Wella sees over 20% growth

According to data published in the Official Gazette, the company derived gross income standing at 0.7 million euros, which is comparable to that in the previous year.
The company at the end of last year had around 66 employees. Wella Romania officials declined to comment on this data.
Wella is a unit of Procter & Gamble. Therefore, Procter & Gamble is responsible for distributing Wella’s retail range domestically, that is the mass-market products through P&G Marketing, whereas Wella Romania imports professional ranges, designed for beauty salons.
Last year Procter & Gamble derived a turnover worth 215.5 million euros on the Romanian market. Cosmetics industry sources estimate non-food consumer goods account for around 30 million euros per year in Procter & Gamble’s turnover, a figure the company has not confirmed.
Wella Romania supplies hair dye and care products for the Romanian market.
The domestic cosmetics market last year amounted to 200-250 million euros, and has been posting an annual growth rate of 10-15 percent lately.
Market analysts estimate that the market will follow the same trend over the next six or seven years.
The most important players on the domestic cosmetics market are international companies that set up domestic branches and have earmarked considerable advertising budgets for Romania.
According to the estimates by the MEMRB market audit company, the market of non-food consumer goods increased by approximately 12% last year.
Consequently, an increasing number of players are expected to concentrate their efforts on the domestic market, which is offering a far higher rate of growth compared with other markets in Europe. Companies such as Avon, Procter & Gamble, L’Oreal, Beiersdorf, Oriflame, Henkel and Unilever operate on the domestic cosmetics market.
Wella’s main competitors on the hair dye sector are L’Oreal, Henkel, Londa and Gerocossen, whilst the company is rivalled by L’Oreal and Tigi in the hair care products sector.
Wella professional products are distributed to hair salons.
The company owns such brands as Koleston Perfect, Color Touch, Magma, Blondor, on the hair dye market, SP, Lifetex, Back to Basics, in the hair care segment as well as the hair styling product, High Hair.