The top six investors in advertising on the cosmetics market have spent 430 million euros (rate-card) on advertising according to last year's figures, thus topping the total value earmarked for advertising for all cosmetics manufacturers in 2005.
According to Alfacont the rate-card investments made by the cosmetics companies in 2006 have increased by 40% compared with those made in 2005. This is from a gross value of 309 million euros to gross of 430 million euros, while the net investments ranged between 30-60% of the gross market value.
"We believe the advertising market is witnessing a continuous growth. Romania's accession to the European Union, the increasingly fiercer competition and a need to continue to gain the consumers' attention are just a few of this market's growth factors," say the representatives of Unilever, a company, which, according to Alfacont, boosted its budget for cosmetics promotion by more than 45% last year.
The investments made in advertising by the cosmetics companies doubled against the average market growth in 2006, which ranged between 18-20%, according to estimates on the market.
Last year, the telecommunications industry was ranked first among the investors in advertising, followed by brewers, soft drinks companies, shampoo and hair conditioner manufacturers and finally by the car industry.
Within the cosmetics industry, the multinationals are the largest investors in advertising. They account for over half of the entire domestic cosmetics market, after all.
The top manufacturers and importers benefited from almost 288.000 advertising insertions last year, 44% more than in 2005, when the advertising insertions only slightly exceeded 199.000.
Procter & Gamble was the cosmetics company that made the largest investments in advertising last year. It spent 132.2 million euros (rate-card) for a
