EVER BILENA COSMETICS INC IN BEAUTY AND PERSONAL CARE (PHILIPPINES) Euromonitor International June 2013
EVER BILENA COSMETICS INC IN BEAUTY AND PERSONAL CARE (PHILIPPINES)
LIST OF CONTENTS AND TABLES Strategic Direction ................................................................................................................... ..... 1 Key Facts ..................................................................................................................................... 1 Summary 1
Ever Bilena Cosmetics Inc: Key Facts.................... ...................................... 1
Company Background ....................................................... ........................................................... 1 Production .............................................................. ................................................................. ..... 2 Competitive Positioning ..................................................... ........................................................... 2 Summary 2
Ever Bilena Inc: Competitive Position 2012.................................................. 2
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EVER BILENA COSMETICS INC IN BEAUTY AND PERSONAL CARE (PHILIPPINES)
EVER BILENA COSMETICS INC STRATEGIC DIRECTION
Ever Bilena Cosmetics is expected to work on strengthening its foothold in the local market through the launch of more innovative products which are competitively priced, to appeal to younger consumers who have less disposable income. Although the company continues to focus on colour cosmetics, its revenue from deodorants and fragrances is projected to increase in the forecast period.
KEY FACTS Summary 1
Ever Bilena Cosmetics Inc: Key Facts
Full name of company:
Ever Bilena Cosmetics Inc
Address:
289 Reparo St, Sta Quiteria, Caloocan City, Philippines
Tel:
+63 (2) 330 0088
Fax:
+63 (2) 361 3964
www:
www.everbilena.com.ph
Activities:
Beauty and personal care company
Source:
Euromonitor International from company reports, company research
COMPANY BACKGROUND
Ever Bilena Cosmetics was established in 1983 with a single product, Ever Bilena nail polish. The product was well-received by the local market, encouraging the company to launch more brands in other categories. By 1985, Ever Bilena carried a wide range of colour cosmetics, and gained exclusive distribution deals in Visayas and Mindanao. The company then ventured into direct selling to improve its penetration amongst middle- and lower-income consumers in the country. To date, the company is amongst the largest direct sellers of beauty and personal care products in the Philippines. It remains privately owned. Ever Bilena’s portfolio has expanded to accommodate lucrative product lines in response to strong consumer demand. Aside from colour cosmetics, the company also carries deodorants, fragrances and bath and shower products, amongst others. The company’s brands include Ever Bilena, Dea, Pinkwater, Advance, Careline and Blackwater, amongst others.
Amongst store-based channels, the company’s products are ava ilable in major department stores, supermarkets and hypermarkets. Ever Bilena’s products are made accessible to consumers in far-flung provinces and municipalities through its direct selling agents. Riding the huge potential o f BB cream in the market, Ever Bilena launched its own BB cream in May 2012 under the brand name Advance. This product boasts of giving the benefits of a moisturiser, anti-ager and face powder.
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EVER BILENA COSMETICS INC IN BEAUTY AND PERSONAL CARE (PHILIPPINES)
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PRODUCTION
Ever Bilena Cosmetics imports most of its supplies from countries including China, Taiwan, Germany, Indonesia, Japan, South Korea and Vietnam. In addition, 99% of the raw materials used in the production of Ever Bilena's nail care products are also sourced abroad. The company does not export any of its p roducts.
COMPETITIVE POSITIONING
Ever Bilena was the second largest direct selling company in beau ty and personal care in the Philippines in 2012. The company’s share reached 1%, ranking it 13th. The company’s strategy of distributing its brands through both direct selling and store-based retailing enabled it to widen i ts consumer base and reach out to a larger number of people. Furthermore, its competitively priced brands appeal to price-sensitive consumers, especially teens and students, who have lower budgets. The company’s sha re steadily increased over the years, as Ever Bilena widened its product lines and introduced new products which were warmly received by its target group. During 2012, the company’s sales jumped by 7%, outpacing the growth in overall beauty and personal care of 4%. In direct selling, Ever Bilena is able to attract more buyers in the provinces due to its more competitive pricing strategy. Colour cosmetics account for most of Ever B ilena’s revenue. Whilst the local market for colour cosmetics is already huge, growth prospects remain strong. It should be noted that whilst most Filipinas purchase colour cosmetics, usage is mainly limited to the face and l ips. Thus, there is a good opportunity for the growth of nail and eye products. Furthermore, local consumers become more open to experimenting in terms of colours and looks giving good prospects to even large categories like facial make-up and lip products. In recent years the company also ventured into more robust categories, such as fragrances and deodorants.
Ever Bilena is positioned in fast growth categories, which could propel it to gain a stronger foothold in the local beauty and personal care market. The company will continue to capitalise on its competitive pricing strategy in order to attract price-conscious consumers. With its introduction of bolder and more playful colours in colour cosmetics, it is poised to become a top choice for teens and consumers in their 20s.
Summary 2
Ever Bilena Inc: Competitive Position 2012
Product type
Value share
Rank
Beauty and personal care
1.1%
13
Colour cosmetics
17.6%
2
Deodorants
1.8%
6
Men’s grooming
2.6%
6
Skin care
0.1%
40
Sets/kits
16%
2
Source:
Euromonitor International from company reports, company research, trade press, trade interviews
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