Premium Beauty and Personal Care in the Philippines

2020 IMPACT

Declines for premium beauty and personal care due to home seclusion and closure of main distribution channels

Despite the fact that affluent consumers who tend to purchase premium beauty and personal care were less likely to have been impacted financially by the pandemic, the category recorded notable declining value sales in 2020. This was mainly as a result of declining demand for products deemed to be non-essential whilst consumers were confined to their homes during lockdown, and unable to socialise or travel; therefore, the most significant declines were recorded by premium colour cosmetics, fragrances, and sun care, although these categories also managed to gain share from the mass segment during the year.

Premium skin care shows some resilience due to self-care and closure of beauty salons

Premium skin care was also more resilient than some areas of the category with only marginal declines or stable demand for many products including general purpose body care, firming/anti-cellulite body care, face masks, liquid/cream/gel/bar cleansers, toners and hand care as affluent consumers looked to maintain personal grooming routines whilst confined to their homes, particularly as beauty salons were closed and they were unable to indulge in treatments.

Premium beauty and personal care is increasingly competitive and fragmented landscape

Premium beauty and personal care became an increasingly competitive and fragmented landscape in 2020, where smaller niche brands under “others” gained value share. Nevertheless, Estée Lauder Cos Inc, the only player to hold double-digit value share overall, managed to strengthen its leadership due to its strength in premium skin care through its brands Clinique and Estée Lauder which both recorded positive value growth in 2020.

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