The Polish Investment and Trade Agency (PAIH) invites representatives of Polish cosmetic companies and business partners from ASEAN region to participate in an international conference on the subject of the beauty industry: "Poland-ASEAN-Regional Cosmetics Forum".
The online event will be held on October 27-28.
The aim of the Forum organised by PAIH is to promote the Polish cosmetics sector in the Southeast Asia region. It will also be an opportunity to learn about the opportunities offered by the cosmetic industries of the ASEAN region and Poland.
The event will be a platform for meetings with experts from Poland and the ASEAN region, industry organisations as well as practitioners and business representatives. During the event, the following will be indicated, among other things, opportunities and challenges in foreign expansion of Polish cosmetic companies, market trends, as well as legal regulations in force on the markets in question.
The countries of Southeast Asian, along with their increase in population and wealth of their citizens, are becoming the main driving force behind the sale of cosmetics and personal care products in the Asia-Pacific region. In 2019, this sector reached a value of $ 5.9 billion in ASEAN. According to forecasts, by 2027 this value will amount to 8.4 billion dollars.
In addition, new trends are emerging in Southeast Asia, and as the economy grows, the purchasing preferences of customers change. Despite the strong presence of recognized cosmetic brands on the market, niche but innovative brands are gaining more and more popularity. Customers are looking for environmentally friendly cosmetics, including those based on organic ingredients. Products intended for skin and hair care, as well as for children, are of particular interest. Sales of cosmetics with a halal certificate, products that protect against the sun and cosmetics for men have increased greatly.
Despite the stable development of the cosmetics sector, entering the Southeast Asian markets requires proper preparation and a long-term expansion strategy, including significant expenditure on brand and product promotion. The challenge for Polish cosmetics is, among other things, strong competition from local Asian brands, mainly from Japanese and Korean producers.
However, the opportunities for Polish companies on the local market are strengthened by the dynamic development of e-commerce in the region. Online sales are becoming the main distribution channel for cosmetic products - already products from the beauty segment are the most frequently purchased type of products through e-commerce channels.
Polish cosmetic brands are successfully developing sales in Asia, including South-East Asia, for example in Vietnam, Malaysia, Singapore and the Philippines.
The positive trend is reflected in the fact that our country currently ranks 5th in the EU in the field of cosmetics production, just behind the leading and internationally recognized Italy, France or Germany.
Among other things, the arguments for cooperation with Polish companies are: over 100 years of tradition in the field of production and/ or Poland’s highly qualified employees. The production of cosmetics in Poland is carried out in accordance with EU norms and standards, which is particularly important in the case of expansion, for example, to Asia. The wide range of products, in line with the current global cosmetic trends, including those tailored to the special needs of customers, even in the most distant markets, undoubtedly attracts contractors from all over the world.
Recent months, which have made both customers and contractors more concerned as to the price of products, have shown that attractive prices together with high quality are an extremely strong bargaining point, in talks with potential foreign business partners.
Session 1 - Poland and Polish cosmetics industry
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