ICE Professional by Natura Siberica

2020: Natura Siberica enters the market of professional cosmetics under the ICE Professional brand

On November 17, 2020 it became known of entry of Natura Siberica company into the market of professional cosmetics. The company invests in this business in total $14.5 million (more than 1 billion rubles), including on research and development.

As the representative of Natura Siberica told Kommersant, products for beauty shops and hairdressing salons will be on sale under the ICE Professional by Natura Siberica brand, since December, 2020. It will appear in Russia and other CIS countries in assortment from the 61st position. The cost of one product will vary within 500-700 rubles.

Natura Siberica enters the market of professional cosmetics under the ICE Professional brand and invests in it 1 billion rubles

In the future Natura Siberica is going to release the second professional series — in a bonus segment, the founder of the company Andrey Trubnikov told. The brand is going to deliver this cosmetics to the EU, the USA, Brazil and the UAE. The planned cost in Russia — 1.5-2 thousand rubles for a commodity unit. Within the project Natura Siberica expects to start production of professional hair-dyes in Italy.

Market participants warn, an exit in a segment of professional cosmetics can be a difficult task because of its high competition and a fragmentirovannost.

Unlike retail networks beauty shops are the very fragmented market. The producer should agree in about tens of thousands of partners that it is much more difficult, than to rise with the products on a regiment in shop — the chief executive of Association of producers of perfumery, cosmetics, goods of household chemicals and hygiene Pyotr Bobrovsky said.

Get to beauty shops it can be not so simple. Hairdressers and cosmetologists quite hard change habits. They receive a commission on sales, at us it is 5–20%, and sell only what is pleasant to them, the founder of Monet and Beauty Point networks Alexander Glushkov told in a conversation with the edition.^[1]

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