Super Premium Beauty and Personal Care in the Philippines

PROSPECTS

Men represent an increasingly important consumer base, high investment in skin care regimes to improve personal appearance

The super premium beauty and personal care category saw continued growth in 2019. Products catering to men’s skin care saw increased demand.

Malls reduce prices in effort to compete with online retailers

Shopping mall prices of super premium fragrances were more heavily discounted towards the end of the review period, due to the increasing availability of alternative retail channels for local consumers. Before the boom in online retailing, super premium fragrances could already be found in the numerous dollar stores spread across the country, especially in key cities.

Net-savvy consumers research online prior to purchase, branded players develop relationships with third-party retailers

Brands’ presence online is also a driving force for super premium brands because consumers want to be well informed about the brand before committing to a purchase. Local consumers are showing increasing trust in internet retailers such as Lazada, Zalora, Sephora and BeautyMNL.

COMPETITIVE LANDSCAPE

Expanding middle class boosts brands such as Acqua di Giò pour Homme, Hugo and Romance

The category remained relatively static in 2018. International players dominate super premium beauty and personal care in the Philippines.

Local brand ambassadors key to raising awareness

Limited collections of super premium fragrances can increase retail value sales. However, since growth opportunities for super premium fragrances also lie in more sophisticated know-how among Filipino consumers of intrinsic layering, marketing and promotions can enhance knowledge and spur value sales growth.

Online channel set to become increasingly important despite dominance of bricks and mortar outlets

Brand loyalty may diminish over the forecast period as consumers continually seek higher-quality products rather than a particular brand name. Affluent consumers are likely to remain focused on high-end and globally prestigious names because of their ability to pay for such high-priced items.

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