Hair Care in the Philippines

Euromonitor International June 2011

Hair Care

Philippines

List of Contents and Tables

Headlines ................................................................................................................................................................. 1 Trends ...................................................................................................................................................................... 1 Competitive Landscape .......................................................................................................................................... 2 Prospects .................................................................................................................................................................. 3 Category Data ......................................................................................................................................................... 4 Table 1 Sales of Hair Care by Category: Value 2005-2010............................................................ 4 Table 2 Sales of Hair Care by Category: % Value Growth 2005-2010 .......................................... 4 Table 3 Hair Care Premium Vs Mass % Analysis 2005-2010 ........................................................ 5 Table 4 Sales of Styling Agents by Type: % Value Breakdown 2006-2010 .................................. 5 Table 5 Hair Care Company Shares 2006-2010 ............................................................................. 5 Table 6 Hair Care Brand Shares by GBN 2007-2010 ..................................................................... 6 Table 7 Styling Agents Brand Shares by GBN 2007-2010............................................................. 7 Table 8 Colourants Brand Shares by GBN 2007-2010 ................................................................... 7 Table 9 Salon Hair Care Company Shares 2006-2010 ................................................................... 8 Table 10 Salon Hair Care Brand Shares by GBN 2007-2010 ........................................................... 8 Table 11 Hair Care Premium Brand Shares by GBN 2007-2010 ..................................................... 8 Table 12 Forecast Sales of Hair Care by Category: Value 2010-2015 ............................................. 8 Table 13 Forecast Sales of Hair Care by Category: % Value Growth 2010-2015 ............................ 9 Table 14 Forecast Hair Care Premium Vs Mass % Analysis 2010-2015.......................................... 9

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HAIR CARE IN THE PHILIPPINES

HEADLINES
Hair care increases in value by 6% in 2010 to Ps28.8 billion Manufacturers launch products designed to treat common hair care problems 2-in-1 products records fastest growth in 2010 as value sales increase by 10% Hair care products sees stable unit prices during 2010 Unilever Philippine Inc continues to lead with a 41% value share in 2010 Hair care is set to increase in constant value at a CAGR of 3% over the forecast period

TRENDS
During 2010, the need for hair care companies to offer a complete product portfolio of individual brands which address common hair care issues become even more apparent than before. The vast majority of hair care manufacturers in the Philippines strove to offer products which specifically address dandruff, hair loss, dry damaged hair and frizzy hair. In addition to maintaining their current positioning, the majority of hair care brands aimed to deliver value added features so as to engender a better image and enlarge their consumer base. An example of this Procter & Gambles is Head and Shoulders, which is well known for its capacity to treat and prevent dandruff. During 2010, Procter & Gamble ventured into offering products for those who suffer alopecia and hair loss through its Head and Shoulders Anti-Dandruff Hair Retain Shampoo. In conditioners, Unilever launched its Sunsilk Damage Repair Conditioner, which aimed to cater to consumers with damaged hair as a result of the excessive use of styling products. The 6% value growth recorded in hair care during 2010 was higher than the 5% value growth recorded during 2009. In addition to the turnaround in value sales registered in salon hair care, the major contributor to the positive value growth in 2010 was the more rapid increase in unit prices compared to during 2009. It should be noted that volume growth was relatively slow in hair care during 2010, with the exception of salon hair care. Hair care in the Philippines is by now relatively mature as almost every Filipino washes his or her hair nearly every single day. 2-in-1 products recorded the highest growth in hair care in the Philippines during 2010 as value sales increased by 10%. The entry of Unilevers Vaseline brand and Colgate-Palmolives Palmolive brand into 2in-1 products was the main reason for the very strong increase in demand among Philippine consumers. Both Vaseline and Palmolive benefit from a very loyal base of middle income and lower income consumers who are attracted to the 2-in-1 hair care products of brands by the high quality of the shampoo and conditioner contained within the products as well as the convenience offered by 2-in-1 products. Unilever in particular was very aggressive in promoting its Vaseline brand by targeting families who seek to maximise the cost effectiveness of their regular hair care purchases through the introduction of refill packs which cost less and come with free pump bottles. In second position behind 2-in-1 products in 2010 was styling agents, which increased in value by 9% during 2010. Rising from what is still a small volume base, styling agents cater to the devotees of the emerging metrosexual lifestyle. Adhering to the metrosexual aesthetic is leading many Filipino men to maintain a keener awareness of their appearances which is boosting demand for beauty and personal care products overall, including hair care. The wide array of hair care variants which were launched in the Philippines specifically for men during 2010 further bolstered the burgeoning value sales of styling agents. As in other categories such as skin care and oral care, hair care in the Philippines is dominated by products in single serve sachet packaging. These smaller packaging units are most often employed by manufacturers as a way of reaching out to more price sensitive low income consumers who purchase their hair care products from traditional sari-sari stores. The increasing proportion of hair care products in the Philippines being purchased in single-serve sachet packaging is leading to more rapid increases in average unit prices. However, this trend is being countered by the efforts of the leading players in hair care to add value to their products by boosting the quantity of product contained within each sachet. Limited edition shampoos which contain 33% and 50% more volume than standard packaging units largely mitigated the negative effects of

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widespread rises in unit prices during 2010. This led to limited unit price growth during 2010 as the average unit price in hair care is estimated to have increased by only 1%. Hair care in the Philippines is dominated by mass brands, which account for 99% of value sales. Aside from salon hair care, premium hair care brands have very limited availability in the Philippines and are more or less insignificant in terms of influence over demand for hair care in the Philippines. With the high frequency of use of hair care products, premium hair care tends to suffer from an image of being excessively expensive for regular use. The majority of styling agents in the Philippines come in gel format at 32% of total while wax accounted for 31% and followed by mousse with 27%. It should be noted that ease of application remains to be a major concern for Philippine hair care consumers. The use of hairsprays/lacquers has long been in decline in the Philippines as gel and wax has come to be widely recognised as more convenient to use and more affordable. The proportion of overall hair care value sales accounted for by salon hair care remained low in the Philippines during 2010 at just 1% of total hair care value sales. Even though the majority of chained hair salon brands such as Davids Salon, Ricky Reyes, Bench FIX and Jun Encarnacion offer their own private label lines of premium professional hair care products, sales of these products remained very low during 2010 as the majority of customers prefer retail brands which carry much lower retail prices. The increasing availability of professional variants under mainstream brands such as Sunsilk Co-Creation is set to further hinder any potential increases in value sales of salon hair care, especially as mass brands have much better advertising and promotion than the more exclusive products available through salon hair care.

COMPETITIVE LANDSCAPE
Unilever Philippines Inc continued to lead hair care in the Philippines during 2010 with 41% value share. Unilevers value sales in hair care increased to Ps11.8 billion during 2010 as its highly recognised brands such as Sunsilk, Cream Silk, Clear and Vaseline continued to attract vast numbers of Philippine consumers. Unilever maintains a very strong position in hair care categories such as standard shampoo, 2-in-1 products and conditioners. It should be noted that aside from its intensive and extensive high profile advertising campaigns, Unilever Philippines Inc is also able to capitalise on its high level of research and development efficiency, which allows it to introduce innovative products at regular intervals. Unilevers new policy of offering its products in tri-sachets allowed it to achieve greater penetration among lower income Philippine consumers during 2010. Local player Fine Beauty Co Inc recorded the most buoyant growth in hair care during 2010 as its value sales increased by 16%. Fine Beauty Cos robust performance highlights the increasing concern developing among Filipinas about their hair which now goes beyond shampooing and conditioning. Fine Beauty Co distributes multinational brands such as Wella Salon, Wellaform and Newwave, all of which offer colour protection for those consumers who use colourants. This is significant as colour highlights continued to be a major hair fashion trend among Philippine women during 2010. The strong financial muscle of multinational companies enables them to secure larger value shares within hair care in the Philippines. It is estimated that multinational companies accounted for 90% of total value sales in hair care in the Philippines during 2010. The top three companies in hair care during 2010 were Unilever Philippines Inc, Procter & Gamble Philippines Inc and Colgate-Palmolive Philippines Inc, all of which are multinational companies. Instead of competing head-on with these established giants, local companies opted to focus on smaller categories such as perms and relaxants, colourants and styling agents. The need to maintain nationwide marketing campaigns and endorsements from high-profile celebrities also deterred many smaller local players from entering the larger volume hair care categories during 2010. The year 2010 was marked by the entry of the newest line of Unilevers Sunsilk brand of shampoos into the Philippines. The Sunsilk Co-Creations line features different shampoo variants, each designed by a wellknown global hair expert including: Thomas Taw (a damaged hair expert from London); Yuko Yamashita (a hair strengthening expert from Tokyo); Francesca Fusco (a scalp and hair loss expert); Ouidad (a curly and wavy hair expert from New York); Teddy Charles (a shape and style expert); Jamal Hammadi (a hair shine expert from Hollywood); and Rita Hazan (a colourants expert from New York). Capitalising on the reputation of these personalities, the Sunsilk Co-Creations range boast that it provides consumers with expert-touched hair. Aside from its intensive advertising campaigns, Unilever also attempted to increase demand for the Sunsilk brand through social networking sites such as Facebook.

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In its quest to improve its competitive position in hair care in the Philippines, Procter & Gamble Philippines Inc launched its Pantene Total Care brand in 2010 through its 14-Day Challenge. This promotion asked a number of ordinary Philippine women to try Pantene Total Care shampoo for 14 days in order to record the transformation that would occur in their hair as a result of using the brand. Participants in the challenge included its brand ambassadors, all of whom are known to be leading Philippine actresses including Claudine Baretto, Angel Aquino, Carla Abellana, Andi Eigenmann, and Erich Gonzales. Aside from these celebrity users, various ordinary members of the public were invited to become bloggers and share their experiences of using Pantene through online communication. A Pantene fan page was set up on Facebook and this has since become a forum for Philippine women who want to share their positive experiences of using Pantene shampoo. In line with its reputation as a mid-priced hair care brand in the Philippines, LOreal reached out to more middle income consumers during 2010 through its single-serve sachet packaging. The brands new product developments in hair care categories such as shampoos and conditioners can now be purchased through sari-sari stores as well as larger format chained grocery retailers such as supermarkets/hypermarkets. Venturing beyond the popular tri-sachet packaging format, Unilevers Vaseline brand and Procter & Gambles Rejoice brand both introduced sachet packaging with four compartments in 2010, which allowed consumers to obtain four washes from a single purchase.

PROSPECTS
The maturity of hair care in the Philippines will combine with declining population growth to limit growth in hair care during the forecast period. Hair care is expected to increase in constant value at a CAGR of 3% over the forecast period, which is higher than the 1% constant value CAGR recorded during the review period, as value sales will settle on Ps32.7 billion in 2015. Major hair care categories such as shampoo and 2-in-1 products are considered to already be highly mature in the Philippines as the level of penetration of these products is close to 100%. Culturally speaking, Filipinos are very concerned with maintaining proper personal hygiene, which includes daily hair washing and shampooing. With population growth projected to fall to low single-digit rates during the forecast period, a deceleration in demand for shampoo and 2-in-1 products is likely to occur. The ongoing slowdown in sales of shampoos is set to have a deleterious effect on growth in hair care overall during the forecast period as shampoos accounts for 34% of total hair care value sales. Increasing per capita consumption of shampoo among Philippine consumers will be possible only if Filipinos can be tempted away from buying shampoo in small packaging units. It should be noted that the decision to make several purchases of hair care products in smaller sachets rather than a single large bottle is taken not only due to the lower retail price of small packaging units but also as single-serve sachet packaging allows more effective control over the level of shampoo usage among household members. The threat of slump in major hair care categories such as shampoos and conditioners is set to challenge manufacturers over the forecast period, forcing them to look towards engaging in smaller hair care categories which are subject to lower demand and could possibly prove more profitable and lucrative over the longer term. In absence of the possibility to promote higher frequency of usage in categories such as shampoos, conditioners and 2-in-1 products, hair care companies are expected to focus on convincing Filipino customers to purchase a wider variety of hair care products and incorporate more steps into their hair care regimens. The use of conditioners, which currently still holds comparatively high growth potential, should be pushed in the Philippines, especially among middle income consumers. Home treatments could also be promoted as an alternative to salon-based styling procedures as a potentially lucrative niche, especially among middle income working women. 2-in-1 products is expected to record the highest growth in hair care during the forecast period. 2-in-1 products volume sales will increase at a CAGR of 4% during the forecast period, while constant value sales will increase at a CAGR of 5% to Ps6.2 billion by end of 2015. Demand for 2-in-1 products will be buoyed by higher consumer demand for convenience and value-for-money. Unit prices in hair care are set to increase faster during the forecast period than during the review period. The threat coming from higher logistics costs due to increases in toll fees, transportation costs and the global price of oil will combine to bring about overall increases in the national inflation rate in the Philippines, thereby boosting the prices of major grocery items including hair care. The increase in the

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average unit price in hair care will also stem from the increasing penetration of hair care products sold in single-serve sachets. Unilevers newly launched Sunsilk Co-Creations brand will gain a stronger following among Philippine women during the forecast period due to the prevalence of its intensive advertising campaigns. As Filipinas continue to desire perfect hair through the use of professional hair care products, demand for these types of products will continue to increase during the forecast period. Meanwhile, Pantene Total Care will continue to cater to a clear segment of middle income Filipinas due to its higher pricing strategy. Palmolive Cool Dude, which caters to teenage boys, is also expected fare well over the forecast period, as is Palmolive Fashion Girl, which remains focused on teenage girls. The segmentation of demand for hair care in the Philippines is set to remain highly delineated during the forecast period. Assessing the predominant demographic patterns will be the key factor in achieving successful segmentation in hair care as competition will be largely based on gender and age-specific products. The release of higher numbers of hair care products for teenagers might also lead to significantly higher demand among this consumer group. Meanwhile, the rapid growth being experienced in mens grooming products in the Philippines is expected to lead to higher numbers of male-specific shampoo brands, a trend foreshadowed by the 2010 introduction of a male-specific variant for Procter & Gambles Head and Shoulders brand. The venture of Unilevers Sunsilk, Procter & Gambles Pantene, and LOreal into social networking site Facebook has opened many doors for these companies and brands to engage in direct interaction between themselves and their customers. More fans are expected to join in the discussions and debates and participate in the contests which are conducted over Facebook. This social networking strategy is seen to particularly beneficial for companies targeting younger consumers as the youth of the Philippines are the largest users of social networking in the country.

CATEGORY DATA
Table 1 Ps million 2005 2-in-1 Products Colourants Conditioners Hair Loss Treatments Perms and Relaxants Salon Hair Care Shampoos - Medicated Shampoos - Standard Shampoos Styling Agents Hair Care
Source:

Sales of Hair Care by Category: Value 2005-2010

2006 2,536.8 790.5 4,955.7 291.3 186.3 230.7 10,222.1 845.8 9,376.3 4,200.7 23,414.3

2007 1,775.8 814.2 5,302.6 308.8 130.3 246.9 11,185.1 871.2 10,313.9 4,536.8 24,300.5

2008 1,598.2 846.8 5,779.8 321.1 78.7 243.2 12,053.1 862.5 11,190.6 4,945.1 25,866.1

2009 4,538.9 876.5 6,242.2 330.8 82.7 211.6 9,462.0 845.3 8,616.8 5,414.8 27,159.4

2010 4,992.8 902.8 6,710.4 339.0 86.4 220.0 9,695.2 819.9 8,875.3 5,902.2 28,848.7

3,088.8 756.5 4,484.8 272.2 180.9 212.7 9,064.3 805.6 8,258.7 3,701.1 21,761.3

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

Table 2

Sales of Hair Care by Category: % Value Growth 2005-2010

% current value growth 2009/10 2-in-1 Products Colourants Conditioners Hair Loss Treatments Perms and Relaxants Salon Hair Care Shampoos 10.0 3.0 7.5 2.5 4.5 4.0 2.5 2005-10 CAGR 10.1 3.6 8.4 4.5 -13.7 0.7 1.4 2005/10 TOTAL 61.6 19.3 49.6 24.5 -52.2 3.5 7.0

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- Medicated Shampoos - Standard Shampoos Styling Agents Hair Care

Source:

-3.0 3.0 9.0 6.2

0.4 1.5 9.8 5.8

1.8 7.5 59.5 32.6

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

Table 3 % retail value rsp

Hair Care Premium Vs Mass % Analysis 2005-2010

2005 Premium Mass Total

Source:

2006 1.4 98.6 100.0

2007 1.5 98.5 100.0

2008 1.4 98.6 100.0

2009 1.3 98.8 100.0

2010 1.3 98.7 100.0

1.5 98.6 100.0

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

Table 4 % retail value rsp

Sales of Styling Agents by Type: % Value Breakdown 2006-2010

2006 Gel Hairspray/lacquers Mousse Others Total

Source:

2007 33.0 13.0 28.0 26.0 100.0

2008 32.0 12.0 27.0 29.0 100.0

2009 31.5 11.5 26.5 30.5 100.0

2010 31.5 11.0 27.0 30.5 100.0

34.0 14.0 29.0 23.0 100.0

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

Table 5 % retail value rsp Company

Hair Care Company Shares 2006-2010

2006 34.1 15.9 12.7 3.8 3.0 3.3 3.4 1.2 1.1 0.7 0.7 0.5 0.3 0.5 0.1 0.1 0.1 0.0 0.2 -

2007 35.6 14.8 13.4 3.7 3.3 3.2 2.4 1.2 1.3 0.8 0.7 0.5 0.4 0.4 0.1 0.1 0.1 0.0 0.1 -

2008 40.6 14.1 12.3 4.3 3.0 3.0 1.7 1.2 1.0 0.8 0.8 0.4 0.4 0.2 0.1 0.1 0.1 0.0 -

2009 41.0 14.4 12.1 4.7 2.7 2.8 1.5 1.2 1.0 0.8 0.8 0.4 0.4 0.2 0.1 0.1 0.1 0.1 -

2010 41.0 14.3 12.9 4.8 2.8 2.6 1.6 1.1 1.0 0.8 0.8 0.5 0.4 0.2 0.1 0.1 0.1 0.1 -

Unilever Philippines Inc Procter & Gamble Philippines Inc Colgate-Palmolive Philippines Inc L'Oral Philippines Inc Splash Corp Johnson & Johnson (Philippines) Inc Fine Beauty Care Co Inc Dermpharma Inc Henkel Philippines Inc Bico Co Mandom Philippines Corp Rogemson Co Inc, The Avon Cosmetics Inc Straight Arrow Products Inc Manila Swallow Corp Glenmark Philippines Inc JVS Worldwide Inc Revlon Consumer Products Inc Pagoda Enterprises Inc Abbott Laboratories

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(Phils) Inc Chattem Inc Diamond Products Inc Private Label Others Total
Source:

0.4 17.9 100.0

0.6 17.2 100.0

0.8 15.1 100.0

0.8 14.7 100.0

0.8 13.9 100.0

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

Table 6 % retail value rsp Brand

Hair Care Brand Shares by GBN 2007-2010

Company Unilever Philippines Inc Colgate-Palmolive Philippines Inc Unilever Philippines Inc Procter & Gamble Philippines Inc Unilever Philippines Inc Procter & Gamble Philippines Inc Unilever Philippines Inc Unilever Philippines Inc L'Oral Philippines Inc Procter & Gamble Philippines Inc Johnson & Johnson (Philippines) Inc Splash Corp Splash Corp Henkel Philippines Inc Dermpharma Inc Fine Beauty Care Co Inc Bico Co Mandom Philippines Corp Unilever Philippines Inc Fine Beauty Care Co Inc Colgate-Palmolive Philippines Inc L'Oral Philippines Inc Avon Cosmetics Inc L'Oral Philippines Inc Rogemson Co Inc, The Straight Arrow Products Inc L'Oral Philippines Inc Dermpharma Inc Manila Swallow Corp L'Oral Philippines Inc Rogemson Co Inc, The Glenmark Philippines Inc JVS Worldwide Inc Fine Beauty Care Co Inc Fine Beauty Care Co Inc Splash Corp Rogemson Co Inc, The Colgate-Palmolive Philippines Inc Unilever Philippines Inc Fine Beauty Care Co Inc Private Label

2007 16.1 6.8 8.5 6.4 5.1 4.4 1.3 3.4 2.8 3.8 3.2 1.3 1.6 1.3 1.1 0.9 0.8 0.7 0.5 0.6 0.6 0.4 0.4 0.2 0.3 0.4 0.1 0.2 0.1 0.1 0.1 0.1 0.1 0.3 0.1 0.3 0.0 5.9 0.3 0.1 0.6 18.4

2008 16.1 6.1 10.5 6.2 5.6 4.3 3.9 3.5 3.3 3.4 3.0 1.6 1.3 0.9 1.0 0.9 0.8 0.8 0.6 0.5 0.6 0.4 0.4 0.3 0.3 0.2 0.2 0.2 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.0 5.6 0.8 15.9

2009 16.6 11.6 10.7 6.5 5.1 4.5 4.1 3.6 3.5 3.4 2.8 1.5 1.2 1.0 1.0 0.9 0.8 0.8 0.6 0.5 0.5 0.4 0.4 0.3 0.3 0.2 0.2 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.0 0.0 0.8 15.4

2010 16.7 12.5 10.6 6.5 5.0 4.5 4.0 3.6 3.6 3.3 2.6 1.4 1.4 1.0 1.0 0.9 0.8 0.8 0.7 0.5 0.5 0.4 0.4 0.3 0.3 0.2 0.2 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.0 0.0 0.8 14.5

Cream Silk Palmolive Naturals Sunsilk Pantene Vaseline Head & Shoulders Clear Finesse L'Oral Studio Line Rejoice Nizoral Kolours Vitress Dep Regroe Wellaform Bigen Gatsby Suave New Wave Gard L'Oral Excellence Avon L'Oral Professional Hair Works Mane 'n' Tail L'Oral Casting Minoxidil ISAC Swallow Krastase Hydro Gel Scalpex The Body Shop Wella Salon Exclusiv Tricks Raven Palmolive Lux Super Rich Wella Vitawell Private label Others

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Total
Source:

100.0

100.0

100.0

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

Styling Agents Brand Shares by GBN 2007-2010

Company L'Oral Philippines Inc Unilever Philippines Inc Splash Corp Henkel Philippines Inc Fine Beauty Care Co Inc Mandom Philippines Corp Unilever Philippines Inc Unilever Philippines Inc Fine Beauty Care Co Inc Rogemson Co Inc, The Rogemson Co Inc, The Fine Beauty Care Co Inc Splash Corp Mandom Philippines Corp Rogemson Co Inc, The Henkel Philippines Inc Rogemson Co Inc, The Diamond Products Inc Diamond Products Inc Henkel Philippines Inc L'Oral Philippines Inc L'Oral Philippines Inc Mandom Philippines Corp Rogemson Co Inc, The Private Label

2007 15.0 15.0 6.9 6.9 5.0 3.8 2.5 3.0 1.8 0.8 0.3 1.4 0.1 0.1 0.1 0.1 3.0 34.2 100.0

2008 17.0 14.5 5.5 4.9 4.8 4.0 3.0 3.0 2.8 1.5 0.5 0.4 0.5 0.1 0.1 0.1 0.1 4.0 33.3 100.0

2009 17.5 14.7 5.0 4.9 4.5 3.9 3.0 3.0 2.5 1.5 0.5 0.4 0.2 0.1 0.1 0.1 0.1 4.0 33.9 100.0

2010 17.8 14.7 5.7 5.0 4.5 3.8 3.0 3.0 2.5 1.5 0.5 0.4 0.2 0.1 0.1 0.1 0.0 4.1 32.9 100.0

L'Oral Studio Line Finesse Vitress Dep Wellaform Gatsby Sunsilk Suave New Wave Hair Works Hydro Gel Exclusiv Tricks Tancho Hair Glow Dep for Men Raven Dippity-Do White Rain LA Looks Free Style Invisible G-Long Keep Boss by Babes Private label Others Total
Source:

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

Table 8 % retail value rsp Brand

Colourants Brand Shares by GBN 2007-2010

Company Splash Corp Bico Co L'Oral Philippines Inc Bico Co L'Oral Philippines Inc Revlon Consumer Products Inc Procter & Gamble Philippines Inc Fine Beauty Care Co Inc Fine Beauty Care Co Inc Fine Beauty Care Co Inc Fine Beauty Care Co Inc Manila Swallow Corp Nutra Care Inc

2007 35.0 13.0 11.0 10.0 4.0 0.6 4.0 4.0 3.0 3.0 12.4 100.0

2008 41.5 13.5 12.0 10.5 5.0 0.4 3.5 13.6 100.0

2009 40.0 14.5 13.0 11.0 5.2 0.4 1.0 14.9 100.0

2010 40.0 14.5 13.5 11.2 5.2 0.4 15.2 100.0

Kolours Bigen Speedy L'Oral Excellence Bigen L'Oral Casting Colorsilk Clairol Nice 'n' Easy Wella Color Bellady Wella Soft Color Wella New Wave Swallow Wash 'N' Tint Others Total
Source:

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

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Table 9 % retail value rsp Company

Salon Hair Care Company Shares 2006-2010

2006 33.0 32.0 0.5 34.5 100.0

2007 32.0 33.6 34.4 100.0

2008 43.0 13.6 43.4 100.0

2009 55.2 44.8 100.0

2010 55.1 12.8 32.1 100.0

L'Oral Philippines Inc Fine Beauty Care Co Inc Splash Corp Others Total
Source:

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

Table 10 % retail value rsp Brand

Salon Hair Care Brand Shares by GBN 2007-2010

Company L'Oral Philippines Inc L'Oral Philippines Inc Fine Beauty Care Co Inc Splash Corp

2007 22.0 10.0 33.6 34.4 100.0

2008 32.0 11.0 13.6 43.4 100.0

2009 41.4 13.7 44.8 100.0

2010 41.7 13.4 12.8 32.1 100.0

L'Oral Professional Krastase Wella Salon Profix Others Total

Source:

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

Table 11 % retail value rsp Brand

Hair Care Premium Brand Shares by GBN 2007-2010

Company L'Oral Philippines Inc L'Oral Philippines Inc Fine Beauty Care Co Inc Revlon Inc Splash Corp Revlon Inc

2007 16.1 7.3 24.6 52.0 100.0

2008 23.2 8.0 9.8 59.0 100.0

2009 27.0 8.9 64.1 100.0

2010 25.5 8.2 7.8 58.5 100.0

L'Oral Professional Krastase Wella Salon Aquamarine Profix Revlon Flex Others Total
Source:

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

Table 12 Ps million

Forecast Sales of Hair Care by Category: Value 2010-2015

2010 2-in-1 Products Colourants Conditioners Hair Loss Treatments Perms and Relaxants Salon Hair Care Shampoos - Medicated Shampoos - Standard Shampoos Styling Agents 4,992.8 902.8 6,710.4 339.0 86.4 220.0 9,695.2 819.9 8,875.3 5,902.2

2011 5,342.3 910.0 7,032.5 335.6 87.2 219.4 9,690.3 770.7 8,919.6 6,156.0

2012 5,636.1 914.5 7,349.0 334.0 87.9 218.3 9,678.6 732.2 8,946.4 6,402.2

2013 5,889.7 915.4 7,665.0 337.3 88.4 216.5 9,622.4 702.9 8,919.6 6,645.5

2014 6,095.9 914.5 7,971.6 342.4 88.7 214.4 9,565.7 681.8 8,883.9 6,878.1

2015 6,248.3 912.7 8,274.5 349.2 88.7 211.6 9,507.6 668.2 8,839.5 7,105.1

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Hair Care
Source:

28,848.7

29,773.3

30,620.6

31,380.3

32,071.1

32,697.7

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

Table 13

Forecast Sales of Hair Care by Category: % Value Growth 2010-2015

% constant value growth 2010-15 CAGR 2-in-1 Products Colourants Conditioners Hair Loss Treatments Perms and Relaxants Salon Hair Care Shampoos - Medicated Shampoos - Standard Shampoos Styling Agents Hair Care
Source:

2010/15 TOTAL 25.1 1.1 23.3 3.0 2.7 -3.8 -1.9 -18.5 -0.4 20.4 13.3

4.6 0.2 4.3 0.6 0.5 -0.8 -0.4 -4.0 -0.1 3.8 2.5

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

Table 14 % retail value rsp

Forecast Hair Care Premium Vs Mass % Analysis 2010-2015

2010 Premium Mass Total

Source:

2011 1.3 98.7 100.0

2012 1.3 98.7 100.0

2013 1.3 98.7 100.0

2014 1.4 98.7 100.0

2015 1.4 98.6 100.0

1.3 98.7 100.0

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

Euromonitor International

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