Asia Personal Care & Cosmetics Market Guide 2016

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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.
In addition to personal care products top-sellers in cosmetics market are distributed through multi-level marketing or direct selling – Avon, Mary Kay, Fullerton/Sara Lee, Amway. Most of these products are U.S. brands. Product Trends U.S. brand Avon Cosmetics dominated color cosmetics in 2015, with a market share of 29 percent. The company remains appealing to mass consumers due to its affordable prices, product variety, and flexible paying terms. Avon is also a very well-established brand that has penetrated even small neighborhoods. Pricing Imported goods for sale in the Philippines are not only considered quality products, but are also more expensive. If the difference between a locally manufactured product and an imported one is a few pesos, a consumer would likely buy the imported brand. Filipino consumers are increasingly more discerning and brand-conscious and this is more and more reflective in their purchase habits. They watch out for product promotions that offer their favorite products at lower prices and think twice before making purchases. To make products more available to consumers, cosmetics and personal care companies, including multinationals, have repackaged products into single-use sachets. Consumers have the option to buy in quantities they need and can afford; for example, they can buy one sachet only or enough sachets for a week or two. The average mark-up for consumer goods is 40 percent. Representative retail prices for the following products (US$) Products Mass Market Premium Low High Low High Perfume $6.16 $10.29 $20.59 $113.37 Lipstick $3.40 $4.43 $8.20 $15.46 Eye Shadow $7.19 $11.48 $20.61 $69.88 Mascara $4.11 $7.73 $24.73 $76.26 Sunscreen $5.13 $8.22 $10.31 $38.54 Bronzer/Blush $6.00 $9.03 $12.16 $25.97 Skin Cream $4.10 $9.28 $15.05 $57.71 Shampoo/Conditioner $3.09 $5.67 $16.28 $51.53 Hair Styling Product $3.09 $5.77 $14.39 $28.75 Deodorant $2.04 $3.40 $8.14 $20.61 Nail Polish $0.93 $1.86 $7.94 $11.32 Shaving Prep $2.39 $6.39 $11.27 $26.69 Source: U.S. Commercial Service Philippines Field Research Overview of the Domestic Market US Imports and Competitors
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Asia Personal Care & Cosmetics Mark
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Table of Contents Country Guide: Au
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Overview of the Domestic Market Siz
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Table I: Total Imports of Personal
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interest, if the products are direc
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eached Australia, despite the count
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Cosmetics that make therapeutic cla
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Personal Care & Cosmetics Products
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Eye Shadow $15 $27 $48 $84 Mascara
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Baby and child specific products ar
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2015 Key Figures: • 63,241 visits
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• Stamped copies of power of atto
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HS Code Description Tariff VAT Cons
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Personal Care & Cosmetics Products:
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Hong Kong’s total imports, includ
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In developing a distribution strate
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In premium skincare products, consu
Page 35 and 36: Hong Kong. Other leading U.S. skinc
Page 37 and 38: 3. “Dermo-skincare products” fo
Page 39 and 40: Personal Care & Cosmetics Products
Page 41 and 42: functional items to more advanced a
Page 43 and 44: market in India. For a new imported
Page 45 and 46: • Product Mix at the trade show:
Page 47 and 48: - The office of the Drug Controller
Page 51 and 52: Distributors notice that products w
Page 53 and 54: ecommended for substantial entry in
Page 55 and 56: Imports from Southeast Asian neighb
Page 57 and 58: - Issued by the manufacturer/princi
Page 59 and 60: products. From the viewpoint of not
Page 61 and 62: Fragrances, especially new product
Page 63 and 64: Shaving Prep 3.00 6.00 13.00 65.00
Page 65 and 66: Color Cosmetics Japanese women use
Page 67 and 68: Upon receipt of the manufacturing o
Page 71 and 72: 3304 Make-Up & Skin-Care Preparatio
Page 73 and 74: The younger generation females tend
Page 75 and 76: The majority of the mass market cos
Page 77 and 78: 27.44% of the Malaysian manicure or
Page 79 and 80: to the Muslim consumers should be a
Page 81 and 82: • Population changes will shape e
Page 83 and 84: United Kingdom $23,932 4% $25,649 4
Page 85: Personal Care & Cosmetics Products
Page 89 and 90: purchases across all socio-economic
Page 93 and 94: Leading international brands contin
Page 95 and 96: moisturizer than a foundation and y
Page 97 and 98: 2. Hair care preparations (shampoos
Page 99 and 100: There are no import or custom dutie
Page 101 and 102: 2012 2013 2014 2015 Total Market Si
Page 103 and 104: Since the demand for new retail cha
Page 105 and 106: Overview of the Domestic Market US
Page 107 and 108: Annex
Page 109 and 110: COSMETICS MARKET READINESS ASSESSME
Page 111 and 112: Product Function No Not required if
Page 117 and 118: Product Notification Cosmetics prod
Page 119 and 120: Percentage of Ingredients Claimed N
Page 121 and 122: Product Sample Labeling Country of
Page 123 and 124: ASEAN Table: Cosmetics Indonesia Ma
Page 125 and 126: Australia Personal Care and Cosmeti
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Table 2: China Imports of Personal
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Table 4: China's Imports of Persona
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HTS Code Description 2011 2012 2013
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HONG KONG'S DOMESTIC EXPORTS BY PRO
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HONG KONG'S IMPORTS BY PRODUCTS, 20
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HONG KONG'S IMPORTS FROM THE U.S. B
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HONG KONG'S IMPORTS FROM FRANCE BY
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HONG KONG'S IMPORTS FROM KOREA (SOU
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India Personal Care and Cosmetics T
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Indonesia Personal Care and Cosmeti
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Japan Personal Care and Cosmetics T
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Malaysia Personal Care and Cosmetic
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Table 2: Philippines Imports of Per
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Table 4: Philippines's Imports of P
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Table 10: Imported Products Share o
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Table 13: HS 37: Cosmetic & Toilet
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Singapore Personal Care and Cosmeti
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South Korea Personal Care and Cosme
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1401 Constitution Avenue, NW Washin
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