Wednesday, January 13, 2021Cosmetics news

Cosmetic export: Romania and its subtleties

Export cosmétique : la Roumanie et ses subtilités

Business France helps French companies to set up abroad. On the occasion of the E-Cosmetic 360 virtual trade show, this organization gave a series of webinars presenting the most attractive countries for French cosmetics professionals. After sweeping the United States and Asia, Business France has set its sights on Europe and more particularly on Romania.

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In Romania, the beauty sector was estimated at 1.36 billion euros in 2017 and is divided into several categories: perfumes (302.3 million euros), skin care (256 million euros) and hair care (216.4 million euros).
The average basket per capita is 70 euros. The Romanian sector is dominated by mass retailing with a 75% market share, compared to 25% for the premium segment. “But growth is more marked for the prestige segment,” comments Business France.

Trends
Purchasing power is on the rise and this is pushing consumers to buy more cosmetics.
They like innovative concepts and are sensitive to sensory experiences at the point of sale.
The composition of cosmetics takes a back seat, only a minority of Romanians attach importance to it. Note that promotions are the key factor that decides citizens to spend money on beauty products.

Characteristics of the market
For some years now, competition has been raging in Romania.
Imports in 2018 reached 662 million euros, an increase of 14.3% compared to the previous year.
Germany, Poland, France, Italy and Hungary are the countries with the largest presence in Romania, capitalizing almost 60% of the total import value.
Groups such as Avon, L’Oréal, Procter & Gamble, Beiersdorf …

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