Cosmetics producers to flood market with new products

2010-04-15



Spending on cosmetics is increasing despite the crisis in Poland. In 2009, the Polish cosmetics market was worth PLN 7.2bn (€1.9bn), after a 13% year-on-year improvement, according to MEMRB data. The increase in the market was assisted by lipstick sales and the strong rivalry between the largest cosmetics producers, which promoted several dozen new products in 2009.
In 2010 cosmetics manufacturers also intend to focus on the launch of new products. The main market areas to be developed include cosmetics for women in their 50s and 60s, men’s cosmetics and dermatological cosmetics sold at pharmacies.
By way of example, Laboratorium Kosmetyczne Dr Irena Eris recently introduced a new line under the Telomeric name aimed at women in their 60s. The company also intends to develop a dermocosmetic line under the Pharmaceris name.
The men’s cosmetics market is worth around PLN 100m (€26m) in Poland, and Oceanic’s management emphasises that it is growing substantially every year. Ziaja also, therefore, intends to enter this market, launching its cosmetics line for men before the summer of 2010. In addition, in 2010, Oceanic will promote its AA Men series, which has been expanded to around 30 products, divided into four age categories.
Nepentes, a producer of dermatological cosmetics, among others, is planning to launch a new line under the Revitalica name for women in their 50s. In 2009, dermocosmetics generated 45% of the company’s revenues, in comparison with 41% in 2008.
Soraya is also planning to market dermatological products. In 2010, the company’s new Maxima Dermo Therapy brand will make its appearance in Polish pharmacies.




In recent years there has been an increasing awareness among Polish women about beauty and appearance. The main factors driving this change are: emulation of Western consumption patterns, changing lifestyles and consumer culture (spending time shopping at a growing number of shopping centres and malls, emulating beauty models promoted by the media), a steady inflow of new products, as well as investments in market research and product innovation undertaken by manufacturers.
According to PMR estimates, in 2009 the Polish market for cosmetic and household chemicals was worth about PLN 21bn, which represented an increase of approx. 4.8% compared with 2008. Almost all women in Poland declare using facial care products (98%), whereas body balms, milks, lotions and creams are used on a daily basis (or close to it) by 75% of Polish women.
The Polish market for cosmetic and beauty products is poised for continued growth in the years ahead, but the rate of expansion may be significantly slower than in recent years. Of the relevant product categories, cosmetics appear to be most resistant to economic downturn, as female consumers are relatively unwilling to economise on them. Appearance is very important for women in the twenty first century, so even in harder economic times they will not abstain from buying cosmetics.

Paulina Burzawa
Business Editor
PMR Publications