The FINANCIAL — Most of the people interviewed by The FINANCIAL named Ariel and Tide as the most popular powder detergent brands on the market, whilst Colgate and Blendamed lead among the most popular toothpaste brands used by Georgian consumers. Most of the women interviewed said that L’Oreal and Garnier are the most popular shampoo product brands in Georgia.
“I am very content with L’Oreal shampoos and their quality. I have been using L’Oreal brand shampoos for years already. The cost of L’Oreal shampoos is not that high considering the really good affect it has on one’s hair. Out of powder detergents I prefer to buy Ariel and Tide, though I haven’t even tried any other powder detergents yet,” said Marika Bakhtadze, 22.
“Colgate and Blendamed are the most popular toothpaste brands with my family. Of course their quality is not the absolute best, but these toothpaste brands are the most acceptable for me, the same as for many of my friends’ families. Out of powder detergent brands my mother prefers to buy Ariel,” said George Gabunia, 25.
The majority of hygiene products sold in Georgia are imported from Ukraine, Bulgaria, France, Turkey and Russia. According to Madona Koidze, Chairperson of the Consumers Federation of Georgia, the number of different types of allergies among consumers has significantly increased due to low quality hygiene and cosmetic products available on the market. As most of the consumers interviewed by The FINANCIAL said, powder detergents and shampoos are among the most risky products for them out of cosmetic and housekeeping products.
“In general there is a lack of any kind of control on shampoos, soaps, toothpastes and different powder detergent. Many people actually prefer to buy low price everyday products, for example low priced powder detergents. The number of different allergies caused by low quality products that come in contact with a consumer’s body and skin today has significantly increased,” Koidze said.
“On the Georgian cosmetics market there are two main price segments that are selling well,” said Levan Lomtadze, Marketing Manager of one of the cosmetic selling companies in Georgia.
“These are low and high ones. Of course the greatest percentage falls within low price products. The main reason for this is the economic situation. Over the last year there’s been an even higher tendency for customers to switch to cheaper options,” said Levan Lomtadze.
“Most products like shampoos, powder detergent, soaps and toothpastes are imported from Ukraine, Bulgaria, France, Turkey and Russia. Our company is selling baby shampoos, hair dye, hair sprays, hand creams and shampoos which we import from Bulgaria and Russia,” Lomtadze noted.
As most of the interviewed consumers said, the quality of imported cosmetic products from different countries to Georgia is not satisfying for them.
“I am quite embarrassed about the Georgian hygiene and cosmetic products market. There is no shampoo of truly high quality in Georgia meaning I have to order them from abroad. powder detergent are even worse nowadays than they were before,” said Eka Barbakadze, 24.
“Some of the powder detergents that I have bought in different shops and chains in Georgia have an awful smell. I don’t buy any of the Turkish soap bars that can be found on the local market but prefer to buy imported Russian soap instead which is of better quality and am sure won’t provoke any kind of allergy or skin disease,” Salome Gujabidze, 30, told The FINANCIAL.
“Many famous brand products like L’Oreal or Yves Saint Laurent are fakes and consumers are mistaken while buying them. As consumers are the main sources of information for the Consumers Federation of Georgia, complaints about low quality hygiene and cosmetic products have significantly decreased,” Koidze said.
As Levan Lomtadze says, the 3 best selling products from their company’s assortments are hair dyes, hair sprays and baby shampoos.
“Our hair dyes are in the lowest price segment and cost from 3 to 3.5 GEL. They sell well in the regions of Georgia because of their low price. Baby shampoos are selling well too and cost round 2.5 GEL for a 250 ml bottle and 1.3 GEL for a 170 ml bottle,” Lomtadze said.
“We have 3 categories of hair sprays which fall in the low, medium and high price segments. Our best selling are the low price ones. The high price hair sprays that are sold on the market are mainly those of well known brands such as Schwarzkopf’s Taft and Wella hair care products from Procter & Gamble (P&G). Also Schwarzkopf’s Professional range which is mainly bought by Beauty Salons,” Lomtadze said.
According to Natia Khabeishvili, PR Manager of PSP, one of the largest pharmacy and beauty companies, France, Poland, the Czech Republic, Israel, Italy, Turkey and Germany are the main importers of hygiene products to their chains.
“We have quite a large assortment of products at PSP, which is easily accessible for low, medium and premium class consumers. For example we import the following brands: Vichy (France), Roc (France), Gaia (Poland), La-Roche (France), Nolen (German Children products), and Alix (Turkey),” Khabeishvili said.
According to the Radisson Blu Iveria Hotel, all the shampoos, soaps and hand creams at the hotel are represented by Anne Semonin, the luxury French brand. The Tbilisi Marriott and Courtyard by Marriott’s hygiene products like soaps and shampoos are made under the brand name Marriott, specially prepared for Marriott hotels. And in its presidential rooms Bvlgari brand cosmetic and hygiene products are available.