2023 July Version of Philippines TikTok Top Products in Beauty and Personal Care

The e-commerce landscape in the Philippines is undergoing a dynamic shift. With the ever-evolving digital ecosystem, marketers have many platforms to choose from for their marketing activities. However, there's a growing need to understand where the audience is and how to reach them effectively.

Despite the multitude of platforms available, there needs to be an apparent mismatch between where the marketers are spending and where the actual potential lies. There's an apparent disconnect with a population keen on exploring new products, especially in the beauty and personal care segment.

So, how can e-commerce marketers in the Philippines better prepare for their plans? What platforms and product categories should they focus on to optimize reach and returns?

The Power of TikTok

Recent data has shown that TikTok Ads have a potential reach of 51.1% amongst users aged 18+ compared to the overall population in this age group. This translates to a whopping 38,402,000 users in the Philippines alone. Given these numbers, it's evident that TikTok is no longer just a platform for fun and entertainment. It's a formidable force in the marketing realm. It can be a game-changer for brands looking to engage with a young and dynamic audience.

Beauty & Personal Care Trending Products

In July 2023, certain products within the beauty and personal care segment witnessed a significant surge in popularity:

• Oral Spray: 153% increase.
• Oral Care Kits: 116% increase.
• Body Shaping Products: 72% increase.
• Makeup Remover: 66% increase.
• Bath & Body Care: 61% increase.

Given this trend, marketers should re-evaluate and align their product offerings and marketing efforts to resonate with consumer preferences.

Ad Spend Analysis

Let's look at where the money is being spent in the beauty & personal care category.

• Lipstick & Lip Gloss: 552K USD
• Acne Treatments: 254K USD
• Perfume: 204K USD
• Concealer & Foundation: 170K USD
• Eyebrow Pencils, Powder & Paste: 164K USD

From the data, it's evident that while marketers heavily invest in traditional beauty products like lipsticks and perfumes, there's an evident rise in the popularity of niche segments like oral care and body shaping products. This calls for a reallocation of marketing spend to cater to evolving consumer needs and preferences.

Conclusion: Preparing for the Next Wave

The key takeaway for e-commerce marketers in the Philippines is agility and adaptability. With the surging popularity of platforms like TikTok and the ever-changing consumer preferences in product categories, it's imperative to stay ahead of the curve, listen to the data, and make informed decisions to ensure effective reach and maximum ROI. Whether embracing new platforms or tweaking the product marketing mix, being proactive will pave the way for success in the dynamic world of e-commerce.