The Emerging Markets in Europe, such as Romania, Poland, the Czeck Republic, Hungary, the Baltic States etc. benefit from dynamic GDP growth, increasing purchasing power and demand from end consumers, as well as investment from foreign brands and retail chains which contine their expansion in 2015.
The market is dominated by imported brands.
For instance, in 2014 the sales of cosmetic products in Romania increased by 5% compared to 2013. Moisturizer is used by 77% of urban women, followed by Cleansing lotion / milk (65%), Toner (46%), Face masks (45%) and Nourishing cream (43%). The national average differences are found in the 40-60 year age category, where Any-wrinkle creams category is on the third position with 57%.
Store chains such as Sephora already reached a network of 25 stores in Romania and their expansion plans continue for 2015-2016 due to increasing demand. As a reaction to local market preferences, L'Oreal recently opened the first store under the premium brand Kiehl's in Romania. Douglas Romania, a subsidiary of retailer Douglas Holding, has reached in May 2015 a number of 18 stores in Romania by opening its new store in the shopping center Mega Mall. Marionnaud Perfumeries Romania already has a network of 30 stores and will continue its expansion in the medium term.
The imports of beauty and skincare products have recorded in Poland:
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