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Market Research Report

Beauty And Personal Care in the Philippines

Published by	Euromonitor International
Published	July, 2010	Product code	126632
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Price	US $ 2400 PDF by E-mail (Single user license)

Introduction
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Beauty And Personal Care in the Philippines published by Euromonitor International in July, 2010. This report price starts from US $ 2400.

Introduction

Abstract

Why buy this report

Get insight into trends in market performance
Pinpoint growth sectors and identify factors driving change
Identify market and brand leaders and understand the competitive environment

Product coverage

Baby Care; Bath and Shower; Colour Cosmetics; Deodorants; Depilatories; Fragrances; Hair Care; Men' s Grooming; Oral Care; Oral Care Excl Power Toothbrushes; Premium Cosmetics; Sets/Kits; Skin Care; Sun Care

Executive summary

Beauty and personal care reports slower 2009 growth

The slowdown in the country' s economy in 2009 has taken its toll on the previously vibrant beauty and personal care market in the Philippines. This has been felt most strongly in categories where middle- and lower-income consumers make up a large share of the demand. Hair care and bath and shower both registered deceleration in growth as lower-income Filipino consumers economised in their use of shampoos and bar soap, which are identified as growth drivers in the aforementioned categories, respectively.

Whitening remains an underlying theme in new product developments

Manufacturers have been keen to take advantage of Filipinos' penchant for whiter complexions through the launch of more products with whitening benefits. Furthermore, within the whitening trend, an emerging trend is the increasing availability of cosmeceuticals through the popularity of skin care and bath and shower products containing glutathione and kojic acid, both of which are ingredients known to whiten the skin.

Unilever Philippines Inc strengthens foothold

Unilever Philippines Inc maintains market leadership in beauty and personal care buoyed by its dominance in large sectors such as skin care, deodorants, and hair care. In 2009, the company' s strategy of offering smaller-sized packaging was well-received by belt-tightening middle- and lower-income consumers who are on the lookout for more affordable alternatives.

Direct selling becomes a more significant channel

The economic slowdown in the Philippines developed a fertile ground for the growth of direct selling. Companies such as Avon Cosmetics Inc and Ever Bilena Cosmetics Inc both renewed their strategic commitment to boosting revenues through discounts and more exciting product launches. Furthermore, Avon launched an intensive marketing campaign in order to encourage more women to join its network of agents. This strategy has been effective since more women felt persuaded to find ways to augment the family income during the period of economic duress.

Manufacturers to focus on market penetration over forecast period

During the forecast period, beauty and personal care will see more efforts from manufacturers penetrating largely untapped demographics including male consumers, teenagers, and lower-income consumers. Men' s grooming is projected to post more vibrant performance as large manufacturers take advantage of the growing acceptance of ‘metrosexuality' . Smaller-sized packaging which makes products more affordable and the launch of brands which are especially designed for teens will boost growth in skin care and deodorants.