Constantin Tudorache, general manager of Sarantis Romania, one of the leading players on the cosmetics market, says he intends to focus on drugstore chains and on international networks of stores, which see a significant increase in sales. "Unfortunately, the retail of the selective cosmetics (luxury cosmetics) sector has not developed at the same pace as other channels of distribution. When the market share of luxury products increases within the cosmetics market, I expect new players to make their entrance on the local market," predicts Constantin Tudorache. However, the semi-selective cosmetic market is starting to pick up. Products sold in this category are priced in between mass and luxury cosmetics. Many semi-selective brands use celebrity endorsements to market their brand, such as Antonio Banderas, Christina Aguilera and Agata Ruiz de la Prada, who have all been used to market products in Sarantis' portfolio.
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