Opportunity for success in Southeast Asia. Polish cosmetics are conquering ASEAN countries

Verona Products Professional is a Polish cosmetic manufacturer that has been operating for almost twenty years. The Warsaw company has its own laboratory and factory located in Sochaczew. Verona is present on nearly 70 foreign markets. An important direction of expansion is South-East Asia. The company's representatives were present at fairs in Malaysia and Vietnam. The company is still looking for opportunities and possibilities in the region. Now, thanks to its cooperation with PAIH, Verona may also include Singapore as an export market. Talks with the local chain of Venus Beauty stores began during the Cosmetic Mission organized by PAIH in the Lion City in the summer of 2019.

Initial meetings with a potential partner took place at the local PAIH office. Our first test order arrived in Singapore in November 2019. The following year, due to the pandemic, was a bit more difficult for the development of this cooperation, but we maintained good and constant relations. The activities paid off ,because our cosmetics appeared on the Venus Beauty shelves in January. We have been cooperating with PAIH for a long time and on various levels. We attend foreign fairs, participate in webinars organized by the Agency and, if possible, in business missions. We had the opportunity to use the PAIH office several times, also in Shanghai. The help of PAIH experts, who know individual markets very well, is very valuable - says Karina Kaliszczak, Business Development & Head of Marketing at Verona Products Professional.

Polish VOLLARE products by Verona from the "Kozie Mleko" range have been delivered to the stores of the Singapore chain Venus Beauty. The products include face creams, body lotions, micellar lotions, hand and foot creams or facial masks.

PAIH's market experts emphasize that the diversified product range is undoubtedly Verona’s advantage . This is very important, taking into account, for example, the divergence of the European and Asian markets. There is a lot of competition in the Singapore cosmetics industry. This is due to the ease of registering products there. According to statistics, the local market has approx. 600 thousand new products annually, with a product’s life cycle being estimated at 8 months to 2 years. However, Polish cosmetics companies have proved that they can do very well in the Southeast Asia region.

What is important in Singapore is a physical presents with the product on site. The annual cosmetics fairs are a good opportunity. A presence at such events means a company can establish effective trade relations. The famous BEAUTY ASIA fair, which was postponed to March 1-3 of this year, due to the pandemic, in 2019, there were nearly 150 exhibitors at the event. The largest trade fair in the cosmetics sector in the ASEAN region is undoubtedly IN-COSMETICS ASIA, which is visited annually in October by over 10 thousand people. The PAIH office in Singapore supports the activities of Polish companies in promoting brands, providing office space and the organization of B2B meetings. There are also networking events and seminars - says Anna Tukalska, Business Development Manager from the local PAIH office.