The media channels are running at least one ad for body careproducts every day, with the coveted leader position "forcing"companies such as Unilever, Colgate-Palmolive, P&G or Henkel toinvest tens of thousand euros in promotion.
Nevertheless, the around 10% market decline, in the case ofpersonal hygiene products, is changing the rules of the game."Marketing is in the era of change, needing an ongoing optimisationof the mix between traditional and unconventional communicationchannels," say the representatives of Colgate-Palmolive, a companyowning Protex and Palmolive brands, among the five best-sellingsoap brands.
The best-selling soap is Protex (in volumes), but Dove is the brandthat manages to attract the biggest part of Romanians' budget whenit comes to personal care, according to a report by Nielsen marketresearch firm for 2009.
Thus, Colgate-Palmolive and Unilever, which holds the Dove brand,manage to attract sales of above 30m euros, according with ZFestimates, only with the three brands, on a market that in 2009reached 80m euros.
The market value shows that each Romanian spends around 15 RON (3.6euros) annually on soap, namely 1.2 RON per month, way belowneighbouring countries.
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