Local cosmetics producers have 5 percent market share

“I think Romanian producers own 10 percent of the market’s value and 20 percent in sold units. They do not have financial backup to afford investments in marketing and consumer education,” said General Manager of international producer Oriflame, Monica Tatoiu.

Local producer Elmi Prodfarm, controlled by Greek group Sarantis Romania, one of the largest cosmetics importers in Romania, estimates turnover of €4.6 million this year, 35 percent higher year-on-year.

“The main factors contributing to this increase will be a better distribution and the launch of new products,” said Marketing Manager Andreea Cremenescu.

Elmi Prodfarm is producer of the Elmiplant brand. Its portfolio includes some 100 products and four brands. According to Cremenescu, the company owns a market share in volume of 7.7 percent on face care products and 2.1 percent in volume on body care products.

Farmec Cluj Napoca, the largest local cosmetics producer, targets at least 15 percent increase in turnover.

Farmec plans to launch some 90 products in 2008, of which 80 percent will be cosmetics and the remainder will be cleaning products. The company is producing over 15 million units annually. Its portfolio includes brands such as Gerovital Ana Aslan, Gerovital Plant, Aslavital, Farmec, Doina, Nufar and Triumf.

Ivatherm, specialized on dermatology cosmetics, estimates turnover of some €2 million, due to the expansion of its product portfolio.

The largest players on local market are international companies Amway, Oriflame and Avon, on direct sales segment, and Procter&Gamble, Unilever, Henkel, L’Oreal and Colgate Palmolive, on the consumer goods segment.