As disposable income continued rise, colourants, salon professional hair care and conditioners and treatments were the most dynamic categories in 2018. While standard shampoos remains the dominant category in hair care, consumers are feeling increasingly confident about investing in additional products in order to achieve the best results.
Despite premiumisation being seen in hair care in the Philippines most consumers continue to rely on standard shampoos due to the more affordable prices of these products. These value-conscious consumers also showed a growing interest in 2-in-1 products over the review period with these seen to represent good value, with a combined shampoo and conditioner, while also providing satisfactory results.
The majority of consumers continued to prefer a more natural look when it came to their hair in 2018, with this leading to styling agents recording a further decline in retail volume terms. Soft and flowing hair was much more popular than very stylised hair designs.
Multinationals Unilever, Procter & Gamble and Colgate-Palmolive continued to dominate hair care in 2018 with these three players accounting for over three-quarters of all value sales. These companies benefit from strong distribution, large marketing budgets and a wide range of well-known brands including Cream Silk, Palmolive, Pantene, Dove and Head & Shoulders.
In 2019 Procter & Gamble teamed up with online shopping platform Shopee to promote its “Stop Bad Hair Day” campaign, which was focused on the key concerns of Filipino consumers when it comes to hair care – hair fall, dandruff and pleasant smelling hair. The campaign was designed to promote the appearance of Procter & Gamble’s Head & Shoulders, Pantene and Rejoice brands on the Shopee platform, with it offering up to 40% off its hair care products from 3-5 April.
The leading local player in hair care is Splash Corp with its Vitress, Kolours and Control brands. The company’s strength is in colourants and styling agents, although it lost share in overall hair care in 2018 due to the poor performance of the latter.
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This industry report originates from Passport, our Beauty and Personal Care market research database.