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Beauty and Personal Care in the Philippines

Euromonitor International June 2011

Beauty and Personal Care

Philippines

List of Contents and Tables


Executive Summary ................................................................................................................................................ 1 Beauty and Personal Care Sees Robust Growth in 2010 .......................................................................................... 1 Manufacturers Expand Consumer Bases .................................................................................................................. 1 Unilever Philippines Inc Maintains Its Dominance .................................................................................................. 1 Grocery Retailers Remains the Most Important Distribution Channel ..................................................................... 1 Medium Term Outlook Remains Rosy for Beauty and Personal Care ...................................................................... 1 Key Trends and Developments .............................................................................................................................. 1 Beauty and Personal Care Rebounds From 2009 Slowdown .................................................................................... 2 Manufacturers Seek Deeper Penetration Into Younger Demographics .................................................................... 3 Increase in Below-the-line Promotions Complements Tri-media Advertising .......................................................... 4 Social Networking Emerges As An Important Component of the Marketing Mix ..................................................... 5 Anti-aging Features Diffuse Across Various Product Categories............................................................................. 7 Market Data ............................................................................................................................................................ 8 Table 1 Sales of Beauty and Personal Care by Category: Value 2005-2010 .................................. 8 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2005-2010 ................. 8 Table 3 Sales of Premium Cosmetics by Category: Value 2005-2010 ........................................... 9 Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2005-2010 .......................... 9 Table 5 Beauty and Personal Care Company Shares by NBO 2006-2010...................................... 9 Table 6 Beauty and Personal Care Company Shares by GBO 2006-2010.....................................10 Table 7 Beauty and Personal Care Brand Shares by GBN 2007-2010 ..........................................11 Table 8 Penetration of Private Label by Category 2005-2010 .......................................................12 Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 20052010 ..................................................................................................................................12 Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis 2010 ...............................................................................................................13 Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2010-2015 ...................14 Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015.........................................................................................................................15 Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2010-2015 ............................15 Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 20102015 ..................................................................................................................................15 Definitions ...............................................................................................................................................................16 Summary 1 Research Sources ..............................................................................................................16

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BEAUTY AND PERSONAL CARE IN THE PHILIPPINES


EXECUTIVE SUMMARY
Beauty and Personal Care Sees Robust Growth in 2010
After struggling amidst the economic slowdown which hit the Philippines hard during 2009, beauty and personal care rebounded strongly in 2010. The improved economic performance and higher consumer and business optimism in the country brought about by the establishment of a new political administration engendered a conducive environment for more vibrant growth in beauty and personal care. Although per capita consumption failed to increase significantly, the number of Philippine consumers using beauty and personal care products increased slightly as manufacturers pursued new strategies aimed at developing market penetration.

Manufacturers Expand Consumer Bases


In a quest to improve their footholds in the Philippines, beauty and personal care companies are enthusiastically expanding their consumer bases by offering a wider array of products aimed at boosting demand among both current and prospective consumers. The trend of young Philippine men adhering to the so-called metrosexual lifestyle is encouraging players to launch new lines of mens grooming products, while the increasing influence of teens and pre-teens in buying decisions is capturing the interest of key manufacturers. Furthermore, increasing demand for products with anti-aging properties across many beauty and personal care categories is enabling companies to offer something new to current consumers, thereby improving revenue per customer.

Unilever Philippines Inc Maintains Its Dominance


Unilever Philippines Inc maintained leadership in beauty and personal care in the Philippines during 2010 through its large portfolio of well-known brands. The companys leadership remains undisputed due to its strong foothold in skin care, hair care and bath and shower. Banking on its established equity of its brands, Unilever Philippines Inc employed various promotional strategies during 2010 as it continued to invest in intensive advertising campaigns and new launches of brand extensions, which served to maintain excitement among Philippine consumers.

Grocery Retailers Remains the Most Important Distribution Channel


The dominance of mass market beauty and personal care brands and the increasing share of total beauty and personal care volume sales accounted for by products in small packaging sizes was instrumental in grocery retailers maintaining its position as the leading distribution channel for beauty and personal care products during 2010. The opening up of more convenience stores, neighbourhood supermarkets and sari-sari stores further increased the size of grocery retailers dominant distribution value share. Meanwhile, smaller packaging sizes in skin care, oral care and bath and shower improved the position of traditional sari-sari stores, categorised under small independent grocers.

Medium Term Outlook Remains Rosy for Beauty and Personal Care
Heightened consumer awareness, bright economic prospects and smaller packaging sizes are all set to contribute to the rosy prospects for beauty and personal care in the Philippines during the forecast period. With these factors now firmly in place, manufacturers are will find it easier to promote their brands and boost penetration of their products, leading to a wider consumer base for beauty and personal care. Lower and middle income Philippine consumers will remain to the fastest growing consumer segments over the medium term.

KEY TRENDS AND DEVELOPMENTS

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Beauty and Personal Care Rebounds From 2009 Slowdown


The Philippine economy recovered well from the negative effects of the global economic downturn during 2010. 2009 saw the Philippine economy stagnate as GDP growth slowed to 0.9%; however, 7% GDP growth was recorded in 2010, which was largely due to strong growth during the first quarter of the year, 7.3%, and 7.9% growth during the second quarter of the year. This positive growth was brought about by the double-digit increase in revenue from business process outsourcing (BPO) as the Philippines outpaced India to become the leading provider of BPO in the world. Exports, another important revenue stream in the country, registered rapid growth of 41% during the first half of 2010. This growth was mainly driven by global demand for electronics products. Moreover, the Philippine economy posted record levels of foreign remittances from Overseas Filipino Workers (OFW) during 2010. Current Impact The more vibrant state of the Philippine economy combined with improvements in consumer awareness to stimulate consumer demand for beauty and personal care products. This led to beauty and personal care products increasing in value by 6% in 2010, which is significantly faster than the 2% growth recorded during 2009.The beauty and personal care industry posted total sales of Ps116.6 billion during 2010. As Philippine consumers become more optimistic about the positive direction their countrys economy is taking, there is a concomitant rise being observed in the volume of purchases undertaken by Filipino consumers. Both premium and mass beauty and personal care products are currently benefiting from the upturn in the Philippine economy, although mass brands have slightly overtaken premium brands in terms of value sales. Premium cosmetics increased in value by 7% in 2010, which is slightly higher than the 6% increase in value sales of mass market beauty and personal care products. The recovery of the Philippine economy from the global economic downturn during 2010 resulted in stronger purchasing behaviour among Philippine consumers as many Filipinos opted for higher quality products as a way of treating themselves. Despite the lower growth recorded in sales of mass beauty and personal care products, the much large value sales base for mass market products means that mass beauty and personal care products generated higher value sales overall than premium products. Mass beauty and personal care products which come in smaller packaging sizes through sari-sari stores also boosted sale of mass beauty and personal care products. Outlook Following the establishment of the new political administration after the national elections which were held during 2010, Philippine consumers and the countrys business community are more optimistic about the countrys economic performance in the medium term. It is expected that the Philippine economy will expand in GDP terms at a CAGR of 4% during the forecast period as economic activity in the country will be buoyed by the ongoing expansion in BPO, the rising level of foreign remittances from OFW, and rebounds in the levels of exports. The global economic recovery, which will continue to be facilitated by the improving conditions in the US economy, which is one of the Philippines major trading partners and an essential source of foreign remittances and BPO contracts. Future Impact During the forecast period, beauty and personal care is expected to increase in constant value at a CAGR of 3%. This growth will be slower than the 6% value growth recorded during 2010, which is consistent with the expectation of slower increases in volume sales against the backdrop of a higher saturation of demand coupled with slower population growth. Amidst the improved economic conditions expected in the medium term, manufacturers of beauty and personal care products will face the challenges of increasing consumption levels, especially in larger and more mature categories such as hair care, skin care and oral care. The growth prospects for mass colour cosmetics are expected to remain more promising than the prospects for premium colour cosmetics over the forecast period, increasing in constant value at a CAGR of 3% over the forecast period. Since income distribution is seen to remain unchanged in the Philippines over the medium term, the majority of colour cosmetics manufacturers will focus on enhancing their positions in mass categories, which remain relatively untapped in the Philippines. The strategy of mass beauty and personal care brands offering more specialised and professional products at affordable prices will also contribute to higher volume and value growth. On the other hand, premium cosmetics will continue to appeal to a very small niche, and one

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in which per capita consumption is not expected to rise. Rather than focusing on increasing volume sales, manufacturers of premium brands will instead leverage on their ability to offer improved and more technologically advanced products, which will allow producers to charge higher retail prices.

Manufacturers Seek Deeper Penetration Into Younger Demographics


Increased attention on pre-teen and teen consumer segments was observed in beauty and personal care in the Philippines during 2010 as manufacturers continued to launch products which are specifically targeted to these segments. Following the launch of its Palmolive Fashion Girl in 2009, Colgate-Palmolive Philippines Inc launched another 2-in-1 product under the Palmolive Cool Dude brand, which specifically targets teenage boys. Meanwhile, Beiersdorf AG also ventured into the teen segment by offering bath and shower, deodorant, sun protection and skin care products aimed specifically at the teen segment. Nivea Menergy carries deodorant products for teenage boys, while Nivea Angel Star features a wider portfolio of deodorant spray and roll-on, shower gel, general purpose body care and lip gloss specifically targeted towards teenage girls. Furthermore, direct selling company Ever Bilena Cosmetics Inc has also developed lines for younger consumers. These include Blackwater Jr for boys and Careline Tweeny for girls. While Blackwater Jr only carries fragrances, Careline Tweeny line features deodorants, colour cosmetics, feminine wash and hand sanitiser. Current Impact Although its development remains in its nascent stages, beauty and personal care products for younger Filipino consumers represents a viable area for future development for beauty and personal care companies in the Philippines. However, it is clear that brands which cater to the entire family and specifically for adult consumers remain dominant in beauty and personal care. Among the leading brands in beauty and personal care, Careline by Ever Bilena and Allue by Splash Corp are the leading brands for younger consumers. Both of these brands posted double-digit growth in sales during 2010. As household incomes increase in the Philippines, teenagers are seen to have more influence in terms of their brand choices. As teenagers increasingly receive pocket money from their parents, they have more freedom to purchase the brands which they personally prefer. Advertising remains an essential component in the shift towards appealing to younger consumers in the Philippines, especially for brands which both have products for adults and for teens. Colgate-Palmolive Philippines Inc maintains the advantage of having created an image of its product for teens through its tri-media campaigns. By contrast, Nivea Menergy and Nivea Angel Star, which launched their youth oriented brands without the aid of advertising promotion, were unable to instil a coherent identity to consumers and failed to make their youth oriented products stand out from their existing general ranges of health and beauty products. Outlook The range of health and beauty products aimed at younger consumers will increase in the Philippines during the medium term as manufacturers seize the opportunities which arise in the youth segment. It is expected that products which are able to capture significant demand among young Filipinos will be those which focus on mass appeal and target middle income consumers. Developing products specifically for teenagers will be a key strategy for manufacturers seeking to establish significant consumer loyalty among the youth segment, which will hopefully result in a lifetime of brand loyalty. As lower income consumers will continue to prefer family oriented beauty and personal care brands, companies will continue to focus on middle income consumers, who are generally more willing to purchase separate products for teenage family members. The beauty and personal care product portfolio for younger consumers will remain limited to products which are used on a daily basis such as shampoo, deodorant, general purpose body care and some colour cosmetics. Considering that the target audience for these products generally have limited purchasing power, products aimed at younger consumers will generally be priced competitively. Future Impact Although younger consumers represent a viable segment for beauty and personal care in the Philippines, the uptake of beauty and personal care products among these younger consumers remains uncertain as teenagers are well known for being fickle and having little or no brand loyalty; younger consumers are highly susceptible to using products which are currently in fashion, which can change rapidly and unpredictably. Brands aimed at younger consumers will continue to cater to the needs of a small niche of middle income consumers, most of

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which are students who have limited disposable income. Thus, the fate of these newly launched brands will depend largely on the ability of manufacturers to obtain the loyalty and ongoing patronage of younger consumers through strategic moves aimed at engendering loyalty. Sustaining interest in specific brands will be one of the greatest challenges faced by beauty and personal care manufacturers in the medium term. As regular switching of products and brands is likely to occur among these younger consumers, manufacturers should also focus on safeguarding their value shares from prospective new entrants. The move towards establishing greater demand for beauty and personal care products among younger consumer demographics represents a concerted effort towards creating a more segmented market whereby customers can be targeted and served more specifically. As part of this move, companies are required to improve differentiation strategies in order to set their products apart from more generic family oriented products and general purpose brands. Moreover, products aimed at younger consumers will have to be specifically developed so as to cater to the specific needs of younger consumers. For instance, products will need to be gentle enough for the more sensitive skin of younger consumers.

Increase in Below-the-line Promotions Complements Tri-media Advertising


During 2010, beauty and personal care manufacturers went beyond the use of tri-media advertising in the promotion of their brands. Below-the-line promotions took centre stage as industry players strived to serve the interest of their specific target niches. Current Impact Below-the-line promotions are being used as a complement to traditional above-the-line campaigns and are proving instrumental in allowing beauty and personal care manufactures to target their promotional efforts towards the specific segments which they serve. Appealing to common interests, companies are more able to obtain demographic information during the registration processes which a part of many below-the-line promotions, allowing them to generate a better understanding of their target audiences. These types of marketing efforts also serve as a useful tool in crafting brand identity. Social responsibility and health consciousness are among the most prominent images which companies are keen to associate their beauty and personal care products with. With more Philippine consumers now interested in becoming and remaining fit and healthy, Sanofi-Synthlabo Philippines Inc promoted its Lactacyd brand by conducting its Team Woman by Lactacyd Run during 2010, while Unilever pushed its Rexona brand by organising the Rexona Run 2010. Meanwhile, Beiersdorf AGs Nivea for Men teamed up with other brands to sponsor the Mens Health All Terrain Race, which focused specifically on male consumers of beauty and personal care products. Partnerships with other business entities in various different industries which cater to the same consumer segments also became more prominent during 2010. The leading brand in skin care, Ponds, and clothing and footwear retailer Plains and Prints collaborated in the development of a limited edition collection featuring 22 red and white dresses showcasing the colours of Ponds Age Miracle and Ponds Flawless White. Customers have the opportunity to take advantage of a Ps200 discount on items in the Plains and Prints collection by purchasing specially marked bottles of Ponds Age Miracle and Ponds Flawless White. On the same note, Johnson & Johnson (Philippines) Inc partnered with local clothing specialist Bayo in launching its Soft Look Collection. Aside from these initiatives, there were more notable below-the-line efforts in beauty and personal care in the Philippines during 2010, including: Clear Swap Challenge, which asks customers to swap their empty bottle of anti-dandruff shampoo with Clear; Dove Showeroke, which challenges customers to sing in the shower; Dove Seven Day No Mirror Challenge; and The Body Shops campaign highlighting the scourge of the sex trafficking of children and young people in the Philippines. Outlook Aside from informing customers about the newly launched variants of the brands, below-the-line promotions strongly encourage trial purchases as an adjunct to the participation in the events being promoted. Moreover, in order to redeem the discounts on offer, customers are often required to present proof of purchase. Product

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switching is also facilitated by below-the-line promotions which require customers to swap empty bottles of their current favourite brand for others. Generally, below-the-line promotions complement above-the-line advertising campaigns, although the impact of below-the-line promotions in the Philippines has largely been limited to Metro Manila, where the majority of these activities are conducted. Although these below-the-line campaigns have so far stimulated sales during the life of the promotion itself, there remains no firms guarantee that these below-the-line promotions engender any long-term loyalty among consumers. The emergence of a more discriminating class of mass consumer in the Philippines will place increasing pressure on companies to launch more below-the-line promotional campaigns which are geared towards more specific consumer segments. Although the mass media will continue to play an important role in raising consumer awareness of new products, more concerted efforts to secure the ongoing patronage of consumers will need to be conducted beyond the limits of more traditional tri-media advertising campaigns. It is expected that beauty and personal care companies will continue to focus on identifying the interests of their target consumers, organising activities aimed at bringing them together whilst promoting the benefits of using their products. It is expected that the majority of these promotional activities will focus on healthy living as the concepts of health and beauty continue to converge in the Philippines. Although charitable works and good causes will remain a key concern of many beauty and personal care manufacturers in the Philippines, there is no evidence that pursuing these aims will increase a brands profile over the medium term. Partnerships among different business entities which cater to the same consumer groups will continue to be taken advantage of by beauty and personal care manufacturers which seek to leverage upon the strengths of their partner organisations. Future Impact Ongoing below-the-line promotional activities will continue to lead to more targeted marketing efforts, which will help beauty and personal care companies to disseminate their marketing messages more directly to the audiences for which they are intended. This will allow manufacturers to more accurately identify their target consumers and craft special marketing activities in order to capture demand. This will in turn allow these companies to create superior brand identities and engender stronger brand equity. Translating directly into sales of products, below-the-line promotions offer manufacturers higher returns on the initial campaign outlay than traditional advertising. If properly implemented, below-the-line activities have the potential to trigger more intense rivalry among key players as each company attempts to encourage brand switching and trial purchases. The potential of below-the-line activities will be boosted if campaigns are conducted on a nationwide scale. Beauty and personal car companies should be encouraged to encompass the Philippines key provinces and cities in their below-the-line campaigns so as to craft strategies which are unique to the promotional needs of their specific brands.

Social Networking Emerges As An Important Component of the Marketing Mix


The Philippines has been dubbed the social networking capital of the world in recognition of the estimated 7.9 million internet users in the Philippines, 6.9 million of whom visit social networking websites at least once a month. A research study conducted by ComScore during the first quarter of 2010 revealed that each Filipino spends an average of 5.5 hours on social networking websites and blogs per month, time which is spread across an average of 26 visits. The top social networking websites in the Philippines include Facebook and Twitter, while the previously dominant Friendster has recently lost its foothold amidst the rising popularity of Facebook. Capitalising on the high level of traffic to and intense engagement with social networking websites among Filipinos, beauty and personal care manufacturers have joined the bandwagon of fmcg companies which have chosen to establish and maintain their presence in these social networks. Leading skin care brand Ponds and its major competitors such as Nivea Visage and LOreal, among other major skin care brands, have already opened their Facebook accounts and currently command decent followings by conducting promotions which offer followers the opportunity to win various prizes. For example, hair care brand Pantenes I Commit to Change Facebook page has been used specifically to document the 14-day-experience of women who have committed to using Pantene products. Premium brands such as Clinique, Estee Lauder, Shu Uemura and others have also ventured into social networking with similar strategies.

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Current Impact The increasing use of social networking websites in the Philippines is proving to be very beneficial for beauty and personal care manufacturers and brands, especially for those brands which target younger consumers and middle aged consumers, the most frequent visitors to social networking websites. More popular brands have very strong followings on social networking websites, allowing improved opportunities to disseminate information among Filipino consumers. The mens grooming brand Axe has approximately 250,000 fans for its Facebook page, while LOreal currently has 180,000 followers on Facebook. Social networking websites have allowed LOreal to interact directly with their consumers. Direct interaction includes answering questions on product features, offering recommendations on issues of concern in beauty and personal care as well as undertaking promotional and marketing activities. Announcements of promotional activities through social networking have so far been very efficient as messages are posted in real time. Finally, all of these listed benefits of social networking websites are available without the high costs which can be incurred through the development of more traditional advertising campaigns. However, it should also be noted that not all beauty and personal care brands have been as successful in capturing followings through social networking media. Premium brands such as Estee Lauder and Clinique have fewer than 1,000 followers on Facebook, a clear indication of the small bases of online customers that these premium brands have. Outlook In the medium term, it is expected that the number of Filipinos joining social networks will continue to balloon due to the expectations of higher rates of computer ownership and higher numbers of broadband internet subscribers in the Philippines during the forecast period and beyond. The frequency of visits to social networking websites will be further stimulated by the availability of mobile internet and increases in smart phone users in the Philippines. Facebook is expected to remain as the leading social networking site in the Philippines throughout the forecast period. As the success of mass market brands on social networking websites is set to continue, it is projected that more promotional activities will be conducted through Facebook. Aside from personal fan pages, companies are also poised to dedicate separate pages for single promotions as they are launched. This trend is perfectly exemplified by Pantenes I Commit to Change promotion of Facebook and Sunsilk Hair Experts. The possibility of using social networking websites for product reviews and product suggestions is also not far off as many Filipino consumers have the opportunity to communicate directly with manufacturers through social networking media. Future Impact Social networking will inevitably become an integral part of the marketing efforts of beauty and personal care manufacturers, especially those companies which are involved in marketing mass brands. Moreover, Facebook fan pages are poised to become the principal channel for communication between beauty and personal care companies and younger consumers. Facebook fan bases are a ready-made audience for companies seeking to disseminate marketing messages; However, manufacturers will need to be able to use the consumer information offered by social networking so as to further understand their target audiences and also the aims of their competitors. At present, the maintenance of a Facebook page entails a relatively low cost; however, in the medium term, companies should consider these promotional activities as an extension of more traditional forms of marketing and also as part of their ongoing customer service efforts as consumers begin to ask directly about product recommendations and discuss complaints with page administrators. As fan bases increase, the possibility of more consumers voicing both positive and negative concerns about products through social media will also increase and companies should be ready to address each of these concerns appropriately. Social networking websites will remain a less prevalent marketing tool for premium beauty and personal care brands and the use of social networking may even be seen as not particularly beneficial for some of these brands. It should be noted that high-end beauty and personal care consumers tend to value the exclusivity of premium products; clearly, opening up a public social networking page for these premium brands has the potential to dilute this high-end brand equity.

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Anti-aging Features Diffuse Across Various Product Categories


Anti-aging became the buzzword in beauty and personal care in the Philippines during 2010 as consumers young and old alikebecame increasingly concerned about maintaining their youthful looks. Concerns about wrinkles and age spots as well as the ongoing awareness campaigns conducted by manufacturers provided very fertile ground for the proliferation of products with anti-aging properties across various beauty and personal care categories. Anti-aging has become one of the most prized benefits within skin care, sun protection, bath and shower, skin care and colour cosmetics. Among the products with anti-aging properties launched in 2010 were Eskinol Ageless, which is available in facial moisturisers and toners. Meanwhile, premium cosmetic brand Clinique introduced Clinique Repairware Anti Aging Make-up in colour cosmetics, while Mary Kays TimeWise line launched Mary Kay TimeWise Body Hand & Dcollet Cream in general purpose body care. Mass brand Olay also launched its Olay Age-Defy in bar soap. Current Impact The launch of more beauty and personal care products in the Philippines with anti-aging qualities further allowed companies to increase penetration among female consumers aged over 30 years old, who tend to be more concerned about the detrimental effects of aging on their physical appearance. There is now a higher number of products with anti-aging properties available in beauty and personal care in the Philippines. These anti-aging products are often sold at higher prices than ordinary variants. Anti-aging products have somehow bucked the trend of falling unit prices, which helped boost average unit prices in 2010 amidst massive price discounting for regular beauty and personal products. The availability of anti-aging variants from popular brands is a product development strategy through which beauty and personal care companies are attempting to obtain higher revenues from their customers by catering to their developing needs. For instance, during 2010 Olay, which is known for its anti-aging products, attempted to increase per capita value sales by introducing a line of bath and shower product intended for use by its current target audience. Thus, Olay Total Effects customers need not look for another brand in bath and shower, especially as many of Olays current customers believe fervently in the efficacy of Olays nourishers/anti-agers. The inclusion of anti-aging properties in many of Olays products can be seen as becomes a response to the current concerns of consumers about the effects of aging, concerns which are not currently being met by regular product variants. Brand extensions will generally leverage on overall brand equity, thereby allowing companies to generate higher demand from within their current target audiences. Outlook Anti-aging properties will continue to be one of the most essential product features for beauty and personal care consumers in the Philippines over the forecast period, especially as the population continues to age. With the numbers of young Filipino men engaging in the metrosexual lifestyle currently on the rise, it is possible that anti-aging products for men will also be launched as manufacturers attempt to boost value sales of their mens grooming products. Technological advancements will stimulate the creation and infusion of more efficient antiaging ingredients into products in skin care, colour cosmetics, bath and shower and sun protection. Next to whitening, it is likely that anti-aging will become the most sought-after feature in beauty and personal care in the Philippines during the forecast period. Future Impact With the producers of mass beauty and personal care brands equally keen on extending their brands to accommodate anti-aging variants, it is expected that the base of products with anti-aging properties will expand during the forecast period to accommodate the needs and desires of consumers in both middle income and high income segments. Pricing for products with anti-aging properties will remain higher than for regular variants, but many of these new anti-aging products will remain affordable for the majority of middle income Filipino consumers. With more anti-aging products for the use on the face and body, manufacturers will also be required to differentiate their anti-aging products further, thereby allowing these newer products to stand out from the products of their competitors. This is especially true for mass market brands, for which lower levels of consumer loyalty apply.

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During the forecast period, the rising concerns about the effects of aging on the skin will possibly lead to younger consumers opting to use anti-aging beauty and personal care products. Typically marketed to consumers over the age of 30, the affordability of these brands is motivating customers between the ages of 20 and 30 to sample anti-aging products. The adage that prevention is better is cure is increasingly being adopted to justify the use of anti-aging beauty and personal care products by the young as increasingly younger female consumers are using anti-aging products in order to prevent the onset of wrinkles and age spots.

MARKET DATA
Table 1 Ps million 2005 Baby Care 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:

Sales of Beauty and Personal Care by Category: Value 2005-2010

2006 5,191.2 10,194.3 3,945.3 4,866.4 131.7 6,185.5 23,414.3 4,064.8 18,487.6 18,405.3 21,265.2 176.9 449.1 5,360.1 70,328.1 96,785.7

2007 5,532.1 10,540.6 4,355.5 5,441.4 143.7 6,741.0 24,300.5 4,249.6 18,924.3 18,840.0 22,646.2 187.9 471.5 5,689.1 74,527.8 101,841.5

2008 5,868.2 10,798.3 4,930.5 5,982.7 156.2 7,115.8 25,866.1 4,435.3 19,352.6 19,265.9 24,055.4 197.0 492.7 5,914.1 79,392.7 107,448.9

2009 6,199.5 10,960.2 5,373.3 6,267.1 166.2 7,281.6 27,159.4 4,634.1 17,566.6 17,477.5 25,618.0 201.9 510.0 6,233.6 83,337.4 110,003.7

2010 6,484.8 11,316.8 5,753.7 6,136.7 174.2 7,648.1 28,848.7 4,928.8 18,240.0 18,148.6 28,452.8 208.9 530.4 6,695.0 88,685.9 116,558.1

4,908.6 9,528.7 3,591.6 4,536.6 117.8 5,943.8 21,761.3 3,843.5 17,601.7 17,521.9 19,244.3 167.3 433.9 4,980.0 65,136.3 90,241.3

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, 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 2005-2010

% current value growth 2009/10 Baby Care 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:

2005-10 CAGR 5.7 3.5 9.9 6.2 8.1 5.2 5.8 5.1 0.7 0.7 8.1 4.5 4.1 6.1 6.4 5.3

2005/10 TOTAL 32.1 18.8 60.2 35.3 47.9 28.7 32.6 28.2 3.6 3.6 47.9 24.9 22.2 34.4 36.2 29.2

4.6 3.3 7.1 -2.1 4.9 5.0 6.2 6.4 3.8 3.8 11.1 3.5 4.0 7.4 6.4 6.0

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

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Notes:

Premium cosmetic sales are additionally included within baby care, 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 Ps million

Sales of Premium Cosmetics by Category: Value 2005-2010

2005 Premium Baby Care 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:

2006 101.7 131.9 335.4 63.3 2,284.3 320.8 2,095.1 1.2 26.5 5,360.1

2007 119.3 142.1 283.1 70.7 2,374.4 337.6 2,333.3 1.3 27.3 5,689.1

2008 115.1 158.7 310.6 71.8 2,454.0 335.7 2,438.7 1.4 28.1 5,914.1

2009 109.4 164.9 335.8 72.7 2,555.6 324.8 2,640.4 1.4 28.6 6,233.6

2010 111.3 171.6 356.7 68.7 2,665.9 360.0 2,930.0 1.4 29.4 6,695.0

96.2 115.8 269.4 45.4 2,172.5 299.9 1,953.3 1.0 26.5 4,980.0

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, 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 2005-2010

% current value growth 2009/10 Premium Baby Care 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:

2005-10 CAGR 2.9 8.2 5.8 8.7 4.2 3.7 8.4 7.5 2.1 6.1

2005/10 TOTAL 15.6 48.1 32.4 51.5 22.7 20.0 50.0 43.6 11.2 34.4

1.7 4.0 6.2 -5.5 4.3 10.8 11.0 3.5 3.1 7.4

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care

Table 5 % retail value rsp Company

Beauty and Personal Care Company Shares by NBO 2006-2010

2006 16.9 12.3 7.8 10.3 6.4 3.6 3.0 1.6

2007 17.4 12.2 9.1 9.8 6.3 3.6 3.0 1.9

2008 18.3 11.8 9.7 9.6 6.1 3.5 3.0 2.4

2009 18.3 10.8 10.4 9.7 6.3 3.4 3.1 2.7

2010 18.2 11.0 10.6 9.6 6.2 3.5 3.1 3.0

Unilever Philippines Inc Colgate-Palmolive Philippines Inc Avon Cosmetics Inc Procter & Gamble Philippines Inc Johnson & Johnson (Philippines) Inc Splash Corp Sara Lee Philippines Inc Beiersdorf AG

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Oral-B Laboratories Philippines Inc L'Oral Philippines Inc Tupperware Brands Corp Lamoiyan Corp Este Lauder Cos Inc Ever Bilena Cosmetics Inc GlaxoSmithKline Philippines Inc Green Cross Inc Rogemson Co Inc, The Sanofi-Aventis Philippines Inc Dermpharma Inc Mary Kay Philippines Inc JVS Worldwide Inc Kao Brands Co Other Private Label Inovitelle Inc Fine Beauty Care Co Inc HBC Inc Suyen Corp Amway Philippines LLC Elizabeth Arden Inc Davidoff Parfums Henkel Philippines Inc Mandom Philippines Corp Lacoste SA St Ives SA, Laboratoires Trinidad Cosmetics Laboratories Inc Nu Skin Enterprises Philippines Inc Kino Consumer Philippines Inc Zest-O Corp Fuller Life Direct Selling Philippines, Inc Bico Co Pfizer Philippines Inc Others Total
Source:

2.7 1.5 1.1 1.0 0.5 1.0 0.6 0.7 0.5 0.7 0.5 0.6 0.5 0.2 0.4 0.8 0.4 0.3 0.2 0.3 0.2 0.3 0.2 0.2 0.2 0.3 0.1 0.2 0.3 1.7 0.2 0.4 19.9 100.0

2.6 1.5 1.3 1.0 0.5 0.8 0.6 0.7 0.6 0.6 0.5 0.5 0.4 0.3 0.4 0.6 0.4 0.3 0.2 0.2 0.2 0.3 0.2 0.2 0.2 0.3 0.1 0.2 0.3 1.8 0.2 18.6 100.0

2.5 1.7 1.9 1.0 0.8 0.7 0.6 0.6 0.6 0.6 0.5 0.5 0.5 0.4 0.4 0.4 0.4 0.4 0.3 0.2 0.2 0.2 0.2 0.2 0.2 0.3 0.1 0.2 0.3 1.7 0.2 16.4 100.0

2.4 1.9 1.6 1.1 0.9 0.7 0.7 0.6 0.6 0.6 0.5 0.5 0.5 0.4 0.4 0.4 0.4 0.4 0.3 0.3 0.3 0.2 0.3 0.2 0.2 0.3 0.2 0.2 0.2 1.8 0.2 16.1 100.0

2.3 1.9 1.6 1.6 1.1 1.0 0.7 0.7 0.6 0.6 0.6 0.5 0.5 0.5 0.4 0.4 0.4 0.4 0.4 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 15.4 100.0

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

Table 6 % retail value rsp Company

Beauty and Personal Care Company Shares by GBO 2006-2010

2006 16.2 14.0 12.3 7.8 6.7 3.5 3.6 1.6 2.4 1.1 1.1 0.5 1.1 0.7

2007 16.6 13.2 12.2 9.1 6.3 3.7 3.6 1.9 2.3 1.3 1.1 0.5 1.1 0.8

2008 17.5 12.9 11.8 9.7 6.1 3.7 3.5 2.4 2.5 1.9 1.1 0.8 1.1 0.8

2009 17.5 12.9 10.8 10.4 6.3 3.8 3.4 2.7 2.6 1.6 1.2 0.9 1.1 0.9

2010 17.4 12.7 11.0 10.6 6.2 3.9 3.5 3.0 2.7 1.6 1.2 1.1 1.0 0.9

Unilever Group Procter & Gamble Co, The Colgate-Palmolive Co Avon Products Inc Johnson & Johnson Inc Sara Lee Corp Splash Corp Beiersdorf AG L'Oral Groupe Lamoiyan Corp Este Lauder Cos Inc Ever Bilena Cosmetics Inc Tupperware Brands Corp Lornamead Group

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GlaxoSmithKline Plc Green Cross Inc Rogemson Co Inc, The Sanofi-Aventis Kao Corp Mary Kay Inc Coty Inc Inovitelle Inc HBC Inc Suyen Corp Henkel AG & Co KGaA Amway Corp Elizabeth Arden Inc VBP Group Dermpharma Inc Mandom Corp Alberto-Culver Co Trinidad Cosmetics Laboratories Inc Nu Skin Enterprises Inc Kino Sentra Industrindo PT Zest-O Corp Hoyu Co Ltd Revlon Inc TVP Dental Brush Corp Mercury Drug Corp Shiseido Co Ltd Private Label Others Total
Source:

1.0 0.6 0.7 0.5 0.5 0.5 0.5 0.4 0.4 0.3 0.5 0.2 0.3 0.3 0.4 0.2 0.3 0.3 0.1 0.2 0.3 0.2 0.2 0.1 0.1 0.1 0.2 18.3 100.0

0.8 0.6 0.7 0.5 0.5 0.5 0.5 0.4 0.4 0.3 0.4 0.2 0.2 0.3 0.3 0.2 0.2 0.3 0.1 0.2 0.3 0.2 0.2 0.1 0.1 0.1 0.3 17.1 100.0

0.8 0.6 0.6 0.6 0.6 0.5 0.5 0.4 0.4 0.4 0.3 0.3 0.2 0.3 0.3 0.2 0.2 0.3 0.1 0.2 0.3 0.2 0.2 0.2 0.1 0.1 0.4 14.9 100.0

0.8 0.7 0.6 0.6 0.6 0.5 0.5 0.4 0.4 0.4 0.3 0.3 0.3 0.3 0.3 0.3 0.2 0.3 0.2 0.2 0.2 0.2 0.2 0.2 0.1 0.1 0.4 14.5 100.0

0.8 0.7 0.6 0.6 0.6 0.5 0.5 0.4 0.4 0.4 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 0.1 0.1 0.4 13.8 100.0

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

Table 7 % retail value rsp Brand Johnson's Baby

Beauty and Personal Care Brand Shares by GBN 2007-2010

Company Johnson & Johnson (Philippines) Inc Unilever Philippines Inc Avon Cosmetics Inc Colgate-Palmolive Philippines Inc Unilever Philippines Inc Unilever Philippines Inc Oral-B Laboratories Philippines Inc Sara Lee Philippines Inc Unilever Philippines Inc Colgate-Palmolive Philippines Inc Procter & Gamble Philippines Inc Colgate-Palmolive Philippines Inc Procter & Gamble Philippines Inc Avon Cosmetics Inc Beiersdorf AG Lamoiyan Corp Unilever Philippines Inc Unilever Philippines Inc

2007 4.2 3.9 3.8 1.6 2.7 2.0 2.6 2.2 3.1 2.6 1.9 1.7 1.5 1.0 0.8 1.1 1.2 1.2

2008 4.1 3.9 4.0 1.5 2.8 2.5 2.5 2.2 2.6 2.4 1.9 1.8 1.5 1.2 1.0 1.7 1.4 1.3

2009 4.3 4.1 4.1 2.9 2.9 2.6 2.4 2.2 2.0 1.9 1.9 1.8 1.6 1.4 1.1 1.4 1.3 1.3

2010 4.2 4.1 4.0 3.1 3.1 2.6 2.3 2.3 1.9 1.9 1.9 1.8 1.6 1.6 1.5 1.5 1.2 1.1

Cream Silk Avon Palmolive Naturals Pond's Sunsilk Braun Oral-B Eskinol Close-Up Colgate Fresh Confidence Safeguard Colgate Pantene Avon Skin So Soft Nivea Body Hapee Vaseline Rexona

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SkinWhite Head & Shoulders Olay Clear Maxi-Peel Finesse L'Oral Studio Line Rejoice Avon Sweet Honesty Gillette Rubie Vaseline Intensive Care Dove Nizoral Zwitsal Gillette Rubie II Lactacyd Ever Bilena Clinique Avon Moisture Therapy Bambini The Body Shop Jergens Zwitsal Others Total
Source:

Splash Corp Procter & Gamble Philippines Inc Procter & Gamble Philippines Inc Unilever Philippines Inc Splash Corp Unilever Philippines Inc L'Oral Philippines Inc Procter & Gamble Philippines Inc Avon Cosmetics Inc Procter & Gamble Philippines Inc Unilever Philippines Inc Unilever Philippines Inc Johnson & Johnson (Philippines) Inc Tupperware Brands Corp Procter & Gamble Philippines Inc Sanofi-Aventis Philippines Inc Ever Bilena Cosmetics Inc Este Lauder Cos Inc Avon Cosmetics Inc Rogemson Co Inc, The JVS Worldwide Inc Kao Brands Co Fuller Life Direct Selling Philippines, Inc

1.1 1.1 0.9 0.3 1.0 0.8 0.7 0.9 0.7 0.8 0.7 0.7 0.8 0.7 0.5 0.3 0.5 0.4 0.5 0.5 0.4 0.6 46.3 100.0

1.1 1.0 1.1 0.9 1.0 0.8 0.8 0.8 0.7 0.7 0.7 0.7 0.7 0.6 0.6 0.5 0.5 0.4 0.5 0.5 0.5 0.6 44.1 100.0

1.1 1.1 1.0 1.0 1.0 0.9 0.9 0.8 0.8 0.8 0.7 0.7 0.7 0.6 0.6 0.6 0.5 0.5 0.5 0.5 0.5 0.6 42.5 100.0

1.1 1.1 1.1 1.0 1.0 0.9 0.9 0.8 0.8 0.7 0.7 0.7 0.6 0.6 0.6 0.6 0.6 0.5 0.5 0.5 0.5 0.5 42.1 100.0

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

Table 8 % retail value rsp

Penetration of Private Label by Category 2005-2010

2005 Beauty and Personal Care Bath and Shower Fragrances Hair Care Men's Grooming Mass Cosmetics
Source:

2006 0.2 0.8 0.6 0.4 0.3

2007 0.3 0.9 0.8 0.6 1.1 0.4

2008 0.4 1.0 0.9 0.8 2.2 0.5

2009 0.4 1.0 0.8 0.8 2.1 0.5

2010 0.4 1.1 0.8 0.8 2.0 0.5

0.2 0.6 0.5 0.3 0.2

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

Table 9 % retail value rsp

Sales of Beauty and Personal Care by Distribution Format: % Analysis 2005-2010

2005 Store-Based Retailing Grocery Retailers Discounters Small Grocery Retailers Convenience Stores Forecourt Retailers 85.1 52.8 0.0 7.2 1.2 0.0

2006 84.9 52.2 0.0 6.7 1.1 0.0

2007 84.2 51.7 0.0 6.6 1.2 0.0

2008 83.4 51.0 0.0 6.5 1.2 0.0

2009 82.7 50.6 0.0 6.4 1.2 0.0

2010 82.3 50.3 0.0 6.2 1.2 0.0

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Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Beauty Specialist Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Retailers Non-Store Retailing Direct Selling Homeshopping Internet Retailing Vending Total
Source:

6.0 21.3 24.4 32.3 16.9 2.9 3.5 10.4 0.2 14.2 14.2 0.0 0.0 0.0 0.9 0.2 14.9 14.8 0.0 0.1 0.0 100.0

5.5 21.8 23.7 32.7 17.9 3.0 3.8 10.8 0.2 14.0 14.0 0.0 0.0 0.0 0.7 0.2 15.1 15.0 0.0 0.1 0.0 100.0

5.4 21.9 23.1 32.6 17.9 3.0 3.8 10.8 0.3 13.9 13.9 0.0 0.0 0.0 0.6 0.2 15.8 15.7 0.0 0.1 0.0 100.0

5.3 22.1 22.4 32.4 18.0 3.0 3.9 10.9 0.2 13.7 13.7 0.0 0.0 0.0 0.4 0.2 16.6 16.5 0.0 0.1 0.0 100.0

5.1 22.0 22.3 32.0 17.9 3.0 3.9 10.9 0.2 13.5 13.5 0.0 0.0 0.0 0.4 0.2 17.3 17.2 0.0 0.1 0.0 100.0

5.0 22.1 21.9 32.0 18.0 2.9 3.9 11.0 0.2 13.5 13.5 0.0 0.0 0.0 0.4 0.1 17.7 17.6 0.0 0.1 0.0 100.0

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: % Analysis 2010

% retail value rsp BC Store-Based Retailing Grocery Retailers Discounters Small Grocery Retailers Convenience Stores Forecourt Retailers Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Beauty Specialist Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Retailers Non-Store Retailing Direct Selling Homeshopping 63.2 36.3 0.0 12.2 5.3 0.0 6.9 21.3 2.8 26.9 13.8 3.5 4.2 6.2 0.0 13.1 13.1 0.0 0.0 0.0 0.0 0.0 36.8 36.8 0.0 BS 93.1 62.1 0.0 8.5 0.6 0.4 7.5 21.5 32.1 30.9 22.6 3.0 5.1 14.5 0.0 7.2 7.2 0.0 0.0 0.0 1.1 0.0 6.9 6.8 0.0 CC 33.4 5.9 0.0 1.3 0.9 0.0 0.5 4.6 0.0 27.4 11.7 8.1 0.0 3.6 0.0 15.7 15.7 0.0 0.0 0.0 0.0 0.0 66.6 66.5 0.0 D 69.4 42.6 0.0 8.0 3.3 0.0 4.7 28.0 6.6 26.8 13.7 5.3 0.0 8.4 0.0 13.0 13.0 0.0 0.0 0.0 0.1 0.0 30.6 30.6 0.0 DP 99.1 60.7 0.0 7.6 4.4 0.0 3.2 23.7 29.5 38.4 19.3 6.0 2.6 10.7 0.0 17.8 17.8 0.0 0.0 0.0 1.3 0.0 0.9 0.9 0.0 F 50.5 9.4 0.0 0.9 0.7 0.0 0.2 8.0 0.5 41.1 6.8 6.8 0.0 0.0 0.0 32.5 32.5 0.0 0.0 0.0 0.0 1.8 49.5 48.5 0.0

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Internet Retailing Vending Total

0.0 0.0 100.0 HC

0.1 0.0 100.0 MG 85.9 52.3 0.0 8.3 2.9 0.0 5.3 22.7 21.4 33.6 17.5 7.1 0.7 9.6 0.0 14.9 14.9 0.0 0.0 0.0 1.2 0.0 14.1 14.1 0.0 0.0 0.0 100.0

0.1 0.0 100.0 OC 99.9 70.3 0.0 8.4 0.0 0.0 8.4 21.6 40.3 29.6 16.4 1.3 4.9 10.2 0.0 12.8 12.8 0.0 0.0 0.0 0.3 0.2 0.1 0.1 0.0 0.0 0.0 100.0

0.0 0.0 100.0 SC 74.8 40.9 0.0 2.3 2.0 0.0 0.4 27.2 11.3 33.9 18.0 2.3 4.8 10.9 0.0 15.8 15.8 0.0 0.0 0.0 0.1 0.0 25.2 25.0 0.0 0.2 0.0 100.0

0.0 0.0 100.0 SU 99.3 44.6 0.0 10.2 8.1 0.0 2.0 27.0 7.5 54.7 23.2 4.2 8.0 11.0 0.0 31.5 31.5 0.0 0.0 0.0 0.0 0.0 0.7 0.7 0.0 0.0 0.0 100.0

0.9 0.0 100.0 SK 33.8 17.0 0.0 0.0 0.0 0.0 0.0 17.0 0.0 16.8 11.0 9.1 1.9 0.0 0.0 5.8 5.8 0.0 0.0 0.0 0.0 0.0 66.2 66.2 0.0 0.0 0.0 100.0

Store-Based Retailing Grocery Retailers Discounters Small Grocery Retailers Convenience Stores Forecourt Retailers Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Beauty Specialist Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Retailers Non-Store Retailing Direct Selling Homeshopping Internet Retailing Vending Total
Source: Key:

99.0 66.5 0.0 8.2 0.0 0.0 8.2 24.2 34.1 32.5 23.3 1.1 4.9 16.5 0.8 8.5 8.5 0.0 0.0 0.0 0.7 0.0 1.0 1.0 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 care; 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 Ps million

Forecast Sales of Beauty and Personal Care by Category: Value 2010-2015

2010 Baby Care 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 6,484.8 11,316.8 5,753.7 6,136.7 174.2 7,648.1 28,848.7 4,928.8 18,240.0 18,148.6 28,452.8 208.9 530.4 6,695.0

2011 6,560.2 11,192.3 6,011.9 6,148.4 179.0 7,789.7 29,773.3 4,987.8 18,126.6 18,034.1 30,376.5 210.9 533.0 6,965.7

2012 6,664.2 11,100.1 6,269.1 6,206.4 183.6 7,915.3 30,620.6 5,043.4 18,087.0 17,993.9 32,220.0 213.5 538.4 7,227.1

2013 6,800.2 11,038.1 6,521.5 6,304.4 188.1 8,015.5 31,380.3 5,093.6 18,124.7 18,031.4 33,958.3 216.6 546.4 7,484.8

2014 6,976.6 11,007.1 6,764.5 6,443.6 192.6 8,103.1 32,071.1 5,138.0 18,268.9 18,175.5 35,538.5 220.4 556.3 7,742.6

2015 7,193.3 11,022.3 6,994.8 6,638.0 197.0 8,173.4 32,697.7 5,176.7 18,482.8 18,389.6 36,949.6 224.8 567.4 7,929.1

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Mass Cosmetics Beauty and Personal Care


Source: Notes:

88,685.9 116,558.1

91,630.5 119,660.1

94,520.4 122,767.2

97,296.6 125,829.5

99,938.5 128,857.2

102,532.2 131,830.4

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, deodorants, colour cosmetics, hair care, fragrances, 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 12

Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015

% constant value growth 2010-15 CAGR Baby Care 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:

2010/15 TOTAL 10.9 -2.6 21.6 8.2 13.1 6.9 13.3 5.0 1.3 1.3 29.9 7.6 7.0 18.4 15.6 13.1

2.1 -0.5 4.0 1.6 2.5 1.3 2.5 1.0 0.3 0.3 5.4 1.5 1.4 3.4 2.9 2.5

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, deodorants, colour cosmetics, hair care, fragrances, 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 13 Ps million

Forecast Sales of Premium Cosmetics by Category: Value 2010-2015

2010 Premium Baby Care 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 109.4 174.5 369.7 67.6 2,686.1 372.7 3,154.7 1.4 29.5 6,965.7

2012 107.8 178.8 382.4 67.0 2,701.2 384.2 3,374.4 1.4 29.8 7,227.1

2013 106.7 181.7 394.6 66.8 2,712.2 400.5 3,590.8 1.4 30.2 7,484.8

2014 106.1 189.8 405.9 67.7 2,719.4 419.1 3,802.7 1.3 30.7 7,742.6

2015 105.8 198.8 356.4 69.0 2,724.1 437.2 4,005.3 1.3 31.2 7,929.1

111.3 171.6 356.7 68.7 2,665.9 360.0 2,930.0 1.4 29.4 6,695.0

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, 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 2010-2015

% constant value growth 2010-15 CAGR 2010/15 TOTAL

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Premium Baby Care 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:

-1.0 3.0 0.0 0.1 0.4 4.0 6.5 -1.7 1.2 3.4

-4.9 15.9 -0.1 0.4 2.2 21.5 36.7 -8.0 6.0 18.4

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care

DEFINITIONS
This report analyses the market for Beauty and Personal Care in the Philippines. For the purposes of the study, the market has been defined as follows: Baby care Bath and shower Colour cosmetics Deodorants Depilatories Fragrances Hair care Men's grooming Oral hygiene Skin care Sun care Sets/Kits

Explanations of words and/or terminology used in this report are as follows: Sari-sari store: a traditional convenience store commonly found in residential areas. This type of retail outlet is more prevalent in provincial areas, although sari-sari stores are also visible in metropolitan cities, particularly in middle-income neighbourhoods Tingi: literally translates as per unit. Tingi is a common purchasing practice across various fmcg categories in the Philippines, including packaged food, tobacco, consumer healthcare and pet care, due to the low disposable income of the majority of Filipinos. The system is usually employed in outlets of traditional retail outlets such as sari-sari stores, although modern grocery retailers which cater to mass market consumers are slowly adopting the sari-sari practice by popular demand.

Sources used during research include the following:


Summary 1 Trade Press Research Sources Beauty Business News Beauty International Bussiness World Online

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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

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