Creams are slowly reaching men

The representative of a cosmetics company was saying last fall that the Romanian men’s lack of interest in cosmetics hindered broadening the existing product ranges.
He meant that men, like women, who have lots of products that come in all shapes and sizes and all sorts of fragrances available, should have a lot of products to choose from, such as facial creams, anti-ageing creams, foot or hand creams. Men in other countries are at least as careful about their looks as their partners are and an entire industry thrives on their habits.
Coty Cosmetics has recently launched the Adidas Skin Care line, which also includes three types of facial creams that the company is planning to use to blaze a new trail. “We felt it was a good time to introduce collateral care products, as well: an exfoliating particle scrub and two creams – a protective cream and a hydrating one. Of course we are not considering mass distribution for these products, as long as our target is a very educated and sophisticated group, which is represented on the Romanian market, as well,” Marian Dumitrescu, Adidas brand manager with Coty Romania said.
Dumitrescu added the research conducted by the company showed there was quite a significant number of men using creams, who were frustrated to see only creams for women available on the market.
“Women are our secondary target in terms of communication, because most of the times they are actually those who decide what fragrances their men should use.”
How much the market is worth is hard to say. Certain estimates, however, show the men’s cosmetics market to amount to approximately $30 million.
Richard Frisch, Beiersdorf Romania general manager, was saying last year that as long as men did not see cosmetics as a necessity, launching products for this segment “makes no sense.”
“We may enter this market, but I cannot tell you exactly when,” Frisch is saying now.
Coty’s Dumitrescu in his turn feels the market will see more products launched.
“As long as we’re dealing with a market in the making, the positive results will attract competition.”