The FINANCIAL — From 1-7 April, and then for the first week of every month, PSP Pharmacy chain is inviting customers to come to its ‘French Cosmetics Days’.
The campaign includes special discounts on French cosmetics, free make-up procedures, diagnostics for the skin and other surprises. PSP Pharmacy chain, which is already an exclusive representative of more than ten French world-popular brands, promises to increase this portfolio in the future. While Georgians remain more prone to quality rather than price, the country seems quite optimistic about the French brand import.
“For more than 20 years PSP has been taking care of Georgians’ health and beauty. We always offer innovations in order to provide maximum comfort to our customers. PSP is the exclusive representative of more than ten French cosmetic brands. The high popularity of these brands abroad is the main criteria when deciding to bring them to the Georgian market,” Gocha Gogilashvili, Director at PSP Group, told The FINANCIAL.
“Previously Georgians used to ship these products from abroad as they had no access to them locally. Currently they have the comfort of being able to buy all these brands with the same quality at the branches of PSP. This campaign is to continue permanently. From the first week of every month Georgians will enjoy the benefits of French Cosmetics Days at PSP. Besides discounts, during the first seven days of each month, Georgians will be offered special consultations, for example: skin-testing procedures, free make-up and more,” said Gogilashvili.
Renaud Salins, Ambassador of France to Georgia, attended the opening ceremony of French Cosmetics Days at PSP. “The growing participation of France in the Georgian economy encourages trade development between the two countries. We are glad to hear that PSP is associated with French cosmetics,” said Salins.
According to Gogilashvili, PSP is in the process of attracting more popular French cosmetic brands, in order to increase the list of its products. “The number of French cosmetic brands at PSP will be increasing monthly,” he said.
PSP is an exclusive representative of Vichy, Bioderma, Caudalie, La Roche-Posay, Uriage, Le Petit Olivier and others.
“PSP is mostly offering treatment line cosmetics. In every country consumers prefer to purchase them at pharmaceutical stores rather than in perfume chains. Contrary to decorative cosmetics, treatment cosmetics require better qualified consultations. All this is well-provided in our chains. Our staff members receive a full package of qualified training from every brand that we offer. These companies never start dealing with sellers without training. The policy of the producer companies of treatment cosmetics is selling them in pharmaceutical stores. Accordingly, I highly recommend that everyone follows this suggestion,” said Gogilashvili.
The French brands presented at PSP offer lines for male customers as well. As Gogilashvili said, Georgian men are less active in taking care of their appearance. “However, we are witnessing a positive change in this trend and observing more men taking care of their appearance.”
“Cosmetics are already an old tradition in France. Cosmetics and perfume is a way of life for French people. So, it is the long history of tradition and the way of living that make French cosmetics so special globally,” said Ludovic Girod, Experto, Consulting and Marketing Research.
“French cosmetics make up 17% of all exports of cosmetics in the world. They are followed by the U.S. with 9%, Germany with 5%, and Italy. Even China is the tenth exporter due to its image. I cannot provide exact figures but the volume of French cosmetics in Georgia has been increasing from 2013 to 2014. From the global outlook, Georgia is a small market, but the segment of French cosmetics is growing. Georgian consumers are focused on quality rather than price. So, French brands have big potential here. Georgians have the same taste as the French and Italians,” Girod told The FINANCIAL.
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