Magazine: Special cosmetics

In the good old days cosmetics were made from natural ingredients. Later with the development of the market economy the composition of cosmetic products changed.

Zsolt Kajtár, owner and managing director of Yamuna Kft. told Trade magazine that they return to using natural ingredients too, but compromises have to be made when innovating. Consumers of our days are using many cosmetic products. Szilvia Papp, brand manager of Target Sales Group Kft. thinks that nowadays conscious consumers expect cosmetics to be free from artificial ingredients. Réka Kelen, marketing and sales manager of Dr.Kelen stressed the importance of honesty: despite that authorities strictly control ingredients used in beauty products and ban harmful ones, there are always people who produce allergic reactions to some of them, so consumes must be informed in detail about product components and effects. The labels on cosmetic products rarely reveal how much of the ‘advertised’ ingredient they contain. Consumers don’t have the means to check whether they have enough of it or just a little so that it can be written on the label. Yamuna’s experience is that more and more consumers have some kind of skin problem and they are forced to change their skin care habits. The company is happy to see that a growing number of young consumers discover their products. In the spring when people start wearing less clothing, demand increases for body shaping products. Warm summer weather affects sunscreen and foot care product sales. With its special ‘problem solving’ products Dr.Kelen offers a natural solution to many problems. Yamuna’s story started with five types of soap back in 2002. Today they offer more than 350 different beauty products for basically every part of the human body. This year they are returning to their roots and pay special attention to developing new soaps. They also intend to develop a new facial care and anti-wrinkle product line, using natural ingredients only. In 2014 Target Sales Group put the very successful Inecto Pure Coconut product line on the market – these cosmetics are made with 100-percent genuine coconut oil. In the second half of 2015 Inecto Pure Coconut products will get a new design and their name will be shortened to Inecto. Product composition won’t change: 98 percent of ingredients are of natural origin. In the Dr.Kelen portfolio we find several sun protection products. One of this summer’s biggest novelties will be new-generation SunSave F25 NaturA sun spray. Target Sales Group Kft. launches its latest innovative product this spring: P20 is a sun protection product family characterised by unique advantages. Products in the P20 range are available in DM stores form mid-April, with 4 different sun protection factor numbers. This year Dr.Kelen puts bigger emphasis on the online channel in its communication strategy, but outdoor campaigns will also be implemented. They primarily try to reach women as they are the main cosmetics buyers. The company also relies on word of mouth marketing methods. Yamuna wishes to do a campaign that is really special this year. They are also aware of the importance of word of mouth marketing and of certain websites such as Krémmánia. The company’s own online shop is very efficient in sales. They will advertise in women’s magazines and on women’s websites too.