc
Green Cross Inc
Sanofi-Aventis
Philippines Inc
Rogemson Co Inc, The
GlaxoSmithKline
Philippines Inc
Mary Kay Philippines Inc
Dermpharma Inc

Euromonitor International

2008

2009

2010

2011

2012

18.3
13.5

18.2
12.7

21.2
12.4

21.8
12.4

22.4
12.4

11.5

10.7

11.1

11.1

11.1

9.0
5.8

9.8
6.0

10.0
5.9

9.3
5.7

9.3
5.3

3.7
2.3
1.8
2.3

3.7
2.6
1.9
2.3

3.7
2.8
2.0
2.2

3.8
2.8
2.2
2.2

3.9
2.8
2.3
2.2

1.8
-

1.4
1.7

1.5
1.7

1.5
1.6

1.5
1.5

1.0
0.8
0.8
0.5

1.0
0.9
0.8
0.6

1.1
1.0
0.8
0.6

1.1
1.0
0.8
0.6

1.1
1.1
0.8
0.6

0.6
0.7

0.6
0.6

0.6
0.5

0.6
0.6

0.6
0.6

0.5
0.5

0.5
0.5

0.5
0.5

0.5
0.5

0.5
0.5

10

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

JVS Worldwide Inc


Inovitelle Inc
Nu Skin Enterprises
Philippines Inc
Fine Beauty Care Co Inc
Kao Brands Co
Suyen Corp
Trinidad Cosmetics
Laboratories Inc
Amway Philippines LLC
Elizabeth Arden Inc
HBC Inc
Davidoff Parfums
Mandom Philippines Corp
Henkel Philippines Inc
Lacoste SA
St Ives SA, Laboratoires
Bico Co
Zest-O Corp
LG Household & Health
Care Ltd
Kino Consumer
Philippines Inc
Ralph Lauren, Parfums
Revlon Inc
Sara Lee Philippines Inc
Fuller Life Direct
Selling Philippines, Inc
Other Private Label
Others
Total
Source:

Passport

0.5
0.4
0.1

0.5
0.4
0.2

0.5
0.4
0.3

0.5
0.4
0.4

0.5
0.4
0.4

0.4
0.4
0.3
0.4

0.3
0.5
0.4
0.4

0.4
0.4
0.4
0.4

0.4
0.4
0.4
0.4

0.4
0.4
0.4
0.4

0.3
0.2
0.4
0.2
0.2
0.2
0.2
0.2
0.2
0.3
-

0.3
0.3
0.4
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.1

0.3
0.3
0.4
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.1

0.3
0.3
0.4
0.2
0.2
0.2
0.2
0.2
0.2
0.2
0.2

0.3
0.3
0.3
0.3
0.3
0.3
0.2
0.2
0.2
0.2
0.2

0.2

0.2

0.2

0.2

0.2

0.2
0.1
2.9
1.6

0.2
0.1
2.9
-

0.2
0.1
-

0.2
0.1
-

0.2
0.1
-

0.4
14.2
100.0

0.4
14.1
100.0

0.4
13.6
100.0

0.4
13.4
100.0

0.5
13.2
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7

Beauty and Personal Care LBN Brand Shares by Value 2009-2012

% retail value rsp


Brand
Cream Silk
Johnson's Baby
Sunsilk
Palmolive Naturals
Pond's
Safeguard
Avon
Eskinol
Pantene
Braun Oral-B
Colgate
Head & Shoulders
Colgate Fresh

Euromonitor International

Company
Unilever Philippines Inc
Johnson & Johnson
(Philippines) Inc
Unilever Philippines Inc
Colgate-Palmolive
Philippines Inc
Unilever Philippines Inc
Procter & Gamble
Philippines Inc
Avon Cosmetics Inc
Unilever Philippines Inc
Procter & Gamble
Philippines Inc
Oral-B Laboratories
Philippines Inc
Colgate-Palmolive
Philippines Inc
Procter & Gamble
Philippines Inc
Colgate-Palmolive

2009

2010

2011

2012

3.9
4.1

3.9
4.0

4.2
4.1

4.5
3.9

2.9
2.7

3.0
2.9

3.0
3.0

3.0
3.0

2.8
3.0

2.9
2.9

2.9
2.9

3.0
2.8

2.6
2.2

2.7
2.2
2.1

2.7
2.2
2.2

2.7
2.3
2.3

2.3

2.2

2.2

2.2

1.9

2.0

2.0

2.0

2.0

2.0

2.0

2.0

1.8

1.8

1.8

1.7

11

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Confidence
Close-Up
SkinWhite
Nivea Body
Hapee
Rejoice
Vaseline
Olay
Rexona
Clear
Maxi-Peel
Avon Skin So Soft
L'Oral Studio Line
Finesse
Dove
Avon Sweet Honesty
Gillette Rubie
Avon Naturals
Vaseline Intensive
Care
Palmolive
Pepsodent
Ever Bilena
Zest
Lactacyd
Gillette Rubie II
Nizoral
Clinique
The Body Shop
Eskinol
Other Private Label
Others
Total
Source:

Passport

Philippines Inc
Unilever Philippines Inc
Splash Corp
Beiersdorf AG
Lamoiyan Corp
Procter & Gamble
Philippines Inc
Unilever Philippines Inc
Procter & Gamble
Philippines Inc
Unilever Philippines Inc
Unilever Philippines Inc
Splash Corp
Avon Cosmetics Inc
L'Oral Philippines Inc
Unilever Philippines Inc
Unilever Philippines Inc
Avon Cosmetics Inc
Procter & Gamble
Philippines Inc
Avon Cosmetics Inc
Unilever Philippines Inc
Colgate-Palmolive
Philippines Inc
Unilever Philippines Inc
Ever Bilena Cosmetics Inc
Procter & Gamble
Philippines Inc
Sanofi-Aventis
Philippines Inc
Procter & Gamble
Philippines Inc
Johnson & Johnson
(Philippines) Inc
Este Lauder Cos Inc
JVS Worldwide Inc
Sara Lee Philippines Inc

2.0
1.4
1.1
1.3
1.2

1.7
1.4
1.4
1.4
1.2

1.7
1.5
1.4
1.4
1.2

1.7
1.5
1.4
1.4
1.2

1.2
1.0

1.2
1.0

1.2
1.1

1.2
1.1

1.2
1.0
0.9
1.1
0.8
0.8
0.8
0.9
0.8

1.1
1.1
0.9
1.1
0.9
0.8
0.8
0.9
0.8

1.1
1.1
0.9
0.9
0.9
0.8
0.8
0.9
0.8

1.1
1.1
1.0
0.9
0.9
0.8
0.8
0.8
0.8

0.7
0.7

0.8
0.7

0.7
0.7

0.7
0.7

0.6

0.6

0.6

0.6

0.5
0.6

0.2
0.5
0.6

0.6
0.5
0.6

0.6
0.6
0.6

0.5

0.5

0.6

0.6

0.6

0.6

0.6

0.5

0.7

0.6

0.6

0.5

0.5
0.5
2.1
0.4
41.5
100.0

0.5
0.5
0.4
41.0
100.0

0.5
0.5
0.4
40.4
100.0

0.5
0.5
0.5
40.0
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8

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


Value Analysis 2007-2012

% retail value rsp

Beauty and Personal Care


Bath and Shower
Fragrances
Hair Care
Men's Grooming
Mass Cosmetics
Source:

2007

2008

2009

2010

2011

2012

0.3
0.7
0.8
0.5
1.1
0.4

0.4
0.8
0.9
0.7
2.2
0.4

0.4
0.7
0.8
0.8
2.1
0.4

0.4
0.8
0.8
0.8
2.0
0.5

0.4
0.8
0.8
0.8
2.0
0.5

0.5
0.9
0.9
0.9
2.0
0.5

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Euromonitor International

12

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Table 9

Passport

Sales of Beauty and Personal Care by Distribution Format: % Value Analysis


2007-2012

% 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
Grocers
--- Other Grocery
Retailers
- Non-Grocery Retailers
-- Apparel specialist
retailers
-- Electronics and
Appliance Specialist
Retailers
-- Health and Beauty
Retailers
--- Beauty Specialist
Retailers
--- Chemists/Pharmacies
--- Parapharmacies/
Drugstores
--- Other Health and
Beauty Retailers
-- Home and Garden
Specialist Retailers
--- Furniture and
Homewares Stores
-- Mixed Retailers
--- Department Stores
--- Mass Merchandisers
--- Variety Stores
--- Warehouse Clubs
-- Other Non-Grocery
Retailers
-- Outdoor Markets
--- Other Other NonGrocery Retailers
Non-Store Retailing
- Direct Selling
- Homeshopping
- Internet Retailing
- Vending
Non-retail channels

Euromonitor International

2007

2008

2009

2010

2011

2012

87.5
54.9
23.0

86.4
54.3
23.2

85.2
53.4
23.3

84.5
53.0
23.4

85.2
53.4
23.6

85.2
53.4
24.1

0.7
0.1
2.3
20.0
31.8

0.7
0.1
2.5
20.0
31.1

0.7
0.1
2.6
20.0
30.0

0.7
0.0
2.6
20.0
29.6

0.7
0.0
2.7
20.1
29.8

0.7
0.0
2.8
20.5
29.3

6.1

6.0

5.8

5.6

5.6

5.5

25.8

25.1

24.2

24.0

24.2

23.8

32.6
-

32.1
-

31.9
-

31.4
-

31.8
-

31.9
-

18.0

18.1

18.0

17.9

18.1

18.2

2.9

2.9

2.9

2.8

2.8

2.9

3.9
11.1

4.0
11.2

3.9
11.1

4.0
11.1

4.0
11.2

4.1
11.2

0.0

0.0

0.0

0.0

0.0

0.0

13.9
13.9
0.8

13.4
13.4
0.6

13.0
13.0
0.9

13.0
13.0
0.6

13.1
13.1
0.6

13.1
13.1
0.5

0.6
0.2

0.5
0.2

0.5
0.4

0.4
0.1

0.4
0.1

0.4
0.1

12.3
12.2
0.1
0.2

13.3
13.2
0.1
0.2

14.6
14.5
0.1
0.2

15.4
15.2
0.1
0.2

14.7
14.5
0.1
0.2

14.6
14.4
0.1
0.2

13

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

- Hair Salons
Total
Source:

Passport

0.2
100.0

0.2
100.0

0.2
100.0

0.2
100.0

0.2
100.0

0.2
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10

Sales of Beauty and Personal Care by Category and by Distribution Format:


% Value Analysis 2012

% 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 Grocers
Other Grocery Retailers
Non-Grocery Retailers
Apparel specialist
retailers
Electronics and
Appliance Specialist
Retailers
Health and Beauty
Retailers
Beauty Specialist
Retailers
Chemists/Pharmacies
Parapharmacies/Drugstores
Other Health and Beauty
Retailers
Home and Garden
Specialist Retailers
Furniture and Homewares
Stores
Mixed Retailers
Department Stores
Mass Merchandisers
Variety Stores
Warehouse Clubs
Other Non-Grocery
Retailers
Outdoor Markets
Other Other Non-Grocery
Retailers
Non-Store Retailing
Direct Selling
Homeshopping
Internet Retailing
Vending
Non-retail channels

Euromonitor International

BC

BS

CC

DP

86.7
60.1
33.9
1.6
0.0
0.0
4.3
28.0
26.2

93.3
61.6
22.7
0.6
0.0
0.4
3.1
18.5
38.9

32.2
6.4
5.2
0.9
0.0
0.0
0.7
3.6
1.2

68.8
43.5
31.2
1.7
0.0
0.0
2.7
26.8
12.3

99.1
62.9
28.7
4.6
0.0
0.0
1.6
22.5
34.2

49.0
9.3
8.6
0.7
0.0
0.0
1.5
6.4
0.7

0.0

0.0

0.0

0.0

0.0

0.0

10.5
15.7
26.6
0.0

7.3
31.6
31.7
0.0

0.3
0.9
25.8
0.0

4.3
8.0
25.2
0.0

3.5
30.7
36.2
0.0

0.2
0.5
39.7
0.0

13.4

23.3

10.4

12.3

18.9

6.6

3.2

3.0

7.3

5.5

5.3

6.6

4.0
6.2
0.0

5.2
15.0
0.0

0.0
3.1
0.0

0.0
6.8
0.0

2.8
10.8
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

13.2
13.2
0.0
0.0
0.0
0.0

7.4
7.4
0.0
0.0
0.0
1.0

15.4
15.4
0.0
0.0
0.0
0.0

12.9
12.9
0.0
0.0
0.0
0.0

17.3
17.3
0.0
0.0
0.0
0.0

31.4
31.4
0.0
0.0
0.0
1.7

0.0
0.0

1.0
0.0

0.0
0.0

0.0
0.0

0.0
0.0

0.0
1.7

13.3
13.3
0.0
0.0
0.0
-

6.8
6.6
0.0
0.2
0.0
-

67.8
67.6
0.0
0.2
0.0
-

31.3
31.3
0.0
0.0
0.0
-

0.9
0.9
0.0
0.0
0.0
-

51.0
50.0
0.0
1.0
0.0
-

14

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Hair Salons
Total

Store-Based Retailing
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
retailers
Electronics and
Appliance Specialist
Retailers
Health and Beauty
Retailers
Beauty Specialist
Retailers
Chemists/Pharmacies
Parapharmacies/Drugstores
Other Health and Beauty
Retailers
Home and Garden
Specialist Retailers
Furniture and Homewares
Stores
Mixed Retailers
Department Stores
Mass Merchandisers
Variety Stores
Warehouse Clubs
Other Non-Grocery
Retailers
Outdoor Markets
Other Other Non-Grocery
Retailers
Non-Store Retailing
Direct Selling
Homeshopping
Internet Retailing
Vending
Non-retail channels
Hair Salons
Total
Source:
Key:

Passport

100.0

100.0

100.0

100.0

100.0

100.0

HC

MG

OC

SC

SU

SK

98.3
66.5
24.7
0.0
0.0
0.0
2.8
22.0
41.7

86.1
52.7
26.1
2.4
0.0
0.0
1.9
21.8
26.6

99.9
70.1
21.7
0.0
0.0
0.0
2.2
19.5
48.4

80.0
45.2
30.0
1.4
0.0
0.0
3.7
24.9
15.2

95.9
43.9
35.5
8.1
0.0
0.0
4.1
23.3
8.4

36.0
14.3
14.3
0.0
0.0
0.0
5.3
9.0
0.0

0.0

0.0

0.0

0.0

0.0

0.0

8.0
33.7
31.8
0.0

5.3
21.3
33.4
0.0

8.2
40.2
29.8
0.0

1.5
13.7
34.8
0.0

1.9
6.5
52.0
0.0

0.0
0.0
21.7
0.0

0.0

22.5

17.6

16.8

18.7

21.0

9.2

1.2

7.7

1.2

2.5

3.5

7.6

5.0
16.3
0.0

0.8
9.1
0.0

5.2
10.4
0.0

5.1
11.1
0.0

7.5
10.0
0.0

1.6
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

8.6
8.6
0.0
0.0
0.0
0.7

14.7
14.7
0.0
0.0
0.0
1.1

12.5
12.5
0.0
0.0
0.0
0.5

16.0
16.0
0.0
0.0
0.0
0.1

31.0
31.0
0.0
0.0
0.0
0.0

12.5
12.5
0.0
0.0
0.0
0.0

0.7
0.0

1.1
0.0

0.3
0.2

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

13.9
13.8
0.0
0.0
0.0
100.0

0.1
0.1
0.0
0.0
0.0
100.0

20.0
19.8
0.0
0.2
0.0
100.0

4.1
4.1
0.0
0.0
0.0
100.0

64.0
64.0
0.0
0.0
0.0
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
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

Euromonitor International

15

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Table 11

Passport

Forecast Sales of Beauty and Personal Care by Category: Value 2012-2017

Ps 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 Cosmetics
Mass Cosmetics
Beauty and Personal Care
Source:
Notes:

Table 12

2012

2013

2014

2015

2016

2017

7,216.3

7,223.2

7,280.9

7,356.3

7,461.1

7,580.3

15,393.8
6,761.1
6,536.0
192.1
7,533.9
34,833.5
5,283.3
20,366.2
20,268.4

15,275.4
7,060.1
6,582.3
196.3
7,395.6
35,631.9
5,394.6
20,476.2
20,379.8

15,214.8
7,354.4
6,666.6
201.7
7,387.6
36,475.2
5,514.7
20,661.9
20,566.1

15,195.2
7,639.6
6,772.1
207.6
7,448.3
37,351.4
5,632.0
20,874.0
20,778.3

15,197.8
7,941.8
6,886.3
214.0
7,541.7
38,257.3
5,745.1
21,102.7
21,006.9

15,209.5
8,256.8
7,013.4
220.5
7,656.8
39,212.3
5,849.2
21,356.1
21,260.1

30,965.6
272.0
398.0
6,963.0
102,947.3
133,365.6

31,341.6
281.9
400.0
6,892.0
104,300.0
134,759.1

31,967.8
291.1
404.0
6,961.8
106,080.7
136,812.4

32,758.3
299.8
412.1
7,020.8
108,212.2
139,237.0

33,636.1
308.5
422.8
7,152.2
110,501.2
141,911.9

34,573.7
317.1
435.5
7,324.7
112,930.6
144,793.7

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Premium/mass cosmetic 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.

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


2012-2017

% constant 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 Cosmetics
Mass Cosmetics
Beauty and Personal Care
Source:
Notes:

2012-17 CAGR

2012/17 TOTAL

1.0
-0.2
4.1
1.4
2.8
0.3
2.4
2.1
1.0
1.0
2.2
3.1
1.8
1.0
1.9
1.7

5.0
-1.2
22.1
7.3
14.8
1.6
12.6
10.7
4.9
4.9
11.7
16.6
9.4
5.2
9.7
8.6

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Premium/mass cosmetic 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.

Euromonitor International

16

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Passport

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.

Table 13

Forecast Sales of Premium Cosmetics by Category: Value 2012-2017

Ps 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 Cosmetics
Source:
Note:

2012

2013

2014

2015

2016

2017

119.1

115.6

112.9

110.3

108.2

109.9

284.8
412.4
70.6
2,799.8
443.1
2,807.5
1.8
23.9
6,963.0

290.2
427.1
69.8
2,765.9
456.9
2,742.6
1.8
22.1
6,892.0

304.3
441.3
70.0
2,785.3
478.1
2,746.0
1.8
22.3
6,961.8

319.1
389.2
70.4
2,831.1
501.8
2,774.4
1.8
22.7
7,020.8

319.2
397.1
68.9
2,888.7
530.9
2,813.8
1.8
23.7
7,152.2

334.6
412.8
70.1
2,952.9
557.8
2,859.9
1.8
24.8
7,324.7

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Premium/mass cosmetic 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.

Table 14

Forecast Sales of Premium Cosmetics by Category: % Value Growth 20122017

% constant value growth


2012-17 CAGR

2012/17 TOTAL

-1.6
3.3
0.0
-0.1
1.1
4.7
0.4
0.1
0.8
1.0

-7.7
17.5
0.1
-0.6
5.5
25.9
1.9
0.7
3.9
5.2

Premium Baby and Child-specific 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 Cosmetics
Source:
Note:

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Premium/mass cosmetic 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.

SOURCES
Sources used during the research included the following:
Summary 1
Trade Press

Research Sources
Beauty Business News
Beauty International
Bussiness World Online

Euromonitor International

17

BEAUTY AND PERSONAL CARE IN THE PHILIPPINES

Passport

Cosmetique News
European Cosmetic Markets
Forbes
Happi Magazine
Inquirer.net
International Cosmetique News
Manila Bulletin
PR Newswire
Soap Perfumery & Cosmetics
SunStar Network
Source:

Euromonitor International

Euromonitor International

18