Polish cosmetics brands looking to strengthen in Middle East and North Africa


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Polish cosmetics brands looking to strengthen in Middle East and North Africa
Polish cosmetics brands are looking to strengthen their position in the Middle East and North Africa markets as part of an EU funded scheme set up last year.

Last September the Branch Promotion Programme of the Polish Cosmetics Industry was introduced to give cosmetics producers from Poland the chance to promote their offers to foreign markets.

The Middle East has been identified as a key market offering great potential, and the Polish cosmetics industry will look to use the Beautyworld Middle East fair in Dubai as a stepping stone into this region.

The Polish National Pavilion will be set up at the fair and is seen as a gateway to all the markets in the region, as the show is known to attract customers and tradesmen from all the Gulf countries, as well as those from further regions in Asia and North Africa.

Reinforcing position

Polish cosmetics are the 6th most often exported European cosmetics worldwide, and the industry is looking to reinforce its presence in Saudi Arabia, Bahrain, Egypt, Iraq, Iran, Qatar, Kuwait, Lebanon, Libya, Morocco and the United Arab Emirates.

Many brands, such as Eveline and Dr Irena Eris Cosmetics Laboratory are already accessible in many of the Gulf countries and are now looking to solidify their position at the show.

A common thought amongst Polish producers is that the Middle Eastern markets are not easy ones to crack, but still offers vast potential, as a number of producers to seek new export possibilities there.

“The greatest challenge for us is to find strategic business partners, to convince them that Polish cosmetics products are good quality and that it is worth co-operating with us on a solid, partnership basis,”​ says Ewa Sabaj, Export Manager at Blux Cosmetics.

“We consider that market to be very demanding but at the same time one that creates opportunities for long-standing business relationships which can lead to a substantial rise in our exports and turnover – and hence we are intent on investing in developing our sales on it.”

Meeting specific demands

As a rapidly developing market, brands have to focus on the specific market demands in order to be successful, and this has seen Polish producers are prepare specially designed products.

“The greatest challenge when entering the markets in the Middle East and North Africa are language barriers,”​ explains Olga Ogrodowicz, Export Manager at Harper Hygienics.

“We are aware that packaging in the local language is the key to success. Hence,  our marketing team has started off with creating packaging in Arabic and English. We can thus strengthen our brand identification and reach many different new regions.”

The Beautyworld Middle East fair takes place May 28-30 with the Polish National Pavilion promoted by the Polish Ministry of Economy, as the country’s brands prepare to showcase their tailored offerings to the market.

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