UNILEVER PHILIPPINES INC IN

BEAUTY AND PERSONAL CARE

(PHILIPPINES)
Euromonitor International
August 2015
UNILEVER PHILIPPINES INC IN BEAUTY AND PERSONAL CARE (PHILIPPINES) Passport I

LIST OF CONTENTS AND TABLES

Strategic Direction ........................................................................................................................ 1
Key Facts ..................................................................................................................................... 1
Summary 1 Unilever Philippines Inc: Key Facts .............................................................. 1
Competitive Positioning ................................................................................................................ 1
Summary 2 Unilever Philippines Inc: Competitive Position 2014..................................... 2

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UNILEVER PHILIPPINES INC

STRATEGIC DIRECTION
Unilever Philippines Inc is set to sustain its leading position in beauty and personal care in the
Philippines by consistently developing products which are attuned to the changing needs of
Filipino consumers. It is set to remain steadfast in its efforts to explore the use of new
ingredients that upgrade the features of its products, thereby providing more value to
consumers. The company is also set to continue finding creative ways of using digital media
to reach out to consumers and sustain interest in its brands. The company is set to sustain
the use of different strategies for marketing its various brands. While some of its brands will
remain focused on providing whitening benefits, its other brands such as Dove will be directed
more towards appreciating the unique beauty of each individual with less focus on
manipulating advertising images to present a potentially misleading image of beauty.

KEY FACTS
Summary 1 Unilever Philippines Inc: Key Facts
Full name of company: Unilever Philippines Inc
www: www.unilever.com.ph
Activities: Manufacture and distribution of packaged
food, beauty and personal care, non-alcoholic
drinks and home care
Source: Euromonitor International from company reports, company research, trade press, trade sources

COMPETITIVE POSITIONING
Unilever Philippines Inc remained the overall leader in the beauty and personal care in 2014
with a value share of 21%. Its continued leadership at industry level can be attributed to the
strength of its brands in various categories such as deodorants, hair care, mens grooming
and skin care.
The companys overall value share in beauty and personal care has been increasing steadily
since 2010. In 2014, its total value sales in beauty and personal care grew by 6%,
outperforming the market in the process, with very personal care increased in current value by
3%. This enabled the company to sustain the upward trend of its value share. Unilevers
efforts to expand its product line through the launch of new variants with innovative features
and catering for the needs of different consumer segments are among the factors that
enabled it to improve its market share towards the end of the review period. Its active use of
tri-media advertising campaigns, supported by its presence in different online channels,
meanwhile, enables the company to improve consumer recall for its brands and build
awareness of its new launches.
Unilever Philippines Inc has a wide product portfolio that encompasses different categories
such as bath and shower, colour cosmetics, deodorants, hair care, mens grooming, oral care,
skin care and sets/kits. This enables the company to balance out the slower growth it is
recording in more mature categories in light of the bright prospects presented by more vibrant
categories.

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The companys beauty and personal care products are positioned as suitable for low-income
and middle-income consumers. However, it also offers so-called masstige products, which
cater to more affluent and discriminating consumers. Its other products in packaged food,
non-alcoholic drinks and home care, meanwhile, appeal to a broad consumer segment
encompassing people of all income profiles.
The company makes widespread use of sachet packaging for several of its brands in order to
improve their accessibility to price-sensitive buyers. Not only does this effectively reduce the
retail selling price, but it also enables these products to be retailed through traditional grocery
retailers outlets such as sari-sari stores.
The company has manifested its ability to innovate mainly through product formulation.
Ponds Men, for instance, uses coffee bean extracts while Vaseline Instant Fair Lotion uses
Micro reflectors to provide instant fairness. It also uses proprietary ingredients such as Rose
Lumiere serum used in the new Ponds Dewy Rose Gel and Instant Lift Complex incorporated
in the new Ponds Age Miracle Firm & Lift range of products. Although the company is able to
come up with its own uniquely formulated products, these do not provide radical or
breakthrough features which are totally different from what the other brands available have to
offer. In effect, the company is a follower of existing trends and creates unique products
attuned to current developments in the category.
The company expanded the range of products it offers for men in 2014 as Ponds expanded
into mens grooming. Ponds Men Energy Charge was launched in March 2014. This includes
a facial foam, facial moisturiser, facial wash for acne control and 3-in-1 toner, moisturiser and
serum in its product line. Other new product launches for 2014 include Ponds Age Miracle
Firm & Lift, Ponds Dewy Rose Gel and Vaseline Instant Fair Lotion.

Summary 2 Unilever Philippines Inc: Competitive Position 2014

Category Value share Rank
Beauty and personal care 21.3% 1
Bath and shower 3.4% 6
Colour cosmetics 0.9% 16
Deodorants 40.7% 1
Hair care 41.3% 1
Mens grooming 31.1% 1
Oral care 15.3% 2
Skin care 30.6% 1
Sets/kits 12.3% 2
Source: Euromonitor International from company reports, company research, trade press, trade sources, trade
interviews

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