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 Bilenas 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 companys
brands include Ever Bilena, Dea, Pinkwater, Advance, Careline and Blackwater, amongst
others.
Amongst store-based channels, the companys products are available in major department
stores, supermarkets and hypermarkets. Ever Bilenas products are made accessible to
consumers in far-flung provinces and municipalities through its direct selling agents.
Riding the huge potential of 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)

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 products.

COMPETITIVE POSITIONING
Ever Bilena was the second largest direct selling company in beauty and personal care in the
Philippines in 2012. The companys share reached 1%, ranking it 13th. The companys
strategy of distributing its brands through both direct selling and store-based retailing enabled
it to widen its 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 companys share 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 companys 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 Bilenas 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 lips. 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
Product type

Ever Bilena Inc: Competitive Position 2012

Value share

Rank

Beauty and personal care

1.1%

13

Colour cosmetics

17.6%

Deodorants

1.8%

Mens grooming

2.6%

Skin care

0.1%

40

Sets/kits

16%

Source:

Euromonitor International from company reports, company research, trade press, trade interviews

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