Project co-financed by the European Union from the European Regional Development Fund.
Cosmetics from PolandWhy Poland has became the 6th exporter of cosmetics in Europe
SPC House of Media
27th September 2013
Warsaw, Poland
Project co-financed by the European Union from the European Regional Development Fund.
Who are we?
SPC House of Media is the Polish advertisingagency. We do PR, media planning and buying.
We run the Programme to Promote PolishCosmetics Industry on Foreign Markets for thePolish Ministry of Economy.
Aleksandra Kretkowska – project manager ofthe Programme
Project co-financed by the European Union from the European Regional Development Fund.
Project co-financed by the European Union from the European Regional Development Fund.
History of the Polish industry
Did you know…
Helena Rubinstein,
Max Factor,
dr Oscar Troplowitz (founder of Beiersdorf)
were all born in Poland
(in: Krakow, Lodz, Silesia)?
Project co-financed by the European Union from the European Regional Development Fund.
History of the Polish industry
After the World War I (1918)
• Blooming of the Polish cosmetic industry,
• New cosmetic companies established (some are still
operating today, e.g.: Miraculum, Loton)
After the World War II (1945)
• Nationalisation of the industry,
• Pollena national “corporation” established,
• Poland becomes “beauty centre” for Central and Eastern
Europe, exporting luxury brands to all neighbouring socialist countries
After the collapse of communism (1989)
• Privatisation,
• New Polish companies established,
• Foreign corporations built or renovate their cosmetic factories
in Poland.
Project co-financed by the European Union from the European Regional Development Fund.
Cosmetic branch today
SIZE
• More than 3 000 cosmetic producers,
• Mixture of global cosmetic concerns, big & medium Polish producers and
hundreds of small producers and boutique brands,
• Producers of all kinds of cosmetics (skin care, make up and hair; products for
mass market and professional ones, luxury and affordable etc.)
• Additionally, also hundreds of laboratories, research, chemical and
biotechnological companies and, finally, packaging and container producers.
• Polish companies can base the whole production process in Poland – from the
very first concept, through tests and research, to production and packaging right
until the final product.
• 50% of the Polish market of body and face-care cosmetics (38 million consumers)
belongs to local Polish brands.
Project co-financed by the European Union from the European Regional Development Fund.
Cosmetic branch today
KNOW HOW
• 100 years of experience, know how,
• Cosmetology and cosmetics chemistry taught on
different levels at 54 academic centres,
• Advanced R&D, 25% of employees of cosmetic
companies works in R&D departments,
• European Union standards.
FLEXIBILITY
• Central location of Poland in Europe: creating a geographic and cultural bridge between the
markets of Western and those of Central-East Europe; very advantageous for the chain of
supplies, facilitating access both to clients and to the raw products used in cosmetic
production.
• Employment costs in Poland still belong to the lowest in Europe.
Project co-financed by the European Union from the European Regional Development Fund.
Cosmetic branch today
Top quality,
competitive prices
Project co-financed by the European Union from the European Regional Development Fund.
Cosmetic production
- zł
1 000 000 zł
2 000 000 zł
3 000 000 zł
4 000 000 zł
5 000 000 zł
6 000 000 zł
2009 2010 2011
Value of sold production
Perfumes and
toilet preparations
Soap and
detergents,
cleaning and
polishing
preparations
*Source: GUS, Polish Central Statistical Office, Warsaw, June 2012
Project co-financed by the European Union from the European Regional Development Fund.
Cosmetic production
0
20 000
40 000
60 000
80 000
100 000
120 000
2000 2005 2006 2007 2008 2009 2010 2011
Ton
es
Production in tones
Soap etc.
Hair care
*Source: GUS, Polish Central Statistical Office, Warsaw, June 2012
Project co-financed by the European Union from the European Regional Development Fund.
Export growth 2001-2011
*Source: Euromonitor, 2012
Project co-financed by the European Union from the European Regional Development Fund.
Export growth 2010-2012
*Source: GUS, Polish Central Statistical Office, 2013
€ -
€ 500 000 000
€ 1 000 000 000
€ 1 500 000 000
€ 2 000 000 000
€ 2 500 000 000
2010 2011 2012 2013, I quater
Export € 1 849 482 74 € 1 918 167 00 € 2 048 405 71 € 511 181 165
Export of Polish cosmetics and fragnances
Steady growth
of ~5% a year
Project co-financed by the European Union from the European Regional Development Fund.
Export position
*Source: Cosmetic Europe Association, Eurostat, 2012
Poland is the 6th cosmetic exporter in the EU:
1. France
2. Germany
3. Italy
4. Great Britain
5. Spain
6. Poland
Project co-financed by the European Union from the European Regional Development Fund.
Export by regions
€ -
€ 200 000 000
€ 400 000 000
€ 600 000 000
€ 800 000 000
€ 1 000 000 000
€ 1 200 000 000
€ 1 400 000 000
European Union Central and
Eastern Europe
Developing
countries
Other
Export in 2012 by regions
*Source: GUS, Polish Central Statistical Office, 2013
Project co-financed by the European Union from the European Regional Development Fund.
Export by countries
*Source: GUS, Polish
Central Statistical
Office, 2013
Top 15
countries
in 2012
No Country Value in EUR
1 Russia € 310 463 133
2 Great Britain € 250 508 400
3 Germany € 214 013 321
4 Ukraine € 114 646 434
5 Netherlands € 98 746 360
6 Spain € 96 971 903
7 Italy € 94 083 326
8 Hungary € 78 678 567
9 Turkey € 77 979 889
10 Czech Republic € 77 370 347
11 Romania € 64 424 386
12 France € 64 291 196
13 Kazachstan € 37 474 105
14 Lithuania € 34 546 600
15 South African Republic € 33 211 048
29 USA € 10 280 264
87 China € 273 592
93 Brazil € 210 405
Project co-financed by the European Union from the European Regional Development Fund.
The Promotion Programme
• Cosmetic industry was chosen one of 15 champion industries to promote Polish
industry abroad by the Polish Ministry of Economy.
• Special Promotion Programme for it was being established. Its aim is to promote
abroad cosmetic producers from Poland. The first edition takes place in 2012-
2015. More than 50 companies takes part in it.
• The programme enables the Polish National Pavilion to appear at the most
important international cosmetics fairs, such as: Cosmoprof, Cosmoprof Asia,
Beauty World Middle East, Intercharm, Beauty Eurasia…
• Polish companies also go on numerous foreign trade missions and to seminars,
as well as host foreign contractors and journalists in Poland (study tours).
• We also organize an international PR & advertising campaign for the industry,
and a portal: http://www.polishcosmetics.pl/en/ and many others.
Project co-financed by the European Union from the European Regional Development Fund.
Polish National Pavilion
Project co-financed by the European Union from the European Regional Development Fund.
Polish National Pavilion
Project co-financed by the European Union from the European Regional Development Fund.
Polish National Pavilion
Project co-financed by the European Union from the European Regional Development Fund.
Polish National Pavilion
Project co-financed by the European Union from the European Regional Development Fund.
Polish National Pavilion
Project co-financed by the European Union from the European Regional Development Fund.
Advertising campaign
Project co-financed by the European Union from the European Regional Development Fund.
www.polishcosmetics.pl
� Catalogue of
Polish producers
� Industry data
� News
� ….
Project co-financed by the European Union from the European Regional Development Fund.
Thank you for your attention!
If you have any questions,
please do not hesitate to contact us!