Viorel Ognean, general manager with Coty Cosmetics, says the increasing clients' demands prompted the company to expand its semi-selective and entry-selective perfume portfolio, triggering a more aggressive approach of decorative cosmetics' market.
"On the mass perfume segment, we maintained the brands that strengthened our position on the market, namely Pr? t-?-porter, Chanson d'Eau and Crossmen, which posted a significant sales volume since they entered the domestic market, ten years ago. We are currently focused on the growing segments, namely the semi-selective and entry-selective ones, as the consumers become increasingly more sophisticated once their incomes increase," says Viorel Ognean.
He thinks the change in consumers' behaviour is caused by the efforts made by the major players on the market and by the investments made in promotion.
"Today, the Romanian consumers prefer strong brands instead of the unknown ones," adds Ognean.
The company entered the semi-selective perfume segment four years ago, with the Isabella Roselini brand, which currently holds a 5% market share, according to MEMRB data, quoted by Coty. The company's best selling perfume is Celine Dion, with some 8% market share, which makes it one of the two top brands on the market, show the quoted data.
"We currently hold over 30% of the women's perfume segment and almost 20% of the whole toilet water and after-shave market," says Viorel Ognean.
Coty entered the entry-selective perfume segment a few years ago and it currently owns the Esprit and Beckham brands. The company intends to expand its portfolio by adding the Kylie Minogue perfume, early next year.
Coty will also invest in the decorative cosmetics' segment.
"The decorative cosmetics' market is a highly competitive segment. We plan an aggressive approach of this segment," adds Ognean. @N_P
