Cosmetics & Consumer
Managing Director: Mr. Larry Sakellariou
Driven by changes in socioeconomic trends, new product introductions
with technologically advanced and enhanced formulas and the increasing
number of working women with more disposable income, the market for
cosmetic products has posted impressive growth rates in recent years.
Additional factors that have contributed to this growth include the
increasing use of cosmetic products by men, appealing advertising and
effective promotional programs.
Against a background of anticipated favourable market developments, the
Company took the strategic decision to enter the cosmetics market more
than 25 years ago. The Cosmetics & Consumer Division gained an initial
foothold in the market with a range of niche products that were
developed by pharmaceutical companies and sold through pharmacies, but
which were purely cosmetic in nature.
Following this initial foray into the cosmetics market, the Division
rapidly developed into a leading player with an impressive product
portfolio. The product portfolio includes prestige brand names such as:
La Prairie, Marlies Möller, Dolce & Gabbana, Gucci, Escada, Montblanc,
Dunhill, Rochas, Ghost, Puma, Kanebo, Trussardi, Max Mara, John Varvatos,
Zirh, Corduroy, Police, Pal Zileri and Lanvin. These brands are sold
through selective retail outlets with strong support from in-store
beauty consultants who compliment national marketing programs.
A seasoned management team and a group of experienced and enthusiastic
beauty consultants constitute the driving force behind the Division's
success. With impressive track records in new product launches and line
extensions of established brands, the Division has posted exceptional
sales growth rates in recent years and today enjoys a leading position
in the selective distribution channel of the cosmetics market in Greece.
The Division is also active in the mass-market channel, a channel that
has undergone tremendous transformations in recent years. The small
independent grocery store of yesteryear has virtually disappeared and
today large international and national operators dominate the fast
moving consumer goods retail market. Through various marketing
initiatives, advertising campaigns, product assortment strategies,
promotional programs, product pricing strategies, private label products
and the deployment of various formats, ranging from discount stores to
large hypermarkets, these retail operators have developed distinct
images that appeal to the tastes and needs of their target customers.
Shifts in values and attitudes, increased consumer sophistication and
level of education, active lifestyles and demographic changes are among
the factors influencing consumers to attach greater concern to health
and appearance and an overall higher standard of personal hygiene.
Consumer and shopper habits have also undergone significant changes and
there is a marked increase in the volume of health and beauty products
that are sold through the major retail chains.
With firm footholds and leadership positions in several health care and
beauty sectors, the Company decided to diversify further and enter the
fast moving consumer goods sector. Today, the Division markets and
distributes a range of mass-market personal care products of recognized
brand names such as Benetton, Perky, Police, Barbie-My Scene, Tosca-4711
and Deborah.
The Company’s sales organization includes a key account management team
that interacts with the major retail operators and a sales network that
services the small independent stores. With an experienced marketing
team and an intimate knowledge of the trade environment, the Consumer
Products Group is expanding its product portfolio and is emerging as a
significant player in the mass-market channel.
Distribution Agreements with:
• Interparfums: Lanvin
• Kanebo International
• ZIC Corp. (Shiseido Group) John Varvatos
• La Prairie Group: La Prairie Switzerland, Marlies Moller, Skin Biology
Therapy
• Mavive: Police, Pal Zileri
• Procter & Gamble Prestige Products: Hugo Boss, Valentino, Lacoste,
Dolce & Gabbana, Gucci, Escada, Montblanc, Dunhill, Rochas, Ghost, Puma
• Selective Beauty: Trussardi, Max Mara, Iceberg, Baldessarini, Benneton
• Zirh International: Zirh, Corduroy
• Deborah Italy: Deborah
• Laboratorios Byly: Perky
• Maurer & Wirtz: Tosca, 4711
• Puig: Barbie
Contact: cosmetics@gerolymatos.gr
