Among the most important players on the face care cosmetics market, there are Romanian producer Farmec Cluj and two multi-nationals: L'Oreal and Beiersdorf. Each of the three competitors holds leading positions on different market segments, as for the sales volume or brands.
The total market is divided in two important segments: "Care" products, comprising face creams, and "Cleansing" products, including make-up remover, peeling products, face masks and others.
According to market research company ACNielsen, the ratio between the two segments is 55% to 45% as for the sales volume, while the total market is estimated to have stood at 130 billion ROL over the first half of the year.
According to ACNielsen, L'Oreal in May-June was the market leader on the Care segment, with a sales volume share of 24.2%. The market segment on which L'Oreal is positioned with L'Oreal Plenitude is the Up-Mass Market.
"Our target consumer lives in the urban environment and has above-the-average income. She is fashion-, news- and trends-oriented, willing to buy quality products and preferring to pay more for a better product, as "it is worth it", Dan Zloteanu, marketing manager with L'Oreal Romania, maintains.
On the total market, meaning Care plus Cleansing, L'Oreal Plenitude held 13.7% in sales volume share in the first semester of this year, according to ACNielsen, and ranked second after Farmec's Doina brand, while Garnier Synergie of Garnier division, a branch of L'Oreal group, holds 7.5% in sales volume share.
Beiersdorf targets consumers between 18 and 55 years old, living in an urban environment, having medium to high education and income level.
The typical Beiersdorf consumer is modern, active, demanding and interested in cosmetics. Nivea Visage brand, under which face care products are traded, has three positions meeting the needs of the different market segments targeted by the company.
Nivea Visage Basic includes usual care products for all the complexion types. Nivea Visage Alpha Flavon prevents wrinkles, while Nivea Visage Q10, for day, night and eyes reduces wrinkles.
One of Beiersdorf's competitive edges was generated by the achievements of the company's research and development department, says Heike Fischer, marketing manager with Beiersdorf. She specifies that German-based Nivea team created and launched the two new products, Nivea Visage Q10 and Nivea Visage Alpha Flavon, within only one year.
Its 55-year experience in the cosmetics industry allowed the Cluj-based Farmec to ensure the professional level needed to produce quality products and to make innovations.
"Our products stand for 60% of the Romanian cosmetics output," says Daniela Popa, marketing assistant with Farmec. According to ACNielsen, Farmec is the leader of the cleansing market, with 46.9% share at the level of May-June. The company holds a portfolio of 9 brands for face care.
"Gerovital, a world-renowned brand and a genuine treasure, is one of our competitive edges. 80% of the Gerovital products traded in Romania are manufactured by Farmec," Daniela Popa says.
Of the nine types of products, Gerovital, Ro-Plant and Farmec comprise products aimed at complete treatment schemes, from make-up remover, to peeling and facial masks.
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