Unilever Philippines Inc in Beauty and Personal Care (Philippines)

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

UNILEVER PHILIPPINES INC IN BEAUTY AND PERSONAL CARE (PHILIPPINES)

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 IN BEAUTY AND PERSONAL CARE (PHILIPPINES)

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 b rands 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 b eauty.

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 

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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, men’s grooming and skin care. The company’s overall value share in beauty and personal care has been increasing steadily since 2010. In 2014, i ts 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. Unilever’s 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 po rtfolio that encompasses different categories such as bath and shower, colour cosmetics, deodorants, hair care, men’s 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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UNILEVER PHILIPPINES INC IN BEAUTY AND PERSONAL CARE (PHILIPPINES)

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The company’s 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 pac kaged 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 e ffectively 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. Pond’s 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 Pond’s Dewy Rose Gel and Instant Lift Complex incorporated in the new Pond’s Age Miracle Firm & Lift range of products. Although the company is able to come up with its own uniquely formulated p roducts, 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 Pond’s expanded into men’s grooming. Pond’s Men Energy Charge was launched in March 2014. This includes a facial foam, facial moisturiser, facial wash for acne control and 3-in-1 tone r, moisturiser and serum in its product line. Other new product launches for 2014 include Pond’s Age Miracle Firm & Lift, Pond’s 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

Men’s 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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