Carroten, a Greek brand that makes both tanning and sunscreen products, has become Georgian' favorite brand since marketing, sales and distribution company Libo Group began importing Carroten to the country in 2019.
Carroten has won the Golden Brand Award, the most influential business award in Georgia, in the category “favorite sunscreen and tanning” product.
Carroten was founded in Greece in the early 1980s using carrots as a source of inspiration, known for their vitamin content and special antioxidant properties. Noteworthy is provitamin A, which strengthens the skin's immune system and protects against ultraviolet radiation.
The carrot-based composition of Carroten has been associated with safe and natural tanning for 40 years, maintaining the health and beauty of their customers' skin.
Carroten has become a reliable consumer brand since its inception first in its native Greece and then on the international market, including in Georgia, where the brand is represented by a variety of products.
Eka Maghlaperidze, head of the marketing department at Libo Group, reviews Carroten's success in Georgia in this interview with Golden Brand.
Q. In a market saturated with various sunscreen and tanning products, Carroten managed to win the hearts of Georgian customers. How did the brand achieve this, in your opinion?
A. The value of the brand is its reliability, modernity, fun, innovation and experience. These values and high quality have become the key to Carroten's success.
Since 2019 Carroten's products have been distributed both in pharmacy chains and elsewhere, especially in coastal regions of Georgia, where the demand for such products is higher.
Carroten has developed every year, expanding its portfolio and pampering customers with innovative products. We have conducted many interesting marketing campaigns during these years, and right now we are preparing for the summer season, and we promise many innovations to our customers in 2023.
Q. Protecting our skins from the sun has become trendy and influencers are promoting products on social networks. Please tell us what the outstanding characteristics of Carroten products are.
A. Although industry experts have reviewed skin care topics extensively, I believe that getting more education and raising awareness about the harmful effects of overexposure to sunlight are needed.
As you know, the consequences of sunburn are very common in summer, which means that we do not follow basic rules about this. It must be remembered that a healthy tan and quality sunscreens are inseparable concepts, since sunscreens protect the skin from the harmful effects of ultraviolet rays. Also, getting a tan should be done gradually and not all at once — which is the most stressful for the skin and causes burns.
We are proud of Carroten products for a number of reasons. First, I would like to mention that it has 40 years of history and experience in sun protection and tanning. We are in full compliance with EU recommendations on sun protection products. We offer a four-level enhanced protection system (UVB+UVA+VL+IRA), which resists a wide range of sunlight and protects the skin from premature ageing and other damages.
Carroten sunscreens not only protect the skin from ultraviolet UVB and UVA rays, but also from infrared (IRA) and visible sunlight (VL), which sets it apart from other products. The products consist of moisturising agents that improve the skin's ability to defend against sunlight and maintain optimal moisture levels.
Carroten products include sun protection, tanning and combination products, as well as a line for kids, which is enriched with beta-glucan, helping children's skin develop immunity against external harmful factors, and with pro-vitamin D to improve its ability to defend against UV radiation.
The products of the kids’ line maintain the optimal moisture level of their delicate skin. In terms of sun protection technology, as in the adult line, there is a four-level enhanced protection system (UVB+UVA+VL*+IRA*), which protects the skin from premature ageing and other damages.
Q. Where can customers buy Carroten products?
A. Carroten sunscreens can be purchased at pharmacy chains, supermarkets, and other small retailers. They can also buy our products at an online store, canshop.ge, created by Libo Group for offering convenient shopping to customers.
Currently, Carroten offers sixteen products on the Georgian market, the most popular being intensive tanning oils with spf 0 and spf 6, which accelerate the tanning process and help achieve a deep, golden tan from the sun's rays with a fairly low protection factor (spf 6). This clearly shows that Georgian people prefer getting a tan than maximum protection from the sun's rays. Having the best interests of our customers in mind, I hope that in the future Carroten products with higher sun protection factors, spf 20 or even spf 30, will become more in demand.
Q. How do you plan to make Carroten even more popular in Georgia?
A. The brand is currently quite popular in the Georgian market. Consumers show a lot of interest in the brand and this can be seen by their activity on the official Facebook page of the brand, asking a lot of questions and being interested in product features.
In order to increase promotion of our brand, we are planning interesting offers that will be tailored to the customers as much as possible, advertising campaigns, incentive contests on our social networks and on TV, as well as collaboration with influencers. So, I encourage our customers to join us and spend summer days carefree with Carroten.
Q. What is Carroten's market share in Georgia currently?
A. Carroten currently holds 35% of the market in the sun protection product category, and sales statistics show a clear upward trend.
Last year was quite successful for the brand, with a 65% increase in sales, which is truly an extraordinary leap in the brand's success. Also, in 2022 our market share increased and due to the increased sales rate, the share of product placement in online or traditional channels also increased compared to competitors, which allowed us to place a wide range of products even more attractively in stores.
Last year we also expanded our product range and introduced things that have not been on the Georgian market before, such as dry oil in the form of a spray, which is vegan, does not stick to sand, has a dry effect and is highly resistant to water. We also introduced a dry aerosol sunscreen and a facial water spray. Customers have given very good feedback on these new products.
Q. Georgian customers have named Carroten their favorite brand this year. What brought Carroten this recognition in your opinion?
A. I think the success of Carroten is primarily due to its high quality. As I've mentioned, it is in full compliance with EU recommendations on sun protection products and is made with the highest level of technology.
Also, the marketing and PR activities that we have carried out over the years are very important: appearing on TV shows, campaigns in social networks and magazines, collaboration with influencers, etc.
We always plan marketing activities with the principle of emphasizing the main values of the brand, such as reliability, modernity, fun, innovation and impression.
Regarding the success of the brand, I cannot fail to mention the great contribution of our employees, actively involved in the development of the brand in the Georgian market together with foreign partners. Without the professionalism and selfless efforts of our employees, the brand would not have achieved such success.Read more
Avon Cosmetics, a global beauty and personal care company, has reached a significant milestone of operations in Georgia, celebrating 15 years in the country as a leading brand in Georgia’s cosmetics industry.
Avon has successfully expanded its product line in Georgia, offering a wide range of makeup, skincare, fragrance and personal care products. The company has also maintained its commitment to empowering women through its direct selling business model, which has created employment opportunities for many Georgian women.
Over the years, Avon has adapted its marketing strategies to meet the changing needs and preferences of Georgian consumers and utilized a combination of traditional and digital marketing channels to reach its target audience and increase brand awareness.
Avon has been actively involved globally and locally in corporate social responsibility initiatives, supporting various causes such as breast cancer awareness, domestic violence prevention and women's empowerment.
Director of the company Ana Tskhadadze summarized Avon’s recent development on the Georgian market in an interview with Golden Brand.
Q. Tell us about the event that took place at the Sheraton Grand Tbilisi Metechi Palace to celebrate Avon’s anniversary.
A. The national sales conference was a highlight of the year, bringing together employees, brand ambassadors and representatives from across Georgia for a day of celebration and networking held at a luxurious hotel Sheraton Metechi Palace in Tbilisi. It was a grand celebration of our achievements over the past 15 years and highlighted our commitment to excellence and innovation. The conference featured keynote speeches, 2022 reports, and interactive sessions focused on various aspects of our business operations including marketing, sales, customer service, supply chain, and corporate social responsibility.
The event culminated in an awards ceremony, recognizing top-performing representatives and celebrating the collective achievements of the Avon Georgia community. The event was a resounding success, inspiring and empowering representatives to take their businesses to the next level and continue driving the growth and success of the Avon brand.
Q. Avon announced at the conference a new charity project with the United Nations Population Fund to help women and children who are victims of domestic violence. Can you share more details about this project?
A. At the conference together with UNFPA we announced a new campaign which aims to raise awareness of the issue of domestic violence and to provide support to victims in need. As a means of cause-related marketing, we have put cosmetic products and accessories specially produced for charity purposes on sale, and the proceeds from the sale are transferred to the charity fund and used for the purposes envisioned by the project. Throughout the year we have been working together with UNFPA to raise funds in order to provide various needs to shelter residents, such as reproductive health, psychological support, household items, etc.
As part of an annual global campaign “16 days of Activism” we plan to organize additional series of events and activities to increase social mobilization around the issue and raise target funds for the cause.
Q.Why did you choose to help women and children affected by domestic violence? How did you distinguish this problem from many others?
A. Avon's commitment to domestic violence is rooted in our long-standing dedication to empowering women and promoting gender equality. We recognise that domestic violence is a pervasive issue affecting thousands of women and that it is a critical barrier to women's empowerment and well-being.
Through our CSR initiatives, we seek to support and empower women and to create a world where they can thrive and reach their full potential. By focusing on domestic violence, Avon is able to address a key challenge facing women in many of the communities where it operates, and to provide vital support to those who are most in need. Domestic violence is a highly sensitive and emotionally charged issue and by working with partners such as the UN Population Fund, we are able to tap into a network of like-minded organisations and individuals who share its commitment to gender equality and social justice.
Q. Let's talk about steps taken against breast cancer — how was 2022 for Avon in this regard?
A. Avon has a long-standing commitment to breast cancer awareness and support, which is reflected in its Breast Cancer Promise program. Since 2013, when the fund was established in Georgia, we have made significant progress towards our goals of raising awareness, promoting early detection and supporting patients in psycho-social rehabilitation. Together with Europa Dona Georgia we created “Pink Space”, where we served more than 4000 patients and provided breast cancer screening for over 2000 women. Avon’s achievements in Breast Cancer Promise in 2022 demonstrated our ongoing commitment to this critical issue. Through its fundraising initiatives, Avon Georgia is helping raise awareness, promote early detection and provide information, bringing hope and support to those affected by breast cancer.
Q. What are your plans for the company's development in the future and also in terms of introducing new products?
A. At Avon we believe in creating high-quality cosmetics that meet the needs of our customers while also promoting sustainability, transparency, and ethical sourcing practices. To this end, we are focused on increasing the ratio of products we manufacture in Europe, leveraging the region's strong heritage in cosmetics and commitment to environmental and social responsibility.
Our plans for future years also include introducing new formulas while maintaining our cult & hero products. These products are already beloved by loyal customers and we understand that they play a crucial role in their beauty routines. By striking a balance between introducing exciting new products and retaining our most popular products we aim to continue to meet the changing needs and preferences of our customers while building upon their established reputation and success.
In March we launched the latest innovation in lip color, the Hydramatic Matte Lipstick with Hyaluronic Core. This provides long-lasting color with a smooth, velvety matte finish while hydrating and plumping lips with a hyaluronic acid-infused core. In May we introduced another innovation in skincare — Anew Renewal Power Eye Cream which is designed to target the delicate skin around the eyes. The innovative formula contains Avon’s patented Tri-Elastinex technology, which is proven to boost elastin production and improve skin’s elasticity. So, our labs have been hard at work developing innovative new products to help customers look and feel their best this summer.
Q. You have become a Golden Brand winner for the fifth time now. How do you manage to maintain this award year after year?
A. Winning the Golden Brand Award for five consecutive years suggests that we have a strong brand image and reputation in the market, which is thanks to our great team and communities uniting over 20,000 women across the country. We have a strong and consistent approach to delivering high-quality products at irresistible value and services that meet the needs of our customers. This also includes innovative marketing strategies, new product formulations, and new delivery methods.
Georgia’s leading company in the outdoor advertising market, Alma, is continuing to help businesses in the country reach a large audience, increase brand awareness, and establish credibility with customers through innovative approaches and solutions.
Over 28 years of operation, Alma has managed to capture 90% of the outdoor advertising market.
“Alma has the exclusive right to advertise in Tbilisi and Batumi airports, and on public transport (metro stations, buses and bus stops). Alma was the first company to install bus stops throughout Georgia. We have introduced a lot of innovations to the outdoor advertising industry in the country. Alma’s portfolio includes over 5,000 advertising panels so far,” Chief Executive Officer of the company Giorgi Trapaidze said.
Alma offers complete solutions for any outdoor advertising campaign, starting with research on various outdoor advertising products in the area of the customer’s interest, including a detailed analysis of location, visibility, exposure level and cost.
The printing machines at Alma’s print house allow for high-quality printing on banners, mesh banners, polyposters, tape, photo paper, any flat, hard surface, paper, canvas, wallpaper, mesh stickers, stickers, floor stickers, and other surfaces or areas.
Thanks to the company’s success in 2022, Alma has won the most influential business award in Georgia, the Golden Brand, again this year.
Q. Alma has won the Golden Brand award again. How has the company maintained the title of Georgian customers’ favorite advertising company?
A. Alma's success and sustainable development is largely due to our team of highly competent people and the attitude that exists in our company. The Golden Brand award is proof that we are developing in the right direction and that our projects serve the interests of our customers.
Q. The company says that the Golden Brand award increases awareness of Alma in the local and international market. Tell us what plans you have for the international market and how Golden Brand could help.
A. Outdoor advertising is much more in-demand in the international market than in Georgia. Every year we attend the Annual World Out of Home Congress, where we have the opportunity to meet and talk with companies that operate in other countries, including the outdoor advertising giants JCDecaux, Clear Channel and others. They share their experience with us, and we talk about Georgia. Each of our successes in Georgia better presents us to our foreign partners, and naturally this victory in the Golden Brand awards contributes to this process.
Q. There is a diversity of companies represented on advertising banners in metro stations. The number of Alma’s clients has probably increased. Share with us the statistics, please.
A. There was a crisis in the advertising industry and in other sectors in 2020 and 2021, for obvious reasons. Because the metro stations were frequently closed due to the pandemic circumstances, this hurt us a lot.
Although the pandemic was stabilizing in 2021, clients still felt that there was a theoretical chance that the stations would be closed again, thus preferring to run campaigns in the city rather than underground.
As the situation stabilized, our team made a lot of effort to rekindle customer interest in this medium. In the end, with the passing of the pandemic, the demand for the metro increased significantly. Compared to 2021, in 2022 there was three times more advertising activity, which included both one-time campaigns and full-year contracts.
Metro advertising medium is one of the most powerful in our diverse portfolio, as 40% of Tbilisi residents use this means of transport practically every day, so advertising campaigns carried out here in most cases exceed expectations.
In today's outdoor advertising market, metro's share is 15%, but considering the trends we assume that it will be at least 25% in 2023-2024.
Q. One of your clients saw customers increase by 200% after an advertising campaign in the metro. Why does metro advertising work so well?
A. Closed space, delay time, more than 500,000 trips per day — this is an incomplete list of reasons that practically guarantee the success of advertising placement in the metro.
Indeed, shipping company Maleo, which was placed in outdoor advertising only in the metro, really achieved a 200% increase in customers in two months; although to be honest, this is only one example from the many successful campaigns that were done in the metro.
It is, in fact, difficult to think of a company that at least once placed visuals in the Tbilisi metro and was not satisfied with the result.
Q. Alma's innovative promotional offer has impressed passengers and customers. I mean lenticular banners, through which different visuals can be seen from different angles. What was the result of this advertisement?
A. Lenticular banners were another innovative product that Alma offered to customers. As you know, Alma is famous for its innovative approaches and solutions in the Georgian outdoor advertising industry. We follow outdoor advertising trends of developed countries, and try to introduce these innovations in our country.
One of such projects was lenticular advertising, which is a static advertising page. Dynamic, transitioning visuals attract people's attention five times more, so the effect is much greater.
This time we used lenticular banners on escalators in metro stations. We are working to distribute this product in other media (presenting a number of technical difficulties).
And we have many more interesting and important projects ahead.
Q. In general, how often do the customers benefit from the services of Alma designers?
A. Design services are one of Alma's services, although not the leading one. This is more of a support for our customers who cannot get such a service with internal resources. We often share our views on what type of content will work best in a particular advertising direction, and we're happy to share our knowledge based on our years of experience.