Background

Eskinol is known to be the pioneer of Facial Care in the Philippines and has been a trusted brand since its market launch in 1945. Though it remains the market leader among deep cleansers today, Eskinol has been greatly challenged by a changing landscape and its evolving consumers. The brand has lost shares to previously smaller brands like Nivea and Garnier, both backed by their innovations with an evolved proposition. However, there is still a clear space for Eskinol as the brand has established strong equity primarily for its ability to remove oil/dirt/pimples and secondarily for its natural ingredients. With its economic price point, the launch of Eskinol Naturals is expected to strengthen its value naturals proposition. This is Eskinol’s first innovation in years and is expected to further strengthen the brand’s equity on cleansing and association with natural ingredients, all while still playing in the economy segment.