Russian skin care products find success on Irish market
containing placenta cell extracts has proved successful; cashing in
on the growth of the Irish cosmetics market.
The release of the Plazan skin care range this summer has caused a stir, and according to Trisha Harris, the driving force behind Aruna, the Plazan distributor for Ireland, the company has been overwhelmed by orders. "It's been crazy! Ever since we launched Plazan products on the Irish market back in June, we haven't stopped" said Harris. "Plazan is leading the way in providing natural products that do actually make a difference" she explained, adding that "Plazan products really are the answer that so many people have been waiting for all these years." The product line originally came to fame when it was revealed that the placenta collagen face mask was a favourite of Jennifer Lopez, the well known singer and Hollywood actress. Plazan's first preparations containing placenta cell extracts were introduced over a decade ago, undergoing clinical trials in Russia in 1991. Since then the range has grown in popularity, no doubt significantly helped by the celebrity endorsement. According to the company, placental cell substances are '100 per cent compatible with consumer's skin cells, absorbing thoroughly to nourish, hydrate and rejuvenate even the deepest skin layers'. However, the company's range of anti-ageing and deep moisturising products come at a price, with the collagen cream retailing on the company's website at €47.90 for a 50 ml pot, and the placenta collagen mask at €41.50. The success of the Plazan products in Ireland helps to confirm the industry viewpoint that the country represents one of the European markets with the biggest growth potential. A recent Colipa market report highlighted the fact that Ireland currently has a relatively low per capita expenditure on cosmetic and toiletry products - €133, whereas GDP growth was the fastest in Europe in 2006 (6 per cent). Thus, suggesting that expenditure on personal care products has the potential to increase rapidly. In addition, a Mintel report published early this year, suggested that an increase of women in employment has led to a rise in female spending power for consumer goods. This, coupled with greater societal pressure on women regarding how they should look, leads to increased spending on personal care products. Author of the report, Edel Gallagher, in an earlier correspondence with Cosmetics Design, drew particular attention to the upsurge in celebrity endorsed brands as a prime driver of the market.
