Results of GfK Polonia survey of the cosmetics industry

The five largest firms, Nivea (Pollena Lechia), L'Oreal, Benckiser, Cussons and Oriflame, claim 75% of the market with annual retail sales of zl. 200-250 million each. The latest survey, conducted by market research firm GfK Polonia, showed Nivea was recognized by 90% of respondents, followed by Pollena Uroda, L'Oreal and Margaret Astor. The most common product purchased, besides shampoo, was face cream, by Nivea, Eris or Soraya, followed by deodorants, lipstick, and mascara. The two direct sales firms are Avon and Oriflame, the latter claiming 10-12% of the domestic market with sales worth zl. 210 million last year. (Prawo i Gospodarka, pages 1,3)