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Survey Pres
Survey Pres
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.
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 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.
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.
IMPORTERS
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
1. Farmec 43,8
3. Ivatherm 3
4. Gerocossen 2,3
Last year, Romania is one of the countries with the highest growth in Europe.