Bath and Shower in the Philippines

PROSPECTS

Maturity and lack of innovation impedes the development of bath and shower

After hair care and skin care, bath and shower is the largest category within beauty and personal care in the Philippines. Nevertheless, unlike the other two categories, bath and shower suffered from a lack of significant product innovation over the review period, with many consumers happy to stick with bar soap.

Links between talcum powder and cancer impacts sales

Another factor to have a negative impact on sales of bath and shower was the poor performance of talcum powder. These products have been negatively impacted by stories that have appeared in the media highlighting the potentially harmful side effects of regularly using talcum powder.

Widespread usage of skin whitening products drives demand

In order to overcome category maturity and the strong competition, some players offer multifunctional bath and shower products. For example, extra moisturising, firming, whitening and even anti-ageing are just a few of the benefits which appeal to consumers in the Philippines.

COMPETITIVE LANDSCAPE

Brand loyalty supports strong position of Safeguard bar soap

Procter & Gamble Philippines Inc retained a strong lead in bath and shower in 2018 largely thanks to the strong position of its Safeguard brand in bar soap. The Safeguard brand has a long-standing presence in the Philippines with it having built up a loyal and trusting following, with it being well-known for its antibacterial properties.

New product launches drive growth for Cetaphil

Galderma Philippines Inc witnessed one of the most dynamic growth rates in 2018 with it benefiting from the successful launch of a range of new products. In bar soap it launched its Cetaphil Deep Cleansing Bar which is designed to gently clean the skin without drying out or irritating the skin.

Local brand Silka retains popularity with image conscious women

Cosmetique Asia Corp is the leading local player in bath and shower, with the company benefiting from the widespread popularity of its Silka bar soap. The brand’s products are affordable and are recognised for their help in achieving a lighter complexion.

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