Skin Care in Romania

PROSPECTS

Skin care no longer restricted to cleansing and moisturising

Skin care in Romania continued to register solid current value growth in 2017 thanks to consumers wanting healthy, glowing and youthful skin, with this driving demand for products offering more than just basic benefits. Skin care routines are no longer restricted to cleansing and moisturising, with consumers seeking rejuvenation, age-defying, age-reversing, imperfection correction and beauty-enhancing properties.

Men’s skin care a growing niche

Although until recently skin care was a category exclusively for women, recent years have seen manufacturers also target men, thanks largely to their success in other European countries. Even though only a few players have introduced men’s products thus far, the category offers considerable potential if manufacturers are able to appeal to an increasingly informed consumer base.

COMPETITIVE LANDSCAPE

Natural products a winning strategy

The main factors driving innovation in skin care are the growing demands of consumers. Manufacturers are thus trying to meet their specific needs, which include a growing interest in “green” or more natural products.

Skin care remains a fairly fragmented category

Although five players - Farmec, Beiersdorf, L’Oréal, Avon and Sarantis - together accounted for more than half of overall skin care value sales in 2017, the category remained fairly fragmented due to a high number of manufacturers and brands, as well as private label skin care products, particularly in facial care. In general, brands have a very clear positioning in terms of price.

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