ASIA PACIFIC | Beauty and Fashion CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) THE PHILIPPINES Sunscreen YOY growth* 3.1x 18-34 79% 95% 5% Skincare, but Simple Female Male 35-54 20% A strong skincare tradition in the Philippines cleanser, moisturizer and UV protection. People 55+ 1% 18 2018 2019 has historically focused on treating skin with are seeking out products with hyaluronic acid, complex rituals and harsh products. Now, a which helps retain moisture and collagen in the Q1 Q2 Q3 Q4 Q1 Q2 new emphasis on skin health is emerging, and skin. And while they use those products to lock 19 it’s changing the routine. in the good, people are leaning on sunscreen Hyaluronic Acid to keep out the bad. 15 While intensive 10-step skincare has 3.2x dominated in recent years, it’s now falling out With these condensed routines, people in YOY growth* 18-34 80% of favor as people develop an awareness of the Philippines are looking for products that 96% 4% 16 Female Male the skin’s natural protective barrier, which allow their skin to thrive naturally, adopting 35-54 19% erodes when it’s exposed to too many products. protection as the new standard of perfection. 17 The new trend is paring down to the basics: 2018 2019 55+ 1% Q1 Q2 Q3 Q4 Q1 Q2 Moisturizer YOY growth* 3.6x 18-34 79% 15 Bridget Marsh and Gabrielle Dyer, “Everything you need to know about Korean skincare routines,” Cosmopolitan UK, November 26, 2019. 95% 5% 16 Tisha Caedo, “5 Ceramide Moisturizers To Try For Baby-Smooth Skin,” Cosmopolitan Philippines, July 12, 2018. Female Male 17 “Why beauty gurus are scaling down on the ten-step skincare routine,” Rappler, July 24, 2019. 35-54 20% 18 Tisha Caedo, “10 Hyaluronic Acid Products To Try For Clear, Hydrated Skin,” Cosmopolitan Philippines, March 29, 2019. 19 Julie Cabatit-Alegre, “Sunblock is the best anti-aging secret,” The Philippine Star, September 10, 2019. 55+ 1% Source unless otherwise stated: Facebook data, people ages 18+, PH, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to 2018 2019 clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 11