Unilever, which owns various popular skin care brands including Pond’s, Dove and Vaseline, awarded the company the creative accounts of 17 brands, and the digital accounts of seven, across its key sectors of personal care, home care and food.
According to Kantar Worldpanel’s latest data, beauty is proving to be the number one area where Filipino consumers are very happy to spend, with sales seeing particularly strong growth, suggesting Unilever is savvy to be investing in the country.
Beauty in the Philippines
Kantar Worldpanel, a market research firm, recently found that purchases of personal care items increased by 11% over the year up to June 2015, and the sector outpaced the growth of other major sectors, such as food, beverage and household care, by several percentage points.
“This growth is a clear manifestation of the Filipino shoppers’ high regard for hygiene and beauty products,” Lourdes Deocareza, head of new business development at Kantar Worldpanel Philippines, said.
“In fact, within the personal care megasector, we’ve found that Filipinos are prioritizing skin care products (hand and body lotion, facial care, liquid soap and bar bath soap), hair care products (shampoo, conditioners and treatment) and oral care (toothpaste and toothbrush),” she confirmed.
“In addition, they are also spending more on rising categories namely, wipes, colognes, diapers and deodorants.”
The brands which Unilever has awarded to Ogilvy & Mather for creative are:
- Total Skin (Pond’s, Dove Masterbrand, Eskinol, Master, Skin Matters, Block & White, Lux, and Manifesto)
- Total Hair (Dove Hair, Sunsilk, Clear, and Toni & Guy - excluding Creamsilk)
- Total Foods (Knorr, Lady’s Choice, Best Foods)
Those which it has awarded for both creative and digital are:
- Pond’s Men
- All Things Hair
Gira Lorenzana, vice president for personal care with Unilever Philippines, said that the partnership will allow them to create “even more progressive and innovative marketing programmes” in the country.
“This will be much more integrated to further strengthen brand equities, and make a real impact on the people we serve,” she said.