Colour Cosmetics in the Philippines

COLOUR COSMETICS IN THE PHILIPPINES Euromonitor International July 2014

COLOUR COSMETICS IN THE PHILIPPINES

LIST OF CONTENTS AND TABLES Headlines ..................................................................................................................................... 1 Trends ......................................................... ................................................................. ................ 1 Competitive Landscape ..................................................... ........................................................... 2 Prospects ..................................................................................................................... ................ 2 Category Data ........................................................ ................................................................. ..... 3 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 Table 12 Table 13

Sales of Colour Cosmetics by Category: Value 2008-2013 .......................... 3 Sales of Colour Cosmetics by Category: % Value Growth 2008-2013 ......... 4 Sales of Colour Cosmetics by Premium vs Mass: % Value 2008-2013........ 4 NBO Company Shares of Colour Cosmetics: % Value 2009-2013 .............. 5 LBN Brand Shares of Colour Cosmetics: % Value 2010-2013 ..................... 5 LBN Brand Shares of Eye Make-up: % Value 2010 -2013 ............................ 6 LBN Brand Shares of Facial Make-up: % Value 2010-2013......................... 7 LBN Brand Shares of Lip Products: % Value 2010-2013 ............................. 8 LBN Brand Shares of Nail Products: % Value 2010-2013 ............................ 8 LBN Brand Shares of Premium Colour Cosmetics: % Value 20102013 ............................................................. ................................................ 9 Forecast Sales of Colour Cosmetics by Category: Value 2013-2018 ........... 9 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2013-2018 ............................................................... ................................... 10 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018 ............................................................... ................................... 10

© Euromonitor International

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COLOUR COSMETICS IN THE PHILIPPINES HEADLINES Colour cosmetics registers slower current retail value growth of 3% in 2013 

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Typhoon Yolanda hampers distribution in stricken areas

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Other facial make-up registers the strongest current retail value growth of 15%

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Unit prices increase in all categories

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Avon Cosmetics leads the industry and accounts for 38% of retail value sales Colour cosmetics is expected to register a retail value CAGR of 4% at constant 2013 prices over the forecast period

TRENDS After double-digit retail value growth of 13% in current terms in colour cosmetics in 2012, growth slowed to 3% in 2 013. Generally, demand for the products continues to be robust. The growing number of employed women in the co untry contributes to the increasing demand for these products. 

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The growth of colour cosmetics was hampered by the effects of Typhoon Yolanda, which hit the Philippines in November 2013. The devastation in Visayas affected both store based retailers and direct sellers. For brands like Avon where more than 20% of direct selling agents are from Visayas, the typhoon significantly weakened demand during the fourth qua rter. Other facial make-up eclipsed all categories with retail value sales growth of 15% in current terms in 2013. This vibrant performance was driven by the increasing expansion of BB creams in the Philippines. During 2013, well-known skin care brand Pond’s launched its highly advertised BB cream, which generated trial purchases by middle-income teens. With the promise of giving coverage, sun protection, moisturising and even skin whitening, BB creams are gaining popularity among consumers who are looking for a wide range of benefits from a single product. The local market for colour cosmetics is largely driven by product innovation. Manufacturers continue to improve their products to keep customers interested and differentiate themselves from competition. Market leader Avon Cosmetics Inc introduced True Color Technology, assuring customers of more intense shades and colours which are true to what is shown on the packaging. Aside from colours, the brands also develop products that offer moisturising benefits. In order to educate consumers about make-up usage, Avon’s True Color Eye Shadow Quad’s shade is numbered from one to four, which tells consumers the order of application. Mineral make-up continues to cater to a niche of more affluent buyers. These products are taking a back seat as new i nnovations such as BB and CC creams gain popularity in the Philippines. A number of CC creams were introduced in 2013 and are starting to generate demand from more affluent urban women. Korean brands such as The Face Shop and Etude House are among the most-sought brands in the local market. Premium products accounted for 6% of retail value sales in colour cosmetics in 2013. Whil e most Filipinos settle for more affordable products, some are happy to spend more for perceived product benefits. More affluent women buy premium brands, most of which are


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imported. Premium products are perceived to be made of higher quality ingredients, offer better benefits and be gentler on the skin. 

Mass brands continued to dominate the market and registered better growth than premium products. Manufacturers’ product innovations, and new technology and shades enabled them to gain better po sitioning and compete with higher-priced products. Mass brands are also instrumental in expanding the customer base to incorporate younger consumers.

COMPETITIVE LANDSCAPE Direct selling giant Avon Cosmetics Inc led colour cosmetics in 2013 with retail value share of 38%. Avon has customers at all income levels through its wide range of colour cosmetics brands that span facial make-up, lip products and eye make-up. The company’s success is also attributable to its wide network of direct selling agents that ensures nationwide distribution of products. Avon also allows customers to pay by instalment, which is more convenient for lower- and middle-income consumers. The company’s investment in advertising campaigns featuring high profile celebrities and product innovation also strongly supports its market leadership. 

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Cosnova GmbH experienced the fastest growth at 191% in 2013. Its retail value sales increased as consumers were attracted by its new product offerings. Unilever Philippines Inc’s shares in colour cosmetics also improved in 2013 due to the launch of its new Pond’s BB+ Cream, which achieved a promising performance during its first year. Ever Bilena Cosmetics Inc and HBC Inc are the largest local players in the category. Ever Bilena Cosmetics Inc ranked second with a retail value share of 22% in 2013. The company appeals to more price conscious consumers, especially students and provincial buyers. HBC Inc, on the other hand, distributes through its chain of beauty specialist retailers – Home of Beauty Exclusives and HBC Shop More. HBC Inc was aggressive in product promotion in 2013, which helped bolster sales. Players continue to tap into the influence of the internet and social media in their product promotions. Brands continue to send free products to bloggers for review and conduct exclusive blogger events. Most women consult online reviews of colour cosmetics products before purchases. Beauty bloggers conduct reviews and often demonstrate new products. In a category where tri-media advertising is not often used, social media and the internet help generate consumer awareness. Both local and imported products entered the market in 2013. Premium US colour cosmetics brand NYX opened four stores during the year. BYS, an Australian brand, was also introduced and products are retailed in SM Department Stores. Another entrant was Happy Skin, which promises to care for Filipino skin through special skin care ingredients such as Japanese tea leaf, cherry blossom and argan oil, among others. This new product tries to overcome the apprehension of Filipinos in using colour cosmetic products. One of the most cited reasons why Filipinos do not use colour cosmetics is the notion that these products can harm the skin. Happy Skin boasts of being d eveloped from Japanese technology.

PROSPECTS Colour cosmetics will remain among the most vibrant categories in beauty and personal care. The category is expected to register a CAGR of 4% at constant 2013 prices over the forecast period. It is expected that this growth will be aided by the expansion of colour cosmetics’ customer base together with Filipino customers’ willingness to experiment with new looks through the use of a wider range of colour cosmetics products. 


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Generally, colour cosmetics will be supported by the vibrant economic growth in the country over the next five years. As the economy grows, disposable income, especially in urban areas, will also increase. The growing number of working women will also increase demand for colour cosmetics. Furthermore, the growing acceptance of colour cosmetics among younger Filipinos is indicative of good growth prospects in these demographics. Teens are being exposed to beauty products at an earlier age and good lo oks will be strongly valued to be socially accepted. As Filipinos become more open to bolder, more vibrant hues and attempt different looks, the category may also be driven by new product developments. Aside from investing in more colours, Filipinos also value the techniques shared by manufacturers to create the looks that they want. Packaging and labelling i nnovation that will allow customers to properly apply and use products according to their desired look is over the forecast period. Despite the acceptability of colour cosmetics in the country, Filipino women remain concerned about the safety of using these products on their skin. Consumers want assurance that the products they are using are gentle, safe and have no adverse effects. This gives opportunities to manufacturers to create more natural colour cosmetics brands or emphasise the safety of their products. Other facial make-up is expected to register the strongest retail value CAGR of 9% at constant 2013 prices over the forecast period due to demand for BB and CC creams. The warm welcome for Pond’s BB Cream in the Philippines signalled the expansion of other facial make-up, with manufacturers seeking to attract middle- and lower-income consumers. It should be noted that BB and CC creams used to appeal to more affluent customers but the forecast period is expected to see increasing demand from middle- and lower-income consumers with the availability of lower-priced brands. Sales through the direct selling channel h ave always been negatively affected by positive growth in the economy. It should be noted that direct selling does well during periods of economic slowdown as consumers are attracted to the more flexible payment schemes offered by sellers. With the expectation of good economic performance over the forecast period, it is possible that sales from direct sellers such as Avon and Ever Bilena could decline and give opportunities to brands o ffered in store based channels such as department stores and supermarkets. The opening of more shopping malls over the forecast period will further help increase shares of store-based brands. However, direct sellers are expected to continue to account for a huge proportion of sales.

CATEGORY DATA Table 1

Sales of Colour Cosmetics by Category: Value 2008-2013

PHP million

Eye Make-Up - Eye Liner/Pencil - Eye Shadow - Mascara - Other Eye Make-Up Facial Make-Up - Blusher/Bronzer/ Highlighter - Foundation/Concealer - Powder


2008

2009

2010

2011

2012

2013

930.9 207.0 614.4 87.8 21.7 2,022.9 437.8

1,075.7 223.6 737.3 92.2 22.7 2,175.7 464.0

1,159.4 237.0 803.7 95.4 23.4 2,364.3 489.6

1,322.7 274.4 925.0 99.2 24.0 2,658.8 514.0

1,423.0 295.0 999.0 104.2 24.8 2,911.2 547.4

1,416.9 300.9 984.0 107.8 24.1 3,031.1 572.1

653.1 850.9

702.1 923.2

772.3 1,010.9

884.3 1,162.5

968.3 1,273.0

1,007.0 1,311.1

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- Other Facial Make-Up Lip Products - Lip Gloss - Lip Liner/Pencil - Lipstick - Other Lip Products Nail Products - Nail Polish - Nail Treatments/ Strengthener - Polish Remover - Other Nail Products Colour Cosmetics Source:

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81.1 1,715.8 392.3 174.4 1,094.2 55.0 293.3 205.5 7.9

86.4 1,862.9 431.5 177.6 1,198.1 55.7 285.4 198.7 7.6

91.6 2,014.8 472.5 179.9 1,306.0 56.5 229.9 143.9 7.3

98.0 2,014.3 496.1 182.6 1,278.5 57.1 253.8 167.4 7.2

122.5 2,445.1 550.2 200.1 1,636.5 58.3 282.7 190.7 7.5

140.9 2,532.0 572.2 210.1 1,690.5 59.2 310.4 212.6 7.8

77.3 2.6 4,962.9

76.6 2.5 5,399.7

76.2 2.5 5,768.4

76.6 2.5 6,249.6

81.9 2.6 7,062.0

87.2 2.7 7,290.4

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 2

Sales of Colour Cosmetics by Category: % Value Growth 2008-2013

% current value growth

Eye Make-Up - Eye Liner/Pencil - Eye Shadow - Mascara - Other Eye Make-Up Facial Make-Up - Blusher/Bronzer/Highlighter - Foundation/Concealer - Powder - Other Facial Make-Up Lip Products - Lip Gloss - Lip Liner/Pencil - Lipstick - Other Lip Products Nail Products - Nail Polish - Nail Treatments/Strengthener - Polish Remover - Other Nail Products Colour Cosmetics Source:

2012/13

2008-13 CAGR

2008/13 Total

-0.4 2.0 -1.5 3.5 -2.9 4.1 4.5 4.0 3.0 15.0 3.6 4.0 5.0 3.3 1.5 9.8 11.5 4.0 6.5 5.0 3.2

8.8 7.8 9.9 4.2 2.1 8.4 5.5 9.0 9.0 11.7 8.1 7.8 3.8 9.1 1.5 1.1 0.7 -0.2 2.4 1.0 8.0

52.2 45.4 60.2 22.8 10.9 49.8 30.7 54.2 54.1 73.6 47.6 45.9 20.5 54.5 7.6 5.8 3.5 -0.8 12.8 5.1 46.9


Table 3

Sales of Colour Cosmetics by Premium vs Mass: % Value 2008-2013

% retail value rsp

Premium Mass Total Source:

2008

2009

2010

2011

2012

2013

6.3 93.7 100.0

6.3 93.8 100.0

6.2 93.8 100.0

6.2 93.8 100.0

6.1 93.9 100.0

6.1 93.9 100.0



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Table 4

NBO Company Shares of Colour Cosmetics: % Value 2009-2013

% retail value rsp Company Avon Cosmetics Inc Ever Bilena Cosmetics Inc L'Oréal Philippines Inc Mary Kay Philippines Inc Revlon Inc Procter & Gamble Philippines Inc HBC Inc LG Household & Health Care Ltd Tupperware Brands Philippines Inc VMV Group JVS Worldwide Inc St Essence Mfg Corp Jemica Cosmetics Mfg Inc Chic Centre Corp Vibelle Mfg Corp Unilever Philippines Inc Del Pharmaceuticals Inc American International Industries Shiseido Co Ltd Johnson & Johnson (Philippines) Inc Cosnova GmbH Kateenson Industries Estée Lauder Cos Inc Kanebo Cosmetics Inc Fuller Life Direct Selling Philippines, Inc Sara Lee Direct Selling Philippines, Inc Faceshop Co Ltd, The Others Total Source:

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2009

2010

2011

2012

2013

41.2 16.0 6.2 3.9 2.9 3.4

41.7 17.0 6.3 3.8 3.0 3.4

42.4 17.8 6.3 3.8 2.9 3.3

39.9 21.3 6.1 3.7 2.8 3.2

37.8 21.8 6.7 3.8 3.0 2.9

2.5 1.7

2.6 1.8

2.7 1.9

2.7 1.9

2.9 2.3

2.2

2.2

2.2

2.1

2.1

1.9 1.8 1.2 1.3 1.3 1.1 0.9 0.8 -

1.9 1.8 1.2 1.2 1.2 0.9 0.9 0.7 -

1.9 1.8 1.2 1.2 1.1 0.9 0.9 0.7 0.5

1.8 1.7 1.2 1.2 1.1 0.9 0.8 0.6 0.6

1.9 1.8 1.2 1.2 1.1 0.9 0.9 0.7 0.7

0.4 0.4

0.4 0.4

0.4 0.4

0.4 0.4

0.4 0.4

0.1 0.1 0.1 -

0.1 0.1 0.1 -

0.1 0.1 0.1 -

0.1 0.1 0.1 0.0 -

0.3 0.1 0.1 0.1 -

-

-

-

-

-

8.5 100.0

7.2 100.0

5.6 100.0

5.4 100.0

4.8 100.0


Table 5

LBN Brand Shares of Colour Cosmetics: % Value 2010-2013

% retail value rsp Brand

Company

2010

2011

2012

2013

Simply Pretty AVON Color Ever Bilena Advance Maybelline Careline Mary Kay Revlon

Avon Cosmetics Inc Avon Cosmetics Inc Ever Bilena Cosmetics Inc Ever Bilena Cosmetics Inc L'Oréal Philippines Inc Ever Bilena Cosmetics Inc Mary Kay Philippines Inc Revlon Inc

21.9 18.9 9.8 3.4 3.9 3.9 3.4 3.0

23.1 18.9 10.3 3.7 3.9 3.8 3.4 2.9

20.4 19.4 12.0 5.5 3.9 3.8 3.3 2.8

20.0 17.9 12.4 5.3 4.3 4.2 3.5 3.0


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San-San The Face Shop

HBC Inc LG Household & Health Care Ltd Procter & Gamble Philippines Inc L'Oréal Philippines Inc VMV Group JVS Worldwide Inc Tupperware Brands Philippines Inc Jemica Cosmetics Mfg Inc St Essence Mfg Corp Vibelle Mfg Corp Unilever Philippines Inc Procter & Gamble Philippines Inc Del Pharmaceuticals Inc American International Industries Chic Centre Corp Chic Centre Corp Mary Kay Philippines Inc Shiseido Co Ltd Johnson & Johnson (Philippines) Inc St Essence Mfg Corp Cosnova GmbH Kateenson Industries Avon Cosmetics Inc

Max Factor L'Oréal Paris VMV The Body Shop Colour Collection Nichido Fashion 21 Caronia Pond's Cover Girl Sally Hansen China Glaze Chic Bobbie MK Signature Shiseido Johnson's Aido Essence Caress Avon Solutions Others Total Source:

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2.6 1.8

2.7 1.9

2.7 1.9

2.9 2.3

2.6

2.6

2.4

2.1

1.8 1.9 1.8 1.4

1.8 1.9 1.8 1.4

1.7 1.8 1.7 1.3

1.9 1.9 1.8 1.4

1.2 1.0 0.9 0.9 0.8

1.2 1.0 0.9 0.9 0.8

1.2 0.9 0.9 0.8 0.8

1.2 1.0 0.9 0.9 0.8

0.7 -

0.7 0.5

0.6 0.6

0.7 0.7

0.6 0.6 0.4 0.4 0.3

0.6 0.6 0.4 0.4 0.3

0.5 0.5 0.4 0.4 0.2

0.6 0.6 0.4 0.4 0.3

0.3 0.1 0.2 9.5 100.0

0.3 0.1 0.2 7.3 100.0

0.2 0.1 0.1 0.0 7.0 100.0

0.2 0.2 0.1 6.5 100.0


Table 6

LBN Brand Shares of Eye Make-up: % Value 2010-2013

% retail value rsp Brand AVON Color Ever Bilena Simply Pretty Maybelline Advance Max Factor The Body Shop The Face Shop Revlon Colour Collection L'Oréal Paris Mary Kay Careline San-San Cover Girl Nichido


Company

2010

2011

2012

2013

Avon Cosmetics Inc Ever Bilena Cosmetics Inc Avon Cosmetics Inc L'Oréal Philippines Inc Ever Bilena Cosmetics Inc Procter & Gamble Philippines Inc JVS Worldwide Inc LG Household & Health Care Ltd Revlon Inc Tupperware Brands Philippines Inc L'Oréal Philippines Inc Mary Kay Philippines Inc Ever Bilena Cosmetics Inc HBC Inc Procter & Gamble Philippines Inc Jemica Cosmetics Mfg Inc

27.5 14.0 16.1 4.0 2.5 3.3

30.8 13.1 18.1 3.8 2.8 3.0

29.9 14.9 16.6 3.9 4.0 3.0

30.4 17.2 14.1 4.4 3.5 3.2

2.4 1.7

2.2 1.7

2.2 1.7

2.3 2.0

2.0 1.9

1.8 1.8

1.8 1.8

2.0 1.9

1.9 1.7 3.3 1.1 1.3

1.8 1.5 2.5 1.3 1.2

1.8 1.5 2.0 1.4 1.2

1.9 1.6 1.5 1.5 1.3

0.9

0.8

0.8

0.9

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Fashion 21 Essence Shiseido Aido Catrice Mac Kanebo The Face Shop Colour Collection

St Essence Mfg Corp Cosnova GmbH Shiseido Co Ltd St Essence Mfg Corp Cosnova GmbH Estée Lauder Cos Inc Kanebo Cosmetics Inc Faceshop Co Ltd, The Fuller Life Direct Selling Philippines, Inc Sara Lee Direct Selling Philippines, Inc

Colour Collection Others Total Source:

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0.6 0.4 0.3 0.1 0.1 -

0.5 0.3 0.3 0.1 0.1 -

0.5 0.2 0.3 0.3 0.1 0.1 -

0.6 0.4 0.4 0.3 0.2 0.1 0.1 -

-

-

-

-

12.8 100.0

10.2 100.0

10.0 100.0

8.2 100.0


Table 7

LBN Brand Shares of Facial Make-up: % Value 2010-2013

% retail value rsp Brand Simply Pretty Advance Ever Bilena AVON Color Careline Maybelline Mary Kay Max Factor Revlon The Face Shop San-San VMV Pond's L'Oréal Paris The Body Shop Nichido Colour Collection MK Signature Fashion 21 Johnson's Shiseido Clean & Clear Face Powder Aido Cover Girl Essence Mac Avon Solutions Colour Collection Neutrogena


Company

2010

2011

2012

2013

Avon Cosmetics Inc Ever Bilena Cosmetics Inc Ever Bilena Cosmetics Inc Avon Cosmetics Inc Ever Bilena Cosmetics Inc L'Oréal Philippines Inc Mary Kay Philippines Inc Procter & Gamble Philippines Inc Revlon Inc LG Household & Health Care Ltd HBC Inc VMV Group Unilever Philippines Inc L'Oréal Philippines Inc JVS Worldwide Inc Jemica Cosmetics Mfg Inc Tupperware Brands Philippines Inc Mary Kay Philippines Inc St Essence Mfg Corp Johnson & Johnson (Philippines) Inc Shiseido Co Ltd Johnson & Johnson (Philippines) Inc St Essence Mfg Corp Procter & Gamble Philippines Inc Cosnova GmbH Estée Lauder Cos Inc Avon Cosmetics Inc Fuller Life Direct Selling Philippines, Inc Johnson & Johnson (Philippines) Inc

26.8 6.7 11.0 9.2 5.4 4.5 3.8 4.7

29.2 7.0 10.8 7.9 5.3 4.5 3.6 4.5

25.7 11.3 10.3 7.5 5.9 4.6 3.5 4.4

24.4 11.0 10.9 7.4 6.5 5.1 3.6 3.6

3.3 2.1

3.1 2.3

3.1 2.5

3.2 3.0

2.6 3.0 2.1 1.9 1.9 1.3 1.2

2.7 2.8 2.0 1.9 1.8 1.2 1.2

2.7 2.8 1.9 1.9 1.7 1.2 1.0

2.8 2.8 2.1 2.0 1.8 1.2 1.0

1.0 1.0 0.6

0.9 0.9 0.6

0.9 0.9 0.6

0.9 0.9 0.6

0.4 0.3

0.4 0.3

0.4 0.3

0.4 0.3

0.3 0.2

0.2 0.2

0.2 0.2

0.2 0.2

0.1 0.6 -

0.1 0.4 -

0.0 0.1 0.1 -

0.1 0.1 -

-

-

-

-

7


Colour Collection

Sara Lee Direct Selling Philippines, Inc

Others Total Source:

-

-

-

-

4.1 100.0

4.2 100.0

4.3 100.0

3.6 100.0


Table 8

LBN Brand Shares of Lip Products: % Value 2010-2013

% retail value rsp Brand AVON Color Simply Pretty Ever Bilena Mary Kay Maybelline San-San Careline Revlon VMV L'Oréal Paris The Body Shop Colour Collection Nichido Cover Girl Fashion 21 The Face Shop Shiseido Aido Mac Kanebo Advance The Face Shop Colour Collection Max Factor Colour Collection

Company

2010

2011

2012

2013

Avon Cosmetics Inc Avon Cosmetics Inc Ever Bilena Cosmetics Inc Mary Kay Philippines Inc L'Oréal Philippines Inc HBC Inc Ever Bilena Cosmetics Inc Revlon Inc VMV Group L'Oréal Philippines Inc JVS Worldwide Inc Tupperware Brands Philippines Inc Jemica Cosmetics Mfg Inc Procter & Gamble Philippines Inc St Essence Mfg Corp LG Household & Health Care Ltd Shiseido Co Ltd St Essence Mfg Corp Estée Lauder Cos Inc Kanebo Cosmetics Inc Ever Bilena Cosmetics Inc Faceshop Co Ltd, The Fuller Life Direct Selling Philippines, Inc Procter & Gamble Philippines Inc Sara Lee Direct Selling Philippines, Inc

27.6 21.8 6.6 4.5 3.4 3.4 2.7 2.8 1.9 1.8 1.7 1.4

28.1 21.2 9.0 4.8 3.7 3.8 3.0 2.9 2.0 1.9 1.7 1.6

29.7 18.6 13.6 4.5 3.5 3.6 2.7 2.8 1.9 1.8 1.6 1.5

25.5 20.5 13.0 4.7 3.8 3.8 3.2 2.9 2.0 1.9 1.7 1.6

1.5 1.3

1.6 1.4

1.4 1.3

1.5 1.4

1.4 0.9

1.4 1.1

1.3 0.9

1.4 1.1

0.4 0.3 0.2 0.1 0.3 -

0.4 0.3 0.2 0.1 0.3 -

0.4 0.3 0.2 0.1 0.2 -

0.4 0.3 0.2 0.1 0.0 -

-

-

-

-

-

-

-

-

14.0 100.0

9.5 100.0

8.3 100.0

8.9 100.0

Others Total Source:

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Table 9

LBN Brand Shares of Nail Products: % Value 2010-2013

% retail value rsp Brand Caronia Sally Hansen China Glaze


Company Vibelle Mfg Corp Del Pharmaceuticals Inc American International Industries

2010

2011

2012

2013

23.5 18.3 -

21.9 16.7 11.3

21.5 16.1 14.8

21.6 16.0 15.4

8


Chic Bobbie The Face Shop

Chic Centre Corp Chic Centre Corp LG Household & Health Care Ltd Revlon Inc Kateenson Industries HBC Inc Cosnova GmbH Ever Bilena Cosmetics Inc Ever Bilena Cosmetics Inc Tupperware Brands Philippines Inc Cosnova GmbH Mary Kay Philippines Inc L'Oréal Philippines Inc Avon Cosmetics Inc Faceshop Co Ltd, The Fuller Life Direct Selling Philippines, Inc L'Oréal Philippines Inc Sara Lee Direct Selling Philippines, Inc Vibelle Mfg Corp

Revlon Caress San-San Essence Ever Bilena Careline Colour Collection Catrice Mary Kay Maybelline Avon The Face Shop Colour Collection L'Oréal Paris Colour Collection Queenie Others Total Source:

16.0 15.1 6.2

14.5 13.7 6.3

13.7 13.4 6.4

13.6 13.3 6.5

5.5 3.3 2.4 3.2 1.6 0.6

5.0 3.0 2.3 1.5 1.4 0.5

4.9 2.9 2.1 0.6 0.9 1.2 0.5

4.9 2.9 2.1 1.0 0.6 0.5 0.5

0.1 2.6 -

0.1 0.4 -

0.1 -

0.2 0.1 -

-

-

-

-

1.6 100.0

1.3 100.0

0.9 100.0

0.9 100.0


Table 10

LBN Brand Shares of Premium Colour Cosmetics: % Value 2010-2013

% retail value rsp Brand

Company

VMV Shiseido Mac Kanebo Others Total Source:

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VMV Group Shiseido Co Ltd Estée Lauder Cos Inc Kanebo Cosmetics Inc

2010

2011

2012

2013

30.5 6.2 2.0 0.9 60.3 100.0

30.1 6.2 2.0 0.9 60.9 100.0

29.4 6.0 1.9 0.8 61.9 100.0

31.0 6.4 2.0 0.9 59.8 100.0


Table 11

Forecast Sales of Colour Cosmetics by Category: Value 2013-2018

PHP million

Eye Make-Up - Eye Liner/Pencil - Eye Shadow - Mascara - Other Eye Make-Up Facial Make-Up - Blusher/Bronzer/ Highlighter - Foundation/Concealer - Powder


2013

2014

2015

2016

2017

2018

1,416.9 300.9 984.0 107.8 24.1 3,031.1 572.1

1,441.1 304.3 1,003.4 109.4 24.0 3,139.5 588.8

1,492.7 308.4 1,049.3 110.7 24.3 3,271.3 603.9

1,563.2 314.6 1,111.0 112.9 24.7 3,416.8 619.3

1,651.7 322.7 1,188.0 115.7 25.3 3,575.4 635.0

1,756.9 332.2 1,279.7 119.0 26.0 3,746.0 650.4

1,007.0 1,311.1

1,040.0 1,354.7

1,088.4 1,408.3

1,145.5 1,466.3

1,210.9 1,528.5

1,284.5 1,594.4

9


- Other Facial Make-Up Lip Products - Lip Gloss - Lip Liner/Pencil - Lipstick - Other Lip Products Nail Products - Nail Polish - Nail Treatments/ Strengthener - Polish Remover - Other Nail Products Colour Cosmetics Source:

Passport

140.9 2,532.0 572.2 210.1 1,690.5 59.2 310.4 212.6 7.8

156.0 2,596.7 572.9 210.0 1,755.4 58.3 328.7 227.8 7.9

170.7 2,688.9 580.7 210.4 1,840.9 56.8 344.5 240.9 7.9

185.8 2,796.4 591.3 212.5 1,936.7 56.0 360.1 253.6 8.0

201.1 2,917.0 604.2 215.1 2,042.2 55.4 375.8 265.9 8.2

216.7 3,049.2 619.3 218.4 2,156.4 55.1 391.2 277.9 8.3

87.2 2.7 7,290.4

90.3 2.8 7,505.9

92.9 2.8 7,797.4

95.7 2.8 8,136.6

98.9 2.8 8,519.9

102.2 2.9 8,943.3

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

Table 12

Forecast Sales of Colour Cosmetics by Category: % Value Growth 2013-2018

% constant value growth 2013-18 CAGR

2013/18 TOTAL

4.4 2.0 5.4 2.0 1.5 4.3 2.6 5.0 4.0 9.0 3.8 1.6 0.8 5.0 -1.4 4.7 5.5 1.3 3.2 1.0 4.2

24.0 10.4 30.0 10.4 7.8 23.6 13.7 27.6 21.6 53.8 20.4 8.2 4.0 27.6 -6.8 26.0 30.7 6.7 17.2 5.1 22.7

Eye Make-Up - Eye Liner/Pencil - Eye Shadow - Mascara - Other Eye Make-Up Facial Make-Up - Blusher/Bronzer/Highlighter - Foundation/Concealer - Powder - Other Facial Make-Up Lip Products - Lip Gloss - Lip Liner/Pencil - Lipstick - Other Lip Products Nail Products - Nail Polish - Nail Treatments/Strengthener - Polish Remover - Other Nail Products Colour Cosmetics Source:

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

Table 13

Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 20132018

% retail value rsp

Premium Mass Total Source:

2013

2014

2015

2016

2017

2018

6.1 93.9 100.0

6.0 94.0 100.0

5.1 94.9 100.0

5.0 95.0 100.0

5.0 95.0 100.0

5.0 95.0 100.0



10



Passport

11

Colour Cosmetics in the Philippines

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