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Beauty and Personal Care - Singapore

Euromonitor International : Industry Overview May 2011

Beauty and Personal Care

Singapore

List of Contents and Tables


Executive Summary ................................................................................................................................................ 1 Economic Recovery Spurs Beauty and Personal Care .............................................................................................. 1 Consumers Add More Products To Their Daily Regime ........................................................................................... 1 International Companies Continue To Dominate Beauty and Personal Care .......................................................... 1 Beauty Specialist Retailers Remains Important Distribution Channel...................................................................... 1 Product Innovation Will Be Key Growth Driver ....................................................................................................... 1 Key Trends and Developments .............................................................................................................................. 1 Economic Recovery Spurs Growth ............................................................................................................................ 1 Science Drives New Product Development ............................................................................................................... 2 Male Consumers Increasingly Image-conscious ....................................................................................................... 3 International Companies Continue To Dominate ..................................................................................................... 4 Consumers Add More Products To Their Daily Regime ........................................................................................... 5 Market Data ............................................................................................................................................................ 6 Table 1 Sales of Beauty and Personal Care by Category: Value 2005-2010 .................................. 6 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2005-2010 ................. 6 Table 3 Sales of Premium Cosmetics by Category: Value 2005-2010 ........................................... 6 Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2005-2010 .......................... 7 Table 5 Beauty and Personal Care Company Shares by NBO 2006-2010...................................... 7 Table 6 Beauty and Personal Care Company Shares by GBO 2006-2010...................................... 8 Table 7 Beauty and Personal Care Brand Shares by GBN 2007-2010 ........................................... 9 Table 8 Penetration of Private Label by Category 2005-2010 .......................................................10 Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 20052010 ..................................................................................................................................10 Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis 2010 ...............................................................................................................11 Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2010-2015 ...................12 Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015.........................................................................................................................13 Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2010-2015 ............................13 Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 20102015 ..................................................................................................................................13 Definitions ...............................................................................................................................................................14 Summary 1 Research Sources ..............................................................................................................14

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BEAUTY AND PERSONAL CARE IN SINGAPORE


EXECUTIVE SUMMARY
Economic Recovery Spurs Beauty and Personal Care
Beauty and personal care saw an increase in current value growth in 2010. This was largely attributed to the recovery of the economy, which led to greater consumer confidence. Consumers starting spending on items on which they previously cut back during the recession, and traded up to better quality products and premium brands.

Consumers Add More Products To Their Daily Regime


Consumers added more products to their daily regime recently. For instance, they incorporated mouthwashes/dental rinses in their daily oral care routine. There is also an increasing trend of consumers adding nourishers/anti-agers to their daily skin care regime, and conditioners to their daily hair care regime. This is largely attributed to the efforts of companies which engaged in extensive marketing campaigns in 2010 to educate consumers regarding the importance and benefits of using certain products every day. Increased marketing also led to greater product awareness and knowledge, and eventually growth in usage.

International Companies Continue To Dominate Beauty and Personal Care


The top 10 companies in terms of value sales for beauty and personal care in 2010 were all international players. International companies such as Procter & Gamble (S) Pte Ltd and LOral (S) Pte Ltd continued to dominate beauty and personal care in Singapore at the end of the review period. Compared with local companies, international players are able to invest more in research and development and implement stronger marketing efforts. They also introduced new and innovative products backed by strong marketing campaigns and wellknown ambassadors. Also, consumers were more inclined towards international brands, as they have stronger brand equity and are associated with quality.

Beauty Specialist Retailers Remains Important Distribution Channel


During the economic recession, many consumers turned to beauty specialist retailers such as SaSa and Venus, which sold beauty and personal care products at lower prices. These channels are still popular even with the recovery of the economy. However, premium beauty specialist retailers such as Sephora saw increasing popularity in 2010 due to their wide array of products and pleasant shopping environment. Also, several premium brands such as Shu Uemura, Bobbi Brown and Kiehls have started opening standalone boutiques, which have been well-received by consumers.

Product Innovation Will Be Key Growth Driver


2010 saw several new products based on technological breakthroughs, such as Lancmes Teint Miracle Liquid Foundation and Youth Code by LOral Paris Dermo-Expertise. This trend is expected to continue and product innovation will be a key growth driver over the forecast period. Consumers are expected to be increasingly demanding and beauty savvy, and will seek the latest products that will give them optimum benefits. They are also likely to be willing to pay a premium for these products.

KEY TRENDS AND DEVELOPMENTS


Economic Recovery Spurs Growth
Singapores economy picked up and grew by a record 15% for the whole of 2010, the best growth on record in its history. It was also Asias strongest economic performer in 2010. This was a dramatic rebound from 2009, and growth was mainly driven by the manufacturing and biomedical industry. The recovery of the economy led

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to an improved job market, positive pay reviews and increased consumer confidence. Consumers spent more on beauty and personal care items, and traded up to premium brands. The completion of the two integrated resorts, Resorts World Sentosa and Marina Bay Sands, also helped drive growth. Singapore saw a record number of tourists in 2010, and this was partly due to the draw of the two integrated resorts. Tourist spending increased in 2010 compared with 2009. They spent on a wide range of items, from beauty and personal care to consumer electronics. Current impact The recovery of the economy resulted in an increase in consumer spending. A survey by MasterCard indicated that the amount spent by Singaporean MasterCard cardholders increased by 25% in the first month of the Great Singapore Sale in 2010 versus the same period in 2009. The amount spent by tourists increased by 21% in the first month of the Great Singapore Sale in 2010 versus the same period in 2009. The recovery of the economy saw consumers purchasing items such as premium fragrances and colour cosmetics products they cut back on during the recession. Consumers also traded up to premium brands, and premium brands in fragrances, skin care and colour cosmetics performed well in 2010. The recovery of the economy was one of the major factors resulting in companies launching several new products in 2010. Besides having greater marketing budgets, the increased consumer confidence and buoyant consumer spending were optimal conditions for new launches. Premium skin care saw several new launches by brands such Lancme, Biotherm and SK-II. There were several new premium fragrances by brands such as Ralph Lauren, Davidoff and Calvin Klein. Mass brands also saw several new launches, such as Youth Code by LOral Paris Dermo-Expertise. Outlook Singapores economy is expected to perform well over the forecast period, but growth is unlikely to be as high as 2010. Singapores growth in 2011 is expected to be a moderate 6%. The government has taken steps to ensure that the economy continues to do well. For instance, it launched initiatives such as a S$5.5 billion fund to be rolled out over five years to boost productivity and fund workers training. Given the positive economic indicators, consumers are likely to continue spending on beauty and personal care, and are unlikely to decrease their expenditure. The MasterCard Worldwide Index of Consumer Spending Capability released in late 2010 showed that 60% of Singapores consumers intend to maintain their discretionary spending in 2011, while 16% intend to spend more. Tourists arrivals are expected to be healthy over the forecast period, and this will have a positive impact on beauty and personal care. Future impact Consumers are likely to continue to spend on beauty and personal care items, and trade up to premium or more sophisticated products. Tourist spending on beauty and personal care will also contribute to its healthy performance. As such, companies are likely to continue to implement fully-fledged marketing campaigns and introduce new products over the forecast period. They are likely to invest more in research and technology to come up with new and innovative products, and engage in aggressive marketing campaigns to create awareness and excitement.

Science Drives New Product Development


Companies spent a large amount on research and development in a bid to come up with new and innovative products. Consumers were increasingly demanding and beauty savvy, and sought the latest products which gave them optimal benefits. Current impact There were several new mass and premium product launches in 2010 based on technological breakthroughs. One premium example was Lancmes Teint Miracle Liquid Foundation. 10 years of research went into the creation of this foundation, and the key innovation was the technology that helped boost skins natural radiance

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for a flawless finish. The breakthrough was heavily highlighted in its marketing campaign, which was fronted by Julia Roberts. A mass example was Youth Code by LOral Paris Dermo-Expertise. The range was created based on 10 years of gene research, and the patented technology induces genes ability for cell renewal. It also helped promote cell barrier function so that skin is able to retain moisture. Consumers took well to these innovative products as they stood out from the crowd and were technologically advanced. They did not mind paying a premium for such offerings. Outlook Given the popularity of these innovative products, companies are expected to continue to invest heavily on research and development. They are likely to aggressively highlight the years of research and number of patents filed for innovative products in their marketing campaigns. Given the aggressive marketing and awareness raised by companies, consumers are unlikely to have problems understanding the technical jargon behind such products. Consumers will be increasingly beauty savvy, and will seek products backed by technology and scientific research. They are likely to be more inclined towards products based on science and technology, which are backed by results, instead of products with general claims. Future impact There will be an increase in the number of mass and premium product launches based on technological breakthroughs over the forecast period. These products are able to command a price premium, and are well received by consumers. Competition is extremely stiff and multinationals have an advantage as they are able to invest huge amounts in research and development. New technological breakthroughs are likely to first appear in premium brands, followed by mass brands. For instance, gene cell research first appeared in Lancme Gnifique Youth Activating Concentrate, which was launched in 2009, and later appeared in the LOral Paris Dermo-Expertise Youth Code range, which was launched in late 2010.

Male Consumers Increasingly Image-conscious


There was an increasing trend for male consumers to become increasingly image-conscious at the end of the review period. This was partly attributed to increased marketing targeted specifically at men, and the introduction of several new mens skin care ranges. The negative association with men of using skin care products no longer existed, and there was an increase in the number of men visiting beauty counters for professional advice. There was also an increase in the number of beauty counters specially dedicated to mens grooming products. Current impact Mens grooming, particularly skin care, performed exceptionally well in 2010. Male consumers took better care of their skin and incorporated more products in their skin care regime. In addition to using facial cleansers, they added facial moisturisers to their daily routines. Manufacturers saw the potential in growth and launched ranges specifically for men. Garnier launched Garnier Men in late 2009, using famous Asian artiste Wang Lee Hom as its spokesperson. It also engaged in aggressive marketing campaigns, using print, outdoor and social media. Premium brands also launched new products for men. Biotherm launched Force Supreme Rebuilder, an innovative anti-ageing nourisher/anti-ager that came with three metal ball-bearings to firm the skin and allow better ingredient penetration. Mens hair care also performed well. Brands such as Gatsby, whose hair styling and deodorant products were specially catered for male consumers, were well-received in 2010. Retailers saw potential in mens grooming and set up special sections dedicated to mens grooming products. Chemist/pharmacy chain Guardian had special sections dedicated to mens grooming products in its key stores. Premium brands also set aside space in department store counters to cater to mens grooming products.

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Outlook As male consumers gain more product knowledge through increased marketing targeted specifically at men, they are likely to be even more image conscious. They are likely to take better care of their skin, and incorporate more targeted products in their skin care regime. They are likely to be inclined towards products with targeted functions such as anti-ageing and pore refining. Future impact Companies are likely to aggressively introduce mens grooming products over the forecast period. They are likely to engage in intensive marketing campaigns to educate male consumers on the benefits of the products. Given that male consumers are increasingly beauty savvy, companies are likely to introduce more sophisticated products such as targeted treatments to cater to consumer demand. Premium brands are likely to set aside more department store counter space for mens grooming products given the growth potential of such offerings. Similarly, chained chemists/pharmacists, parapharmacies/drugstores and specialist beauty retailers are likely to bring in more mens grooming products and give them more prominent locations and shelf space.

International Companies Continue To Dominate


International players such as Procter & Gamble (S) Pte Ltd and LOral (S) Pte Ltd continued to dominate beauty and personal care in 2010. The top 10 companies in terms of value sales for beauty and personal care in 2010 were all international players. The top local company was LD Waxson (S) Pte Ltd, which accounted for just 1% of value sales in 2010. Current impact Compared with local companies, international players had greater investment in research and development and stronger marketing efforts. They introduced new and innovative products backed by strong marketing campaigns and often engaged well-known artistes as their ambassadors. For instance, Lancme, which is under LOral (S) Pte Ltd, introduced Teint Miracle Liquid Foundation in 2010, a liquid foundation based on 10 years of research, with a breakthrough technology that helped create a radiant, natural finish. The marketing campaign was fronted by actress Julia Roberts. Reviews were positive and the product was well-received. Domestic companies found it hard to compete with international players when it came to product development due to budget constraints. International players often also benefit from economies of scale, with their products retailed in various channels, ranging from supermarkets/hypermarkets to parapharmacies/drugstores. Domestic players often found it hard to negotiate for and obtain prominent shelf space in retail outlets, as international players had better relationships with large chained retailers. Consumers were more familiar with international brands as they had more aggressive marketing. Also, consumers were more inclined towards international brands as they had stronger brand equity and were associated with quality. Outlook Building and maintaining brand equity, as well as the introduction of new and innovative products, are two main strategies to performing well in the beauty and personal care environment. International players are likely to continue to invest heavily in research and development and lead the way in the introduction of innovative products. They are also likely to engage in aggressive marketing campaigns and take the lead in new marketing platforms such as using social media more extensively as a marketing tool, and creating phone applications and games, etc. To compete effectively with international players, domestic companies are likely to increase their marketing efforts. Local company LD Waxson (S) Pte Ltd saw significant success when it held mass road shows for consumers to try products on the spot. While it did not have the budget to sign international spokespersons, it engaged popular Asian artiste Vivian Hsu to front its marketing campaigns.

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Future impact International players are expected to continue to dominate beauty and personal care industry over the forecast period. They are expected to take the lead in the introduction of innovative products. Consumers are likely to be more inclined towards brands from international players due to their strong brand equity and aggressive marketing and advertising. Local players will face intense competition from international players over the forecast period. They are likely to increase their marketing efforts in a bid to remain competitive. However, they will have to find a differentiating factor in order to avoid being overshadowed by international players.

Consumers Add More Products To Their Daily Regime


Companies engaged in extensive marketing campaigns in 2010 to educate consumers regarding the importance and benefits of incorporating certain products into their daily regime. They also promoted the benefits of trading up to products with added functions, e.g. whitening toothpaste products specially formulated for sensitive teeth. Consumers were also increasing beauty savvy. With the advent of the Internet they had all the beauty information available at their convenience. They read product reviews, comments from other users, and compare products before purchasing. Increased marketing also led to greater product awareness and knowledge. Current impact Consumers added more products in their daily regime, creating growth in otherwise stagnant categories. For instance, they incorporated mouthwashes/dental rinses in their daily oral care routine. The healthy performance of mouthwashes/dental rinses was attributed to increased marketing and consumer awareness, and the introduction of new products. Key new launches included Listerine Total Care and Systema Sensitive Soothing Mouthwash. Listerine Total Care was aggressively marketed via bus stop advertisements, print advertisements in key magazines and dailies, as well as on its local website. Similarly, there was an increasing trend of consumers adding nourishers/anti-agers to their daily skin care regime, and conditioners in their daily hair care routine. Consumers also traded up to superior products. For instance, they were more inclined towards toothbrushes and toothpastes specially formulated for special functions, such as sensitivity and whitening. Aggressive marketing by brands such as Colgate and Darlie led to greater consumer awareness for such products, which contributed to its healthy performance. Likewise, consumers traded up to moisturisers with specific functions such as whitening and anti-ageing, instead of using those with basic hydration functions. Outlook Instead of just using spokespersons as the key focus of new products, companies are likely to continue to engage in extensive marketing campaigns to educate consumers regarding the importance and benefits that new products provide. Consumers are likely to be more demanding, as their product knowledge increases. They are likely to demand products with multi-functions, or those which provide specific, targeted treatment. Future impact As consumers become more beauty savvy and conscious of their general beauty and personal care habits, they are likely to incorporate more products in their daily regime and seek trade up to superior products. For instance, instead of using a daily shampoo and conditioner, they might incorporate serums, masks and leave-in conditioners in their daily hair care regime. As consumers become more beauty savvy and have greater product knowledge, they are likely to seek products that better suit their particular needs. For instance, consumers with sensitive teeth might be more inclined towards whitening toothpaste specially catered for sensitivity, as compared with normal toothpaste. Companies are likely to introduce new and improved products to suit consumer demands.

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MARKET DATA
Table 1 S$ million 2005 Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Mass Cosmetics Beauty and Personal Care
Source: Note 1: Note 2:

Sales of Beauty and Personal Care by Category: Value 2005-2010

2006 19.3 77.0 116.7 18.0 3.5 166.7 124.8 51.3 75.4 70.3 292.7 13.4 54.8 493.8 389.5 987.3

2007 20.2 80.9 124.8 18.9 3.7 174.5 131.4 55.7 78.3 72.9 320.5 14.5 59.2 533.0 411.9 1,054.3

2008 20.7 84.8 131.5 19.8 3.8 182.3 137.7 59.3 82.5 76.9 341.5 15.4 65.1 561.3 437.4 1,114.0

2009 21.0 88.3 135.4 20.1 4.0 185.4 141.8 61.0 84.6 78.9 359.0 16.2 71.3 575.8 462.6 1,156.6

2010 21.3 91.7 142.0 20.9 4.2 195.3 148.3 65.0 88.4 82.5 385.3 17.3 78.7 615.1 485.8 1,223.8

18.7 73.9 111.3 17.3 3.3 158.3 118.2 48.1 72.4 67.9 270.4 12.5 51.0 461.2 370.4 930.7

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care. Sum of categories is greater than market size because the four mens toiletries categories are included in mens grooming as well as in bath and shower, deodorants, hair care and skin care.

Table 2

Sales of Beauty and Personal Care by Category: % Value Growth 2005-2010

% current value growth 2009/10 Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Mass Cosmetics Beauty and Personal Care
Source: Note 1: Note 2:

2005-10 CAGR 2.7 4.4 5.0 3.9 5.0 4.3 4.6 6.2 4.1 4.0 7.3 6.7 9.1 5.9 5.6 5.6

2005/10 TOTAL 14.1 24.1 27.6 20.9 27.5 23.4 25.4 35.0 22.1 21.5 42.5 38.2 54.5 33.4 31.2 31.5

1.8 3.8 4.9 3.9 4.7 5.4 4.6 6.6 4.4 4.5 7.3 6.9 10.5 6.8 5.0 5.8

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care. Sum of categories is greater than market size because the four mens toiletries categories are included in mens grooming as well as in bath and shower, deodorants, hair care and skin care.

Table 3

Sales of Premium Cosmetics by Category: Value 2005-2010

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S$ '000 2005 Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics
Source: Note:

2006 415.1 7,537.9 76,991.9 2,703.6 150,329.7 31,523.6 185,343.4 2,146.4 36,813.4 493,805.0

2007 472.7 8,280.2 83,598.3 2,890.7 158,517.1 35,119.1 201,862.8 2,337.3 39,936.0 533,014.2

2008 484.9 8,222.1 86,510.9 2,866.4 166,745.9 36,518.1 213,862.7 2,468.8 43,604.2 561,284.1

2009 471.1 7,861.9 86,642.8 2,416.4 170,131.1 37,223.0 222,502.0 2,269.5 46,321.3 575,839.0

2010 489.8 7,631.2 91,163.7 2,300.6 179,976.2 39,663.7 239,000.4 2,391.1 52,523.7 615,140.4

349.1 6,898.3 73,429.8 2,595.3 141,579.7 28,721.9 171,569.1 1,880.5 34,143.1 461,166.8

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.

Table 4

Sales of Premium Cosmetics by Category: % Value Growth 2005-2010

% current value growth 2009/10 Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics
Source: Note:

2005-10 CAGR 7.0 2.0 4.4 -2.4 4.9 6.7 6.9 4.9 9.0 5.9

2005/10 TOTAL 40.3 10.6 24.2 -11.4 27.1 38.1 39.3 27.2 53.8 33.4

4.0 -2.9 5.2 -4.8 5.8 6.6 7.4 5.4 13.4 6.8

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.

Table 5 % retail value rsp Company

Beauty and Personal Care Company Shares by NBO 2006-2010

2006 10.2 6.3 6.7 4.6 3.3 3.6 2.8 2.8 2.2 1.9 1.9 1.6 1.6 1.8 1.2

2007 10.6 10.3 6.9 4.3 4.1 3.6 2.8 2.7 2.3 2.1 1.9 1.6 1.6 1.6 1.3

2008 10.9 10.4 6.8 4.1 4.1 3.5 2.9 2.6 2.4 2.1 1.9 1.7 1.7 1.6 1.3

2009 10.9 10.7 6.7 4.2 4.0 3.4 2.9 2.6 2.5 2.1 1.9 1.8 1.7 1.6 1.3

2010 11.0 10.6 6.8 4.1 4.0 3.4 3.0 2.7 2.5 2.2 1.8 1.8 1.8 1.6 1.3

L'Oral (S) Pte Ltd Procter & Gamble (S) Pte Ltd Este Lauder Cosmetics Pte Ltd Unilever Singapore Pte Ltd Johnson & Johnson Pte Ltd Shiseido (S) Co Pte Ltd Body Shop (S) Pte Ltd, The Colgate-Palmolive Eastern Pte Ltd Beiersdorf (S) Pte Ltd Clarins Pte Ltd Kos Singapore Pte Ltd Chanel (S) Pte Ltd Ralph Lauren, Parfums Calvin Klein Cosmetics Co Reckitt Benckiser (S)

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Pte Ltd Kao (S) Pte Ltd LD Waxson (S) Pte Ltd Lion Corp (S) Pte Ltd Nu Skin Enterprises Singapore Pte Ltd Alliance Cosmetics Pte Ltd Issey Miyake Revlon Inc Hugo Boss AG Amway (S) Pte Ltd Mandom Corp (S) Pte Ltd Hawley & Hazel Chemical Co (S) Pte Ltd Christian Dior Singapore Pte Ltd Energizer (S) Pte Ltd GlaxoSmithKline Pte Ltd Bulgari Parfums SA Fancl Asia (Pte) Ltd Giorgio Armani, Parfums Gucci Group NV Unza Co Pte Ltd Elizabeth Arden (S) Pte Ltd Other Private Label Donna Karan International Inc Laneige Singapore Pte Ltd Kenzo Parfums Hoyu Singapore Pte Ltd Gillette (S) Pte Ltd Pfizer Ltd Playtex Products Inc Others Total
Source:

0.9 0.9 1.0 1.0 0.5 1.0 0.8 1.0 0.8 0.9 1.1 0.8 0.2 0.5 0.8 0.5 0.8 0.8 0.7 0.7 0.6 0.4 0.3 0.4 0.4 4.1 0.7 0.6 24.4 100.0

1.2 0.9 1.1 1.1 0.7 1.0 0.8 1.0 0.8 0.9 1.0 0.8 0.8 0.5 0.8 0.5 0.6 0.8 0.7 0.7 0.6 0.4 0.3 0.5 0.4 23.1 100.0

1.3 1.0 1.1 1.1 0.8 1.0 0.9 1.0 0.9 0.9 0.9 0.8 0.8 0.6 0.7 0.7 0.6 0.6 0.6 0.7 0.6 0.5 0.4 0.5 0.4 22.7 100.0

1.2 1.1 1.1 1.0 0.9 1.0 0.9 0.9 0.9 0.9 0.9 0.8 0.8 0.7 0.7 0.7 0.6 0.6 0.6 0.6 0.6 0.5 0.5 0.5 0.4 22.5 100.0

1.3 1.2 1.1 1.0 1.0 1.0 0.9 0.9 0.9 0.9 0.9 0.8 0.8 0.7 0.7 0.7 0.6 0.6 0.6 0.6 0.5 0.5 0.5 0.5 0.4 22.2 100.0

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

Table 6 % retail value rsp Company

Beauty and Personal Care Company Shares by GBO 2006-2010

2006 15.3 12.4 7.1 4.5 4.6 4.1 3.9 2.2 1.9 2.2 1.9 1.6 1.4 1.3 1.2 0.9 1.0 1.0

2007 15.7 12.2 7.4 4.6 4.3 4.1 3.7 2.3 2.1 2.1 1.9 1.6 1.6 1.3 1.3 0.9 1.1 1.1

2008 16.2 12.0 7.3 4.4 4.1 4.1 3.5 2.4 2.1 2.1 1.9 1.7 1.8 1.3 1.3 1.0 1.1 1.1

2009 16.1 12.3 7.2 4.4 4.2 4.0 3.5 2.5 2.1 2.1 1.9 1.8 1.7 1.3 1.3 1.1 1.1 1.0

2010 16.3 12.2 7.3 4.3 4.2 4.0 3.5 2.5 2.2 2.1 1.8 1.8 1.7 1.3 1.3 1.2 1.1 1.0

L'Oral Groupe Procter & Gamble Co, The Este Lauder Cos Inc Shiseido Co Ltd Unilever Group Johnson & Johnson Inc Colgate-Palmolive Co Beiersdorf AG Clarins SA Coty Inc Kos Corp Chanel SA Kao Corp Reckitt Benckiser Plc LVMH Mot Hennessy Louis Vuitton LD Waxson Group Lion Corp Nu Skin Enterprises Inc

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Alliance Cosmetics Sdn Bhd Revlon Inc Amway Corp Mandom Corp Energizer Holdings Inc GlaxoSmithKline Plc Bulgari SpA Fancl Corp Wipro Ltd Elizabeth Arden Inc AmorePacific Corp Hoyu Co Ltd Henkel AG & Co KGaA Alberto-Culver Co Galderma SA Combe Inc Merck & Co Inc Herbalife Ltd Church & Dwight Co Inc Sanofi-Aventis CB Fleet Co Inc Rohto Pharmaceutical Co Ltd Private Label Others Total
Source:

0.5 0.8 0.8 0.9 0.2 0.5 0.8 0.5 0.7 0.3 0.4 0.4 0.2 0.2 0.2 0.4 0.1 0.1 0.2 1.2 22.0 100.0

0.7 0.8 0.8 0.9 0.8 0.6 0.8 0.5 0.7 0.7 0.3 0.4 0.4 0.2 0.2 0.2 0.3 0.1 0.1 0.2 1.2 19.7 100.0

0.8 0.9 0.9 0.9 0.8 0.7 0.7 0.7 0.6 0.7 0.4 0.4 0.4 0.2 0.2 0.2 0.3 0.1 0.2 0.2 1.2 19.2 100.0

0.9 0.9 0.9 0.9 0.8 0.7 0.7 0.7 0.6 0.6 0.5 0.4 0.4 0.3 0.2 0.2 0.2 0.3 0.2 0.2 0.2 0.2 1.2 18.4 100.0

1.0 0.9 0.9 0.9 0.8 0.7 0.7 0.7 0.6 0.6 0.5 0.4 0.3 0.3 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 1.2 18.2 100.0

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

Table 7 % retail value rsp Brand SK-II Lancme Este Lauder The Body Shop Shiseido Clarins Kos Johnson's Baby Clinique Dove Braun Oral-B Biotherm L'Oral DermoExpertise Bio-essence Dettol Sunsilk Pantene

Beauty and Personal Care Brand Shares by GBN 2007-2010

Company Procter & Gamble (S) Pte Ltd L'Oral (S) Pte Ltd Este Lauder Cosmetics Pte Ltd Body Shop (S) Pte Ltd, The Shiseido (S) Co Pte Ltd Clarins Pte Ltd Kos Singapore Pte Ltd Johnson & Johnson Pte Ltd Este Lauder Cosmetics Pte Ltd Unilever Singapore Pte Ltd Procter & Gamble (S) Pte Ltd L'Oral (S) Pte Ltd L'Oral (S) Pte Ltd LD Waxson (S) Pte Ltd Reckitt Benckiser (S) Pte Ltd Unilever Singapore Pte Ltd Procter & Gamble (S) Pte Ltd L'Oral (S) Pte Ltd Johnson & Johnson Pte Ltd Hawley & Hazel Chemical Co (S) Pte Ltd L'Oral (S) Pte Ltd

2007 3.6 2.9 3.0 2.5 2.9 2.0 1.9 1.8 1.6 1.9 1.7 1.1 0.9 0.8 0.9 0.9 1.0 0.8 0.8 1.0 0.6

2008 3.8 2.9 3.0 2.7 2.8 2.0 1.9 1.8 1.6 1.8 1.7 1.1 1.0 0.9 1.0 1.0 1.0 0.8 0.9 0.9 0.8

2009 3.8 2.8 2.8 2.7 2.7 2.1 1.8 1.7 1.6 1.6 1.6 1.3 1.1 1.0 1.0 1.0 0.9 0.9 0.9 0.9 0.8

2010 3.9 2.9 2.9 2.7 2.7 2.1 1.8 1.6 1.6 1.6 1.5 1.3 1.2 1.1 1.0 0.9 0.9 0.9 0.9 0.9 0.8

L'Oral Professionnel Neutrogena Darlie L'Oral Paris

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Silkygirl Christian Dior Olay Nu Skin Listerine Nivea Visage Maybelline Gillette Mach3 Artistry Gatsby Fancl Revlon Chanel Nivea Body Banana Boat Colgate Elizabeth Arden Other Private Label Mac Others Total
Source:

Alliance Cosmetics Pte Ltd Christian Dior Singapore Pte Ltd Procter & Gamble (S) Pte Ltd Nu Skin Enterprises Singapore Pte Ltd Johnson & Johnson Pte Ltd Beiersdorf (S) Pte Ltd L'Oral (S) Pte Ltd Procter & Gamble (S) Pte Ltd Amway (S) Pte Ltd Mandom Corp (S) Pte Ltd Fancl Asia (Pte) Ltd Revlon Inc Chanel (S) Pte Ltd Beiersdorf (S) Pte Ltd Energizer (S) Pte Ltd Colgate-Palmolive Eastern Pte Ltd Elizabeth Arden (S) Pte Ltd Este Lauder Cosmetics Pte Ltd

0.7 0.8 0.5 1.0 0.7 0.7 0.5 0.8 0.5 0.7 0.5 0.6 0.7 0.6 0.6 0.5 0.7 0.6 0.4 53.2 100.0

0.8 0.8 0.6 1.0 0.7 0.7 0.7 0.8 0.7 0.7 0.7 0.6 0.7 0.6 0.6 0.5 0.7 0.6 0.5 52.2 100.0

0.8 0.8 0.7 0.9 0.7 0.7 0.7 0.7 0.7 0.6 0.7 0.6 0.6 0.6 0.6 0.5 0.6 0.6 0.5 52.1 100.0

0.8 0.8 0.8 0.8 0.7 0.7 0.7 0.7 0.7 0.7 0.7 0.6 0.6 0.6 0.6 0.6 0.6 0.5 0.5 51.9 100.0

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

Table 8 % retail value rsp

Penetration of Private Label by Category 2005-2010

2005 Beauty and Personal Care Baby Care Bath and Shower Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Skin Care Mass Cosmetics
Source:

2006 1.2 2.5 6.8 4.3 0.9 0.6 0.9 1.1 1.0 0.8 2.8

2007 1.2 2.5 6.7 4.4 0.9 0.6 0.9 1.1 1.0 0.8 2.8

2008 1.2 2.3 6.9 4.4 0.8 0.6 0.9 1.1 1.1 0.9 2.8

2009 1.2 2.3 7.2 4.2 0.8 0.5 0.9 1.1 1.1 0.9 2.8

2010 1.2 2.2 7.2 3.8 0.8 0.4 0.9 0.9 1.0 0.9 2.7

1.3 2.7 6.8 4.3 1.1 0.7 1.0 1.2 1.0 0.9 2.9

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

Table 9 % retail value rsp

Sales of Beauty and Personal Care by Distribution Format: % Analysis 2005-2010

2005 Store-Based Retailing Grocery Retailers Discounters Small Grocery Retailers Convenience Stores Forecourt Retailers Independent Small Grocers 96.4 21.9 0.0 3.5 0.5 0.1 2.9

2006 96.5 21.6 0.0 3.3 0.4 0.1 2.7

2007 96.6 21.2 0.0 3.0 0.4 0.1 2.5

2008 96.6 20.9 0.0 3.0 0.4 0.1 2.5

2009 96.8 20.7 0.0 2.9 0.4 0.1 2.4

2010 97.2 19.8 0.0 2.7 0.4 0.1 2.2

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Supermarkets/Hypermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Beauty Specialist Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Retailers Non-Store Retailing Direct Selling Homeshopping Internet Retailing Vending Total
Source:

18.4 0.0 74.5 40.4 18.3 7.0 11.9 3.2 33.6 32.9 0.0 0.7 0.0 0.0 0.5 3.6 2.7 0.0 0.9 0.0 100.0

18.3 0.0 74.9 40.6 18.6 6.9 11.8 3.2 33.8 33.2 0.0 0.7 0.0 0.0 0.5 3.5 2.6 0.0 0.9 0.0 100.0

18.1 0.0 75.4 40.6 18.6 6.6 12.1 3.2 34.3 33.7 0.0 0.6 0.0 0.0 0.5 3.4 2.5 0.0 0.9 0.0 100.0

17.9 0.0 75.7 41.2 19.1 6.7 12.2 3.2 34.1 33.5 0.0 0.6 0.0 0.0 0.4 3.4 2.5 0.0 0.9 0.0 100.0

17.8 0.1 76.0 41.4 19.3 6.7 12.2 3.1 34.3 33.6 0.0 0.6 0.0 0.0 0.4 3.2 2.2 0.0 1.0 0.0 100.0

17.1 0.0 77.4 40.2 19.1 6.7 11.3 3.1 36.9 36.4 0.0 0.5 0.0 0.0 0.3 2.8 1.8 0.0 1.0 0.0 100.0

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

Table 10

Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis 2010

% retail value rsp BC Store-Based Retailing Grocery Retailers Discounters Small Grocery Retailers Convenience Stores Forecourt Retailers Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Beauty Specialist Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Retailers Non-Store Retailing Direct Selling Homeshopping Internet Retailing 96.3 55.1 0.0 10.6 3.8 0.3 6.5 44.5 0.0 41.1 35.9 3.0 13.4 19.5 0.0 2.4 1.4 0.0 1.0 0.0 0.0 2.8 3.8 0.4 0.0 3.3 BS 94.5 47.7 0.0 4.1 1.0 0.1 3.0 43.6 0.0 46.8 41.3 6.8 13.0 21.5 0.0 5.5 4.5 0.0 1.0 0.0 0.0 0.0 5.5 4.5 0.0 1.0 CC 94.5 0.8 0.0 0.0 0.0 0.0 0.0 0.8 0.0 93.7 32.0 9.5 8.2 14.3 0.0 61.7 61.7 0.0 0.0 0.0 0.0 0.0 5.5 4.0 0.0 1.5 D 97.5 58.0 0.0 8.0 1.0 0.5 6.5 50.0 0.0 39.5 32.3 7.7 9.4 15.2 0.0 7.3 6.8 0.0 0.4 0.0 0.0 0.0 2.5 1.5 0.0 1.0 DP 99.5 32.7 0.0 5.0 1.0 0.0 4.0 27.7 0.0 66.8 66.0 4.9 25.8 35.3 0.0 0.8 0.8 0.0 0.0 0.0 0.0 0.0 0.5 0.0 0.0 0.5 F 98.8 2.6 0.0 1.2 0.0 0.0 1.2 1.4 0.0 96.3 66.8 64.6 0.9 1.3 0.0 28.8 28.8 0.0 0.0 0.0 0.0 0.7 1.1 0.1 0.0 1.0

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Vending Total

0.0 100.0 HC

0.0 100.0 MG 97.5 43.0 0.0 6.7 1.2 0.2 5.3 36.4 0.0 54.4 35.5 8.6 8.5 14.9 3.6 19.0 17.3 0.0 1.7 0.0 0.0 0.0 2.5 1.2 0.0 1.3 0.0 100.0

0.0 100.0 OC 97.9 67.2 0.0 7.2 1.0 0.2 6.0 60.0 0.0 30.7 25.7 3.0 9.7 13.0 0.0 3.5 2.0 0.0 1.5 0.0 0.0 1.5 2.1 0.6 0.0 1.5 0.0 100.0

0.0 100.0 SC 99.0 6.8 0.0 1.1 0.2 0.1 0.8 5.7 0.0 92.2 31.7 14.0 6.0 11.7 0.0 60.5 60.4 0.0 0.1 0.0 0.0 0.0 1.0 0.6 0.0 0.4 0.0 100.0

0.0 100.0 SU 95.5 21.3 0.0 3.3 0.5 0.3 2.5 18.0 0.0 74.2 61.5 6.0 23.5 32.0 0.0 12.2 12.2 0.0 0.0 0.0 0.0 0.5 4.5 2.5 0.0 2.0 0.0 100.0

0.0 100.0 SK 93.0 1.3 0.0 0.0 0.0 0.0 0.0 1.0 0.3 91.7 24.7 16.5 3.2 5.0 0.0 67.0 67.0 0.0 0.0 0.0 0.0 0.0 7.0 6.0 0.0 1.0 0.0 100.0

Store-Based Retailing Grocery Retailers Discounters Small Grocery Retailers Convenience Stores Forecourt Retailers Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Beauty Specialist Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Retailers Non-Store Retailing Direct Selling Homeshopping Internet Retailing Vending Total
Source: Key:

96.5 41.3 0.0 6.2 0.5 0.1 5.6 35.1 0.0 55.2 51.4 8.7 6.2 10.5 26.0 3.8 2.0 0.0 1.8 0.0 0.0 0.0 3.5 2.0 0.0 1.5 0.0 100.0

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources BC = baby care; BS = bath and shower; CC = colour cosmetics; D = deodorants; DP = depilatories; F = fragrances; HC = hair care; MG = mens grooming; OC = oral care; SC = skin care; SU = sun care; SK = sets/kits

Table 11 S$ million

Forecast Sales of Beauty and Personal Care by Category: Value 2010-2015

2010 Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Mass Cosmetics 21.3 91.7 142.0 20.9 4.2 195.3 148.3 65.0 88.4 82.5 385.3 17.3 78.7 615.1 485.8

2011 21.5 93.8 145.3 21.2 4.3 200.5 150.9 66.9 90.2 84.2 399.4 17.9 85.0 638.0 497.5

2012 21.6 95.8 148.8 21.4 4.3 206.5 153.6 69.1 92.0 85.9 412.8 18.5 91.4 661.5 508.8

2013 21.8 97.6 152.5 21.5 4.4 213.1 156.2 71.4 93.6 87.5 425.8 19.0 97.8 685.8 519.7

2014 22.0 99.3 156.5 21.7 4.5 220.6 158.8 73.9 95.1 89.0 438.0 19.5 104.2 710.7 529.9

2015 22.2 100.9 160.5 21.8 4.6 228.9 161.3 76.5 96.5 90.3 449.5 20.0 110.4 735.4 540.2

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Source: Note 1: Note 2:

1,223.8

1,260.7

1,297.7

1,335.1

1,372.4

1,409.5

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, deodorants, colour cosmetics, hair care, fragrances, skin care and sun care Sum of categories is greater than market size because the four mens toiletries categories are included in mens grooming as well as in bath and shower, deodorants, hair care and skin care.

Table 12

Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015

% constant value growth 2010-15 CAGR Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Mass Cosmetics Beauty and Personal Care
Source: Note 1: Note 2:

2010/15 TOTAL 4.2 10.1 13.1 4.1 9.3 17.2 8.8 17.8 9.2 9.5 16.7 15.5 40.2 19.6 11.2 15.2

0.8 1.9 2.5 0.8 1.8 3.2 1.7 3.3 1.8 1.8 3.1 2.9 7.0 3.6 2.1 2.9

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, deodorants, colour cosmetics, hair care, fragrances, skin care and sun care Sum of categories is greater than market size because the four mens toiletries categories are included in mens grooming as well as in bath and shower, deodorants, hair care and skin care.

Table 13 S$ '000

Forecast Sales of Premium Cosmetics by Category: Value 2010-2015

2010 Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics
Source: Note:

2011 503.2 7,362.8 93,579.0 2,221.0 185,462.0 41,119.4 248,541.6 2,434.8 56,810.7 638,034.3

2012 517.5 7,157.0 96,135.9 2,179.0 191,682.9 42,439.4 257,667.9 2,475.9 61,254.3 661,509.9

2013 532.9 7,019.7 98,997.2 2,153.4 198,507.3 43,627.0 266,688.4 2,510.2 65,737.8 685,773.9

2014 549.5 6,865.3 102,180.5 2,145.9 206,181.6 44,658.0 275,376.4 2,539.5 70,219.1 710,715.8

2015 567.2 6,512.9 105,158.0 1,959.9 214,576.5 45,854.0 283,684.1 2,581.2 74,542.7 735,436.5

489.8 7,631.2 91,163.7 2,300.6 179,976.2 39,663.7 239,000.4 2,391.1 52,523.7 615,140.4

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.

Table 14

Forecast Sales of Premium Cosmetics by Category: % Value Growth 2010-2015

% constant value growth 2010-15 CAGR Premium Baby Care 3.0 2010/15 TOTAL 15.8

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Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics
Source: Note:

-3.1 2.9 -3.2 3.6 2.9 3.5 1.5 7.3 3.6

-14.7 15.4 -14.8 19.2 15.6 18.7 7.9 41.9 19.6

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Premium cosmetic sales are additionally included within baby care, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.

DEFINITIONS
This report analyses the market for Beauty and Personal Care in Singapore. For the purposes of the study, the market has been defined as follows: Baby care Bath and shower Colour cosmetics Deodorants Depilatories Fragrances Hair care Mens grooming Oral hygiene Skin care Sun care Sets/kits

Sources used during research include the following:


Summary 1 Official Sources Trade Associations Research Sources Department of Statistics, Singapore Direct Selling Association of Singapore The Cosmetic, Toiletries & Fragrance Association of Singapore Trade Press Beauty Business News Business Source Complete Business Times Channel News Asia Cosmade.com Cosmetique News Cosmtoil.com European Cosmetic Markets

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Financial Times Forbes Happi Magazine International Cosmetique News Soap Perfumery & Cosmetics SPC Asia Special Chem Straits Times, The Today
Source: Euromonitor International

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