Polish industries seek to present their innovations
Negotiate the entry of imports in Brazil, with the high import taxes charged by country (up 20%), that reduce the profit margins to the point of Brazilian importers think twice before hitting the hammer and yet the registration of products by Anvisa, considered rigorous and time-consuming by the market in general is something the Export Program of the government of Poland, which has the support of the European Regional Development Fund is trying for about three years.
The Polish Ministry of Economy, through the Program for Promotion of Exports knows that the results appear gradually. The balance of trade between the two countries this more balanced in other sectors, but in the cosmetics segment there are still few results. It would help a lot if import taxes were lower, but trading them government-to-government is not possible: “We respect and practice the determinations of the European bloc,” said categorical Grazyna Henclewska Undersecretary of State of the country, in late September, to a group of journalists from the cosmetic industry of various countries, invited to know the Polish cosmetic industry.
According to data from the Polish Ministry of Economy, the country currently has one of the fastest growing economies in the EU – in 10 years grew 54% and still growing at 25% per year and its biggest challenge is finding new technologies and innovations. The goal is to increase investment in Poland and from Poland in foreign markets. Your cosmetic industry is the sixth in Europe and for this reason was chosen by the Polish Ministry of Economy as one of the 15 industries of weight of the country, to be promoted internationally, aimed at export.
The Promotion Program, started in 2012 ends in 2015 and is being directed to countries like Italy, Germany, Ukraine, Russia, Turkey, UAE, the USA, China and Brazil. Includes the participation of the industries that joined to it in trade missions abroad and in important cosmetics trade fairs of the world – a group of Polish companies participated for the first time of Beauty Fair in Brazil this year. Besides journalists the program also receives distributors of these countries to have the opportunity to do business directly with companies in the country.
The cosmetic industry in the country grows at a rate of 25% per year, with a result in 2013 of € 2.15 billion. It has more than 3000 producers, mostly family businesses and its main trading partner is Russia, with € 287.715 million. One of its main industry is Oceanic, which produces 600 items hypoallergenic and exports to 26 countries, mostly Europeans.
The structure of the Polish cosmetics market is no different from that of other European countries. The largest portion of the market are hair products (€ 611 500 million – 18.5% in 2011) and cosmetic skin care (€ 563 100 million – 17%), which together constitute more than 35% of the market. Other important categories are: perfume (13.5%), cosmetics for men (10.5%) and makeup (9.7%). Uroda, founded in 1996, is another major industry that have focused on the mass market, with toiletries, perfumes and skin care products.
Distributors attracted for business meetings
The Alba Thyment, a family company established in 1913, whose slogan is “Healthy is Beautiful”, invests in knowledge of essential oils with the wisdom of traditional medicine and modern phytotherapy medicine, focusing on efficacy for varying body products – from products for massage in spray (Tension Relied Spray) to products for hands and feet (Galenic Daily Cream).
Bandi Cosmetics presented on the Polish fair its C-White line, of cosmetics for whitening of anti-wrinkle effect, designed to cover skin care of the face, neck and hands, with Vitamin C and FPS20.
Chantarelle Laboratory Derm Aesthetics is a professional skin care brand that even makes use of non-invasive laser machines for medical aesthetics. Produces more than 220 professional products for skin care and 90 items for care at home, plus the laser equipment.
Interton is a makeup producer and also of makeup packaging. Serpol also produces plastic packaging and Pierre Rene offers outsourcing for makeup products.
Farmona Laboratory of Natural Cosmetics produces over 200 cosmetic items for face, body and hair care. The company also operates in the market for professional cosmetics for beauty salons.
Synesis is a small and innovative company that offers a combination of structures of bio-mimetic science, in a representation of natural lipids produced by the epidermis, with high quality ingredients. And Pharmena is a company focused on cosmeceutical products based on a natural active substance, patented 1-MNA metabolite of niacin (Niaspan ™) that provides anti-inflammatory therapeutic benefits to the skin.
Cosmetics fair presented much more, especially enamels, segment in which the Polish industry is specialized, with many novelties in color, textures and equipments – from equipments of drying and fixation of special glazes up to equipment for placing French tip nails, a hit in that market.
Compete with the giants is a challenge for the Polish industry and it is natural that Brazil, as the second largest market in the world is on the radar of local manufacturers of cosmetics. And this is a sector in which Poland is strong. Polish cosmetics has great quality and competitive price compared to equivalent produced in Germany, France, or Spain. Now it is just a matter of the Brazilian distributors get excited and overcome bureaucratic barriers and to face the high import taxes.
12 de October de 2014 •
Poland moves forward in its purpose of exporting cosmetics