Polish cosmetics conquering the world
PR dla Zagranicy
Polish cosmetics companies have taken advantage of government programmes for the industry and are toting up sales abroad of near on PLN 10 billion (just under EUR 2.5 bln).
As many as 215.5 tonnes of beauty aids were exported to foreign markets in 2014 to the tune of PLN 9.9 million: a rise of almost seven percent in comparison to the previous year, which had been already considered good, the Rzeczpospolita daily said.
This is still expected to change, as a highly successful three-year government promotion programme which closed in 2015 is to be followed by a new programme dedicated to Polish brands and starting this June, the daily reports.
Most of the cosmetics from Poland are under the labels of the big global makers such as L'Oreal, Avon, Nivea Beiersdorf and Oriflame, nonetheless experts point out that the export boost is mainly due to national cosmetics companies, which benefited most from the promotional programme.
On its heels, 80 participating companies reported a 50 percent rise in exports, mostly to new markets, mainly in Asia and the Middle East. One in three introduced their products to 4-8 new markets, 29 percent found more than nine new markets.
For example Irena Eris cosmetics, a home-grown cosmetics titan, is now available on more than 50 markets worldwide, and the company reported a 28 percent increase in exports last year (18 percent more than forecast). (ek/rg)