C Small Solutions bases marketing and communications insights on hard data. This article briefly profiles Filipino Facebook users interested in beauty products, including cosmetics, fragrance, and hair products. More detailed analysis is available to inform project strategies. For a free consultation, email: info@csmall.co.uk
By Alana Li
Most of the Philippines’ population use Facebook regularly –the country has approximately 65 million monthly active users. Of these users, over 40 million express interest in beauty products, specifically cosmetics, fragrance, and/or hair products.
The following brief target audience analysis identifies core segments of Facebook users in the Philippines who are interested in beauty products, illustrating where the audience is, their demographic and educational details, and their online habits.
Where are Facebook users interested in beauty products in the Philippines?
Of the 15 million geolocatable users interested in beauty products in the Philippines, around 1/3 are concentrated in Metro Manila. Other predominant regions in which the targeted audience are located include Cebu, Davao Del Sur, and Iloilo Provinces.
Age and gender of the target audience interested in beauty products
The majority of the target audience are women at 62% (versus 38% men). Women are significantly over-represented in this audience when compared to Facebook users in the Philippines overall, which has a 52/48 male/female split.
In all age groups, there are more women who are interested in beauty products than men of a similar age.
Women between the ages of 18 and 34 account for over 40% of users in the Philippines interested in beauty products, and are the core segments to target with relevant content. The most significant age group is of females aged 18-24, who make up 21% of the audience, closely followed by females aged 25-34 (20%). By comparison, men between the ages of 18 and 34 only account for 27% of the target audience.
How the audience uses the Internet
The audience are particularly responsive to advertising on Facebook. Each member of the audience has clicked on a median average of 22 ads – more than double the average Facebook user in the Philippines. They have also liked double the number of pages than the average Filipino Facebook user, and the second most popular category of Facebook pages they have liked is ‘Health/Beauty’, including pages of leading brands like Dove, Maybelline New York, and Sunsilk.
Communications SolutionsIt is essential to tailor ads to mobile devices. According to Facebook data, close to three-quarters of the target audience accessed Facebook using a mobile device only in the past month. Likewise, compatibility issues should be taken into consideration when creating relevant content, as 93% of the audience uses an Android device, with less than 5% using an iPhone.
The type of ad that is being used should also be taken into account. For example, the Story feature on Facebook-owned apps, including Facebook, Instagram, and WhatsApp, allows users to temporarily view or share photos and videos for 24 hours – ads can also be placed between the Stories of accounts followed by a user. 76% of people who use Stories across Facebook-owned apps in the Philippines say brands using Stories is a great way to get to know new products or services, according to Facebook. A further 61% of these individuals are making more online purchases as a result of using Stories.
Timing should be another consideration – in 2018, the Philippines had the fifth highest number of global users of all countries participating in holiday-shopping conversations on Facebook.
Education and livelihoods of the target audience
The target audience are far more likely to have attended university than not – 73% of the 42.5 million users expressing interest in beauty products have been educated to an undergraduate level or higher.
The top roles that they currently work in are in administrative services (26%), sales (23%), and management (20%).
Age and gender of a segment educated to an undergraduate level or higher
What are key segments interested in?
The Facebook Pages that resonate most with audiences are determined by the “affinity” score. This is the probability of Pages’ relevance based on the audience’s online behavior.
The most relevant pages for the segment educated to an undergraduate level or higher include Krispy Kreme Doughnuts, which is followed by 990,100 of the selected audience, and PRC Board, the Philippine Government Exam results and Announcement page, which is followed by 1.1 million of the selected audience. Other relevant pages include cosmetics store L’Oréal Paris, footwear brand Keds, and fashion e-commerce platform Zalora.
How can C Small Solutions help with beauty products marketing strategies?
Effective digital marketing and market research significantly improves your likelihood of success by helping you target the audience most relevant to your project.
The data in this article is based on activity of Facebook users in the Philippines from July to August 2020. Actionable insights can be provided based on larger and granular datasets curated over a longer period.
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