Romanian cosmetic producer Farmec, increased business revenues in S1 2020

Cristina Blanaru Business, e-Commerce, Marketing

Farmec, the biggest Romanian cosmetics producer, has its business on an ascending trend in the first half of the year, up 7% compared to the same period in 2019.

The actual context, that projected us all in another reality we had to get used to, imposed new responsibilities and challenges to businesses in all areas. Farmec adapted fast to the demands of the market, organizing its resources and involving all its specialists in this extensive process. Like this, we adapted the production lines, prioritizing disinfectants for hands and surfaces, cleaning products and anti-bacterial soaps, having in the same time a special preoccupation for the safety of the employees and for insuring the quality services we got our clients used to. All those decisions are reflecting in the increase posted during the first semester, despite the difficulties and many unknown factors we all faced

Mircea Turdean,

General Manager Farmec

The evolution of the business was supported on most sales channels, but the one that performed the best is e-commerce, that posted an 105% increase in sales generated via www.farmec.ro, compared to the same period last year. The average monthly unique visitors increased to over quarter million people, most accessing it via their mobile phones, up 59% compared to 2019. At the beginning of the pandemic, in March – May, the traffic on the website doubled. The average basked value maintained to last year’s level.

When it comes of payments, Farmec makes available safe and secure payments, which lead to an 100% increase of card payments. In the first six months, the number of card payments doubled and got to represent 42% from the total of orders on the website.

The most appreciated product ranges on all sales channels were Farmec, Nufăr, Triumf, Gerovital Evolution, Gerovital Tratament Expert, Gerovital Sun, Gerovital H3, Gerovital Men, Aslavital and Gerovital Equilibrium.

When it comes of sold products in the first six months, Romanians chose mostly products for day -to-day needs, like cleaning products, disinfectants, soaps, cosmetic care products (hand cream and hyaluronic acid ampules). The home cleaning category went up 17% in sales compared to the same period in 2019.

Farmec S.A. Cluj-Napoca is the biggest cosmetics producer with 100% Romanian capital and remains an emblematic brand for Romania. Company’s portfolio includes modern products, conceived in performant labs. The company has international GMP certification and sales its products in 30 countries.