Asia Personal Care & Cosmetics Market Guide 2016

protection products and creams. Philippine-made cosmetics, toiletries, and personal care products are
exported to other countries, primarily to the Middle East.
Some local products with whitening properties also contain natural and organic ingredients from locally
available sources such as green and ripe papaya and kalamansi, a local lime. Other skincare preparations
may contain locally sourced avocado, aloe vera, virgin coconut oil, seaweeds, and alum. The demand for
cosmetics, toiletries, and personal care products continue to grow as consumers become more aware of
the importance of health and hygiene. There are now also more products formulated for young skin aimed
at young consumers.
Major domestic manufacturers are Procter & Gamble Philippines; Colgate Palmolive Philippines; J&J
Philippines; Amway Philippines; Unilever Philippines; Splash Corporation/Hortaleza Beauty Center (HBC);
Ever Bilena; Lamoiyan Corporation; and Rainiers Research Development Institute, Inc. Imported
products include brands such as Max Factor; Avon; Fullerton/Sara Lee; Mary Kay Cosmetics; Maybelline;
L’Oréal; MAC; and Shiseido.
Consumer Profile
Traditionally prudent Filipino consumers have increased their spending in line with the country’s solid
economic performance. With more money in their pockets, consumers are buying higher-quality
essentials such as food and household products, as well as make-up, skin care, soap, and other handwash
products. The growing middle class also has increased access to available consumer credit and
financial cards.
Distribution Channels and Marketing
According to different studies, Filipinos are some of the heaviest internet users with an average of six
hours per day spent online. The internet provides consumers abundant information about current global
trends, new products in the market, and top cosmetics brands. Cosmetics companies benefit from the
ease in promotions that social media offers, and are able to enhance knowledge and interests among
consumers.
Imported products are distributed mainly in department stores, supermarkets, hypermarkets, drugstore
chains, duty free outlets, and through direct sales channels – a reflection of aggressive marketing of
these products on various platforms, including social media.
The best way for a U.S. company to sell to the Philippines and ensure broad exposure of its products is
by working through a distributor who distributes its products nationwide through dealer or agent
connections. It is advantageous to a brand for foreign principals/exporters to provide promotional
materials, advertising, and training for sales and service staff of their distributor.
Market leaders such as multinational companies Procter & Gamble, Johnson & Johnson, Colgate-
Palmolive, Unilever, and large local companies like Splash, Unilab, and Myra, tend to advertise heavily in
print, TV, radio, and social media. They usually allot a significant portion of their budget for massmarket
campaigns and this tends to help them retain top spots in the industry.