After securing a 15% increase in market share in 2024, Carroten, a Greek brand of tanning and sunscreen products present on the Georgian market since 2019, is preparing for the summer season with ambitious plans — dynamic marketing campaigns in partnership with popular Georgian influencers, and sponsoring television programs to boost brand visibility.
Eka Maghlaperidze, head of marketing at Libo Group, a marketing, sales and distribution company that handles Carroten in Georgia, told Golden Brand that the brand had notably increased its range of facial sunscreens in response to consumer demand, promoting year-round use.
The carrot-based composition of Carroten has been associated with safe and natural tanning for 44 years, maintaining the health and beauty of their customers’ skin on the international market, including Georgia.
Q. Please summarize the key events of 2024 and share your plans for this year.
A. The past year has been quite successful for our brand. Notably, in 2024 our market share increased by 15%. This growth in sales has led to a higher share of product placement in both online and traditional channels compared to our competitors. As a result, we are able to present a wider range of products in stores in a more appealing way. Our products are now available in all online and traditional retail outlets across the country, ensuring that we are as accessible as possible to consumers.
In 2024 we also expanded our product range, particularly by adding several items to our children’s line. It is especially important to protect children’s delicate skin from the harmful effects of sunlight. Additionally, we have introduced products specifically designed for sensitive skin to minimize the risk of allergic reactions while providing a high level of protection against harmful UV rays.
In particular, we expanded our selection of facial sunscreens because we believe their use is essential year-round, regardless of season or weather. Our sunscreens offer deep hydration and skin elasticity, along with antioxidant properties. They help reduce and prevent the formation of fine lines, wrinkles, and age spots that can result from sun exposure.
We are actively preparing for the 2025 summer season. Our plans for 2025 include launching strong and effective marketing campaigns and collaborating with Georgian influencers. The brand will also participate as a sponsor in television shows. We are also planning an information campaign to raise public awareness about the harmful effects of sunlight.
For Libo Group, it is vital to ensure the uninterrupted supply of a diverse range of products through modern logistics technologies. We strive to help our customers out with discounts and gift sets while fostering long-term, mutually beneficial partnerships with our partner companies.
Q. You said that plans for 2025 include launching “strong and effective” marketing campaigns and collaborating with Georgian influencers. Can you share what offers are in the works, and how influencers will be integrated into Carroten’s marketing strategy?
A. During the summer consumer demand for Carroten products is especially high. To enhance customer loyalty, we plan to undertake a variety of activities. These will include special offers and discounts, social media contests, summer events, and information campaigns featuring skin care tips from leading dermatologists. With these strategies, we intend not only to attract new customers but also to retain our existing base and foster long-term relationships.
Influencers play a crucial role in Carroten’s marketing strategy, especially during the summer season when demand for sunscreen rises. Their influence enables the brand to reach a wider audience and build consumer trust.
When selecting influencers, we carefully consider several key factors. First, we assess the relevance of the influencer’s audience to Carroten’s target demographic, which includes individuals with sensitive skin, travelers, and young people who prioritize skin health. Next, we focus more on the level of engagement than the sheer number of followers, evaluating how active their audience is through likes, comments, and shares.
Authenticity and reputation are vital; we partner with influencers who provide genuine recommendations and are respected by their followers. And we collaborate with influencers who specialize in beauty, wellness, travel, and lifestyle content. By taking these factors into account, we create effective partnerships that truly resonate with our audience.
Q. As a global brand, how does Carroten adapt its products and messages to different cultures and markets, specifically in Georgia?
A. To effectively meet the needs of specific regions, Carroten tailors its products and communication messages to align with various cultures and markets. In Georgia, as in other countries, the brand pays close attention to local culture, unique consumer demands, and environmental factors. Given that the sun’s rays can be quite intense during summer in Georgia, we prioritize introducing and promoting products that provide effective protection against UV radiation. Carroten’s marketing strategy consistently takes cultural and socio-economic factors into account. As consumer awareness in Georgia grows, so does demand for high-quality, natural, and environmentally friendly products, which our brand successfully provides.
Q. How has the brand succeeded in staying at the forefront of today’s rapidly changing market?
A. The success of any product hinges on its quality, and Carroten exemplifies this principle through its high standards and innovative production technologies. The brand is also recognized for its extensive distribution network within the Georgian market. Carroten emphasizes strong collaboration with local retail chains, ensuring maximum product availability and accessibility for consumers.
Our marketing and PR efforts over the years have played a significant role in boosting Carroten’s popularity. We have engaged in various activities, including appearances on television shows, active campaigns on social media and in magazines, and collaborations with influencers.
We plan our marketing activities with the core values of the brand in mind: reliability, modernity, fun, innovation, and impression. These efforts contribute to Carroten’s positioning as a leading brand in sun protection products in Georgia.
Q. Let’s reintroduce Carroten to our readers who may not know about the brand’s beneficial properties.
A. Carroten is a Greek brand with a 42-year history in the international market, offering a diverse range of sunscreens. The brand is inspired by the carrot, celebrated for its antioxidant properties and effectiveness in promoting tanning. Carroten values reliability, modernity, fun, innovation, and experience. These principles, along with high quality, have contributed to the brand’s success in the Georgian market.
It’s important to note that Carroten products fully comply with EU recommendations on sunscreens. They feature a four-level enhanced protection system (UVB, UVA, VL, and IRA) that guards against a broad spectrum of solar radiation, helping to prevent premature aging and other skin damage. Carroten sunscreens protect not only against ultraviolet UVB and UVA rays but also infrared (IRA) and visible light (VL), which sets them apart from other products.
Our sunscreens are formulated with advanced technology and enriched with moisturizing agents that enhance the skin’s defense against sunlight while maintaining optimal moisture levels. Carroten offers a wide variety of products, including sun protection, tanning solutions, combination products, and a special line for children.
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