Avon Cosmetics Romania posted net sales worth 100.4 million euros last year, a 9% increase against the net turnover registered in 2005.

Avon Cosmetics Romania, the biggest cosmetics importer on the domestic market, estimates it will register a sales increase similar to the market's 10% growth rate, which could bring the company's business to over 110 million euros this year.

"The increase we target for 2007 is similar to the market's growth rate. I think this is a mature market, which no longer experiences spectacular leaps," said Raluca Kisescu, marketing manager of Avon Cosmetics Romania.

According to Euromonitor, the Romanian market of cosmetics and personal care products could reach over 2.4 billion RON (720 million euros), an increase of around 13% against 2006. "Consumers 'upgrade' their needs by themselves, due to a rise in the standard of living and in individual purchasing power, as well as education through the media, which the market (not just the cosmetics market) provides," Raluca Kisescu said, explaining the market's progression.

Avon Cosmetics Romania posted net sales worth 100.4 million euros last year, a 9% increase against the net turnover registered in 2005. "Our growth was at a similar level to the market's growth," specified Raluca Kisescu.

Daily care products accounted for the biggest sales increase in the company's portfolio in 2006.

Recently, the company has relied on the development of its sales network in rural areas, which modern retail has not yet tapped into. Oriflame, Avon's main competitor will, in turn, develop its distribution in small towns and villages, where the two players do not currently have any strong competition.

Another strategy being developed by companies with direct sales on the cosmetics market is a system to order products by mobile phone, or via the Internet. Av