Polish cosmetic companies on a mission to Asia
Poland is the 5th largest manufacturer of cosmetics in the European Union. The industry is developing very dynamically, and Polish companies are more and more boldly and dynamically looking for new markets. In the era of a pandemic and war in Ukraine, non-European markets, especially Asian ones, are becoming the leading direction for this sector.
Asia is the largest cosmetics market in the world, generating about 38% of global sales revenues, and ASEAN economies give access to almost 660 million potential customers. Customers who follow global trends in the beauty industry and are able to spend more on skin and hair care products and colour cosmetics. Entering these markets, however, requires the preparation of a long-term expansion strategy, including significant expenditures on brand promotion also in social media. Our task is to help companies in this – pointed out Maciej Śmigiel, an expert in the Polish Investment and Trade Agency.
Taking into account the export potential of the ASEAN region, the Polish Investment and Trade Agency organized a trade mission for the cosmetics industry to three countries of Southeast Asia: Singapore, Vietnam and the Philippines. It was attended by 10 Polish companies. All of them could make use of the PAIH stand at Cosmoprof Asia to present their products and meet potential contractors/
Cosmoprof Asia is the largest trade fair for the cosmetics industry in the Asia-Pacific region. On 50,000 m2 there were 18 national and regional pavilions. In the Polish zone we saw the PAIH stand and 20 individual exhibitors. In total, in the heart of Singapore, we promoted the products of 30 Polish brands – explains Maciej Śmigiel from PAIH.
PAIH prepared special training sessions for the missions participants, which familiarized them with the specifics of the markets, including requirements related to halal certification and online sales. Thanks to the PAIH’s Foreign Trade Office wide network of local contacts, Polish entrepreneurs also met with representatives of leading retail chains and distributors.
The mission was a continuation of PAIH’s intensive activities for the promotion of the Polish cosmetics sector in Asia. At the end of 2021, the Agency organized a breakthrough event for Polish manufacturers – “Poland-ASEAN Regional Cosmetics Forum”, and already in 2022 it formalized cooperation with the Polish Association of the Cosmetic Industry (PZPK) and the ASEAN Cosmetics Association (ACA). The Polish companies trade mission in Southeast Asia lasted from 15 to 24 November and was coordinated by PAIH’s Foreign Trade Offices.
Additional partners we’ve worked with on the mission: The Cosmetics, Toiletry & Fragrance Association Of Singapire (CFTAS); Chamber of Cosmetic Industry of the Philippines (CCIP); Investment and Trade Promotion Centre (ITPC) of Ho Chi Minh City.