A new brand of Korean cosmetics. EVA expands the product range of its own brands

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In a few months, a new brand of decorative cosmetics from Korea will appear on the shelves of the largest chain of perfumes and cosmetics in Ukraine – EVA.

This year, LLC “RUSH” (which manages the EVA line of stores) will offer customers a record number – up to 80 items of gift offers for the holidays, and will also expand the range of beauty gadgets.

The network strengthened the portfolio of women’s hygiene products with pads with a natural coating, which is important for women who prefer products that are as natural as possible.

All these products are produced under the chain’s own brands, says Halyna Obodets, head of the EVA chain’s own brand department. “We are also working on expanding the assortment in other categories,” she adds.

Private label, which is products under own brands, takes a significant share in EVA sales. In 2022, in physical terms, it amounted to 30.6%, in monetary terms – 21.7%.

Private label products are present in almost all product categories, and after the beginning full-scale Russian invasion, their sales began to increase. Because the choice of buyers is now influenced by the price.

In addition, due to the lack of familiar brands, the client chose products from among the available ones, and thus could get acquainted with a brand new to him.

“However, conservative cosmetic categories felt the biggest push in sales. These are usually care products, such as hair and face products, including decorative cosmetics,” says Halyna Obodets.

Most of it, which is about 60% of the range of goods, is produced at enterprises in Poland, Italy, Turkey, China, France and other countries. The rest – at Ukrainian factories.

“After the start of the war, EVA, like the rest of the retailers, faced logistical difficulties. The primary task was to ensure stable supplies of goods, assess possible risks, find the right solutions and generally assess what the network’s portfolio will look like tomorrow,” adds Halyna Obodets.

“Before the war, we had more than 70 partners from Ukraine. In the first month after the start of the full-scale invasion, six or seven domestic manufacturers continued to ship products to us,” she adds.

Finding partners among national manufacturers was difficult. “But last year brought us probably the biggest increase in new contracts in recent years. 14 new manufacturers are cooperating with us. For several of them, the production of products under the retailer’s own brand is a new project,” says Halyna Obodets.

A number of European manufacturers almost did not change the terms of cooperation despite the current business risks. Although business deals with Ukrainian companies cannot be insured. However, partners do not refuse to work with EVA because of its good reputation and history of close relations.

EVA has high requirements for product quality. Therefore, each request begins with a technical task, drawn up in detail, taking into account specific physical, chemical parameters that can be measured in the laboratory, and important consumer properties.

“We introduced mandatory laboratory testing of tender samples at the stage of product development and the search for an alternative partner. Currently, this makes it possible to rely not only on commercial indicators and feedback from the target audience, but also on an indisputable operational laboratory assessment of quality indicators, when making decisions about cooperation.” – says Halyna Obodets.

The high quality of products under EVA’s own trademarks has been repeatedly emphasized by authoritative juries.

The chain traditionally participates in two of the world’s most important competitions for goods under its own trademarks – Vertex Awards and Private Label Manufactures Association International Salute to Excellence Awards.

In the first, the design is evaluated, and in the second – the actual projects. This year’s International Salute to Excellence Awards featured more than 500 projects, with two categories featuring winning products from EVA.

This is a 15 in 1 hair cream spray ABOUT hair Keratin smoothing and face cleansing balls ABOUT face Anti-Pollution. At this year’s Vertex Awards, Fabien Marche Alchimiste An02 unisex eau de parfum won silver in the BEAUTY category.

EVA is currently working on hundreds of samples of new products that will hit store shelves.

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