Farmec, the biggest Romanian-held cosmetics producer, projects turnover worth 18.7m euros for this year and double sales of products in the Gerovital H3 range, which has been recently re-launched under a new formula. "More than 350,000 euros have been invested so far in the promotion campaign for Gerovital H3 range and the campaign will continue next year. Following this campaign, Farmec Cluj expects its sales to double," stated the company's representatives.
The re-launch of Gerovital H3, the best seller of Farmec's portfolio, weighing some 10% in turnover, is sustained by the company's first communication campaign with a TV spot, targeting the domestic market.
"Modernising the range was necessary given the fast renewal pace seen on the cosmetics market, generated by consumers' shifting preferences," stated Ioana Borza, marketing-research manager with Farmec SA.
Nevertheless, exports account for more than half in the production of Gerovital H3 cosmetics, which have come to weigh almost 80% in the company's total sales on foreign markets. Farmec currently exports on all the continents and plans to boost export sales in the wake of Romania's EU integration.
Farmec SA annually manufactures over 15 million product units in the plant it owns in Cluj-Napoca, with the company's portfolio including more than 400 items, cosmetics and external use drugs or house care products.
The company several months ago announced an investment plan of approximately 10 million euros targeting the modernisation and retooling of production space during the 2006-2010 period, to prepare for EU integration.
The company's total investments this year will amount to 3.5 million euros and will be aimed at arranging the production space of the cosmetics section, of warehousing space for finished cosmetics products of Cluj-Napoca and at the acquisition of new e
