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The Philippines is a country wherein its residents are spending part of their earnings in personal hygiene and in making themselves look and feel more confident . With the massive media campaigns (commercials, ads, sponsorships) made by their favorite celebrities whom Filipinos admire/ idolize so much, the cosmetics and toiletries industry in the country has a really good potential.

In the past years, the overall performance of cosmetics and toiletries was hindered by several reasons such as the political wars and the Philippines' weak economic situation. Consumers have nothing to do but to be a little bit tight on their spending in order to survive. The performance of the industry therefore stayed stable at par value growth.