Increase in spending on cosmetics advertising in Poland

2010-02-17

In 2009, spending on advertising on the Polish cosmetics market increased by 6.5% year on year, to an unprecedented PLN 1.7bn (€423.2m), according to Expert Monitor data published in Rzeczpospolita. By way of example, L’Oreal Polska increased its spending on marketing and promotion activities by 30% year on year, to PLN 470m (€117m) in 2009. Cosmetics producers lead the field in terms of television advertising, after the food companies. In 2009, spending on television advertisements increased by one one-seventh to PLN 1.2bn (€299m).
The increase in spending on advertising has been prompted by reductions in the cost of advertising during the recession. In addition, many cosmetics manufacturers have introduced a number of new products on the market, and these are advertised more frequently than older goods.
Nivea Polska launched 60 new products, and L’Oreal brought several dozen to the market in 2009. Also Ziaja, the well-known Polish cosmetics producer, introduced 30 new items last year.