Pinays care most about hair, complexion: study

Posted at 09/10/13 5:23 PM

Actress Anne Curtis in this advertising image for Belo Essentials, which specializes in whitening products. Photo from the Belo Essentials Facebook page

MANILA – What is beauty to the ordinary Filipino woman? According to a study on consumer behavior, it is all about having fair skin and soft, shiny hair.

Ad hoc studies conducted by Kantar Worldpanel among 3,000 Filipino households between 2007 and 2010 show that 72% of Filipino women care about their looks, particularly about their hair and complexion.

The proof? Kantar Worldpanel said Filipino households, which are usually dominated by women, spent 12.6% more on hair conditioners, and 6.3% more on hand and body lotion from June 2009 to June 2013.

From 2011 to 2013, Filipino households spent 10% more on whitening products compared to only 1% on non-whitening items. Specifically, they spent 8% more on whitening body lotion compared to its non-whitening counterpart at 5%.

Kantar Worldpanel said the trend can be seen across all market segments, but it was most noticeable in classes C and E in Visayas and Mindanao.

It added that this is driven mainly by young households, or those including children aged 12 years and below; and adult homes, which has people aged 19 and up as members.

The products, dominated by items from consumer goods giants Unilever and P&G, are usually bought from supermarkets. Another popular source of whitening and hair products, according to the study, is direct sales channels such as Avon.