Local-based Ivatherm battles with Avene and Vichy

With ten years’ experience in the pharmaceutical sector, and two Business Masters Degrees in France and Romania under her belt, Rucsandra Hurezeanu entered the dermocosmetics market to take on the international giants that brought brands such as Avene and Vichy onto the local market. Ivatherm, controlled by Rucsandra Hurezeanu, is the only Romanian producer of dermocosmetics which contain Herculane thermal spring water. Three years since being established, the company has managed to recoup its investments, step into the black and budgets a 2 million-euro turnover for 2008, up 30% on last year. According to company data, this places it among the top five companies on the dermocosmetics market, after brands such as Vichy and Avene. “In 2007, our revenues were up 100%, with the main growth drivers being the company’s marketing strategy, which included promotion with dermatologists and pharmacists, and we have increased the number of products from one year to another,” Rucsandra Hurezeanu, general manager of Ivatherm, told ZF.