Skin Care in Romania

PROSPECTS

Higher incomes stimulate sales of more sophisticated products

Skin care was dynamic in 2018, stimulated by consumers’ increasing interest in their appearance. Benefits such as healthy, glowing and youthful skin were sought after by urban women.

Anti-agers is the best performer

Anti-agers are increasingly in demand because women want to look young and dynamic. Manufacturers of creams, serums, lotions, cleansers have all boosted their anti-ageing properties.

Natural ingredients are increasingly appreciated

Consumer demand for healthier, skin-friendly products has led to manufacturers developing more natural products. The presence of organic products has increased, and this trend is expected to continue over the forecast period.

COMPETITIVE LANDSCAPE

Farmec SA leads sales

The leading position in skin care is held by the domestic company Farmec SA, based on the success of the brand Gerovital. The brand was originally developed by Ana Aslan, a Romanian scientist who decades ago undertook research in the concept of rejuvenation through natural products.

International companies challenge the leader

The international players Beiersdorf Romania SRL and L’Oréal Romania SRL are close challengers to the leader, Farmec. They invest heavily in advertising and new, innovative launches.

Private label sales are negligible

The expansion of retail chains has improved the position of exclusive brands sold through beauty specialist retailers such as Sephora and Douglas. The contribution of private label from grocery retailing chains is negligible, because of the strong presence of established international and domestic brands, and significant and expanding sales in non-grocery channels, like direct selling, beauty specialist retailers, pharmacies and internet retailing.

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