Romanian cosmetics producer Farmec looks towards China

Cluj-based Farmec, the largest Romanian-held cosmetics producer, is considering building a cosmetics plant in China and will conduct its first exports by the end of the year. “We want to expand onto Asian markets, and, by the end of the year, make the first exports to China, where we are considering building a production facility in the coming few years. As far as this facility is concerned, we are still in early negotiations for a site,” said Horea Turdean, marketing and sales manager of the Cluj-based company. Increasingly more Romanian producers want to manufacture in China. Among them, Roberto and Cristina Batlan, the owners of the Musette footwear brand, have announced that they intended to move part of production to China. Over the next three years, Farmec will invest over 10.5 million euros in production. Farmec secured the right to use the Gerovital brand name (owned by Gerovital Cosmetics-Miraj) following a 1.2 million-euro deal. The deal was aimed at solving the conflict between the two companies, which dates back to 1992, regarding the use of the brand, with both producers having Gerovital-branded products on the market, but based on different formulas (recipes). Next year, the company will allocate around 60% of its investment budget to research, production and promotion of the Gerovital brand. Farmec has 19 Gerovital-branded products in its portfolio, and intends to launch over 15 such products on the premium segment next year.