Cosmetics have been sold within the Help Net network ever since its establishment, and could contribute over 13 million euros to Help Net's turnover this year, estimated at 68 million euros. Later, as traditional retail networks, which include Help Net and other drugstore networks began to become more specialised, they have started to include dermocosmetics in their offer. "We chose the concept of open drugstore, and this type of products has been introduced in drugstores ever since the very start. At the time, we used to sell mass cosmetics, such as L'Or?al and Nivea, and luxury products, such as Lierac. In the meantime, the market has evolved, with mass cosmetics being predominantly sold in supermarkets and hypermarkets, luxury cosmetics in perfume shops, while drugstores sell dermocosmetics," said Isabelle Iacob, general manager of Help Net. Dermocosmetics sales in Romania are estimated at 24 million euros this year, a 20% growth rate against 2007. "In European countries, dermocosmetics are not a niche product, they have witnessed spectacular growth from one year to the next, and clients have turned towards natural products, chosen due to their effective properties (free of fragrance, preservatives and artificial colouring), rather than for promotional reasons," added Isabelle Iacob.
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