Gerocossen to see 3.4m-euro business

Romanian cosmetics producer Gerocossen, held by three Romanian shareholders, estimates turnover worth 3.4 million euros next year, up 10% against this year, after higher investments in promotion. “We will reach a 12 million-RON (3.4 million-euro) turnover, thanks to the marketing support we have for our basic product categories, dye and cream, as well as to the expansion of our distribution network in areas such as the South and the West of the country,” said Andreea Sas, marketing manager of Gerocossen. This year, the company earmarked no more than 5% of its turnover to promote its products, but in 2008 intends to increase its budget to 12% of turnover. “Local cosmetics companies are struggling both in terms of expanding their portfolio of products, and in terms of introducing them onto the market and advertising them, compared with multinationals, which have a huge potential to attract clients, as a result of heavy investments in advertising,” explained Sas. Gerocossen predominantly produces hair dyes, which bring the company an up to 11% market share, but also face creams, body lotions and sunscreen products.