The next edition of the world's largest cosmetics fair - WeCosmoprof - will be held in October. Due to the coronavirus pandemic, the event will be held virtually. The Ministry of Economic Development finances and coordinates activities aimed at comprehensive presentation of the beauty industry during the event. The previous edition of the trade exposition held June (only virtually) was a great success with 3 thousand exhibitors and over 40 thousand merchants. Poland was represented by 180 companies, which ranked us fifth among all exhibitors. Polish brands will be able to present and promote their products internationally, and at the same time strengthen trade relations with buyers and establish new contacts.

Good condition

The latest data indicates that despite the pandemic, the export of cosmetics from Poland continues to grow. According to the data of the Central Statistical Office (GUS) the international sale of products from this industry increased by 6% between January-July 2020. The experts stress that the industry has quickly reacted to market changes and has taken advantage of new export opportunities, significantly increasing supplies to difficult markets, which previously had not been as accessible. Exports to Sweden and Denmark, for instance, increased by 16%, and to Switzerland by over 80%. It is also worth noting the industry's success in exporting to Kazakhstan, where its value increased 10 times in comparison to just a year prior. Poland's trade surplus increased from PLN 12.2 billion in 2008 to over PLN 7.3 billion in 2019. The export of cosmetics in that period increased from PLN 5.8 billion in 2008 to almost PLN 17 billion in 2019. Estimates show that there are nearly 400 producers in the industry, and the entire sector provides jobs for over 40 thousand employees. According to the data published by the Central Statistical Office, Polish products are exported to over 175 countries, and the value of export between 2009-2019 grew on average by 9% per year.

Opportunity for new markets

Participation in the WeCosmoprof trade fair is an excellent opportunity to increase the number of orders and establish new business relationships. That is why the Ministry of Economic Development strongly encourages Polish producers to participate in the event. The company Berm handles the organisational matters and tries to provide Poland with the widest possible promotional package: a dedicated website, profiles on social networking sites, product catalogue, newsletter addressed to 40 thousand potential buyers, a number of advertising activities and additional events such as road shows, webinars, conferences, streaming. Marketing activities are coordinated on an ongoing basis with experts and the Polish Union of Cosmetics Industry.

Growth potential also in Poland

According to the data of the European cosmetic industry association Cosmetics Europe, the amount of expenditures on cosmetics in Poland in 2018 amounted to an average of 100 euro per capita, with the EU average of 127 euro. The highest averages were achieved in Norway (229 euro/person), Switzerland (220 euro/person) and Sweden (194 euro/person), while the lowest in Bulgaria (58 euro/person).