Archaeologists have found evidence of the existence of cosmetic products in

Egypt dating much before year 4000 B.C. ( before Christ) They found old objects with
eye makeup and evidence of the use of beautiful odor ointments. Since 1600, cosmetic
science has been spread among different groups: alchemists, barbarians, pharmacists,
hairdressers, chambermaids and even noble ladies. Nowadays, thanks to the great
discoveries of modern chemistry, the perfume and cosmetics industry have been
revived.

According to the Cosmetic Products (safety) Regulations cosmetics can be

defined as any substance/preparation that is used on the skin, teeth, hair, nails, lips, with
the intention to cleanse, protect, perfume, change the appearance of, keep in good
condition or to correct body odours.

The cosmetics market is distributed, depending on the destination of the products, on

the following segments:

 skin care products;

 Capillary products (hair care);
 Toiletries (alumni perfumery);
 makeup (decorative cosmetics);
 products for body hygiene.

CONSUMERS

People are different from each other and often act more emotionally than rationally.
Human behavior can be influenced and, depending on what influences it, can change
attitudes and behavior from one week to the next. One of the most important business
environment variables that the company has no control but which it is trying to
influence in the desired way is the consumer.
Main Influencing Factors:

 the level of living and education of consumers,

 product quality,
 their price,
 the nature of the needs they satisfy,
 packaging,
 country of origin,
 the brand's reputation and the production house
 launch message.

The most important factors that have the greatest influence on the consumer and which
are found in most of the marketing strategies are: culture, class and social status, family
behavior and the individual's reference group.

What cosmetics are buying the romanians?

Recent statistics show that most purchases of cosmetics are currently made in
physical stores, followed by pharmacies and beauty salons. An unsegment on the rise is
that of Internet sales, which have advanced significantly over the past 2-3 years.

Experts say things are changing year-on-year, and Romanians are increasingly
documenting the importance of skin care, increasingly paying attention to the
ingredients used in cosmetics, to international trends.

PRODUCERS

The cosmetics market is a highly layered market. The offer ranges from cheap,
no-name products to sophisticated products and prestigious brands. For Romanians,
mass products are the ones that best meet the quality and price requirements, which is
why they are the most demanded.

In Romania, until recently, the consumption of cosmetic products was mostly

made up of imported goods due to the limited number of autochthonous enterprises.
Lately, however, both companies producing finished cosmetics and auxiliary raw
materials have been established in our country. All this, by quality and by acceptable
price, begins to make a visible competition for cosmetics considered important.

IMPORTERS

WHO DECIDES ON COSMETICS MARKET IN ROMANIA?

According to KeysFin's financial data, this trend is primarily driven by importers and
specialized chain stores developed by multinationals.

Statistics show that on the cosmetics imports segment, the main player in
Romania is Interbrands Marketing & Distribution SRL, which reported a turnover of
162,5 million euro in 2017. Importers' top is complemented by Avon Cosmetics
Romania (122,3 million euro), L'Oreal Romania SRL (70 million euro),
Colgate-Palmolive Romania SRL (60 million euro), Sarantis Romania SA (57 million
euro), Beiersdorf Romania SRL (53 million euro) and Johnson Wax SRL (42 million
euro) in 2017, = 566,8

Nr. Imports Companies Cifra de afaceri (million euro)

1. Interbrands Marketing & Distribution SRL 162,5 mil. euro

2. Avon Cosmetics Romania SRL 122,3 mil. euro

3. L’Oreal Romania SRL 70 mil. euro

4. Colgate-Palmolive Romania SRL 60 mil. euro

5. Sarantis Romania SA 57 mil. euro

6. Beiersdorf Romania SRL 53 mil. euro

7. Johnson Wax SRL 42 mil. euro

TOP ROMANIAN PRODUCERS

Nr. Company Turn-over (million euro)

1. Farmec 43,8

2. Papillon Laboratoire Cosmetiques (Loncolor) 9

3. Ivatherm 3

4. Gerocossen 2,3

5. Genmar Cosmetics 1,5

The average amount spent by a family in Romania per month on cosmetics is 28

lei, with 5 lei more than last year, according to INS (National Institut of Statistics).
What do we buy? More perfumes and make-up products, while in Western Europe skin
care is more popular.

Last year, Romania is one of the countries with the highest growth in Europe.

CONSUMPTION (VALUE OF CONSUMPTION AND PERSONAL CARE) = 1213

MILLION EUROS

EXPORT= 5% = 60,65 MILLION EUROS

CONSUMPTION= PRODUCTION+IMPORT- REEXP

PRODUCTIA ROMANIEI = 10% = 200 MILLION EUROS

IMPORT= 900 MILLION EUROS