Hyper-connected Filipinos drive omnichannel shift and personalised experiences

Gatherings and community influence buying behavior.

The Philippines is emerging as a standout digital consumer market in Asia, driven by a young, tech-savvy population and a strong culture of social connection, according to executives from L'Oréal Philippines and Heineken Philippines.

At the Retail Asia Summit Philippines- 2026, Heineken Philippines’ Country Manager Roderick Leong noted that the average Filipino spends 25 hours a day on their phone, making the country “the social media capital of the world.”

L’Oréal Philippines Managing Director Yassine Bakkari also described consumers as discerning and socially conscious, seeking brands that “make a real and genuine effort to be inclusive and responsible” whilst embracing hyper-personalised and AI-driven experiences in beauty.

“We no longer just run mass TV ads,” he said. “But now, we deploy hyper-personalised solutions powered by AI, such as a makeup that you'll try on, beauty coaches, skin or hair analysis, offline and online.”

Despite strong digital engagement, social interactions remain central to Filipino life.

Leong said that in the Philippines, any gathering can become “a mini-party,” with digital tools amplifying, rather than replacing, social connections.

Bakkari added that beauty is inherently social, and brands must respond with authentic, community-oriented campaigns.

“It’s about self-expression, it’s about self-identity, and beauty is not an individual need, it’s a social thing,” he said. “Digital acceleration goes together, and AI allows us to predict authentic brand interaction and hyper-personalisation."

The Philippine retail landscape is highly fragmented, spanning modern trade, sari-sari stores, e-commerce, and hard discount outlets.

Bakkari noted that online beauty sales are growing five to six times faster than offline channels. “More than half of makeup sales in the Philippines are done online."

Leong said Heineken focuses on key urban markets and social occasions, ensuring that brand experiences occur where consumers connect in real life, from sports viewings to celebrations. “You just want to go after where the brand resonates the most."

Still, Bakkari stressed that digital reach alone is insufficient.He said brands must combine technology with authenticity, using data to understand consumers’ needs and celebrating the Philippines’ diversity. “Digital allows us to reach a million of Filipinos, but these Filipino consumers will reward you only if you use the power of technology to be authentic, to be intimate,” he said.