The Bulgarian cosmetics producer Solvex steps on the Russian market with its medical cosmetics line Elea, which will be sold mainly in pharmacies, informs the Russian ÐÁÊ daily.

Due to its moderate price Solvex hopes to compete successfully with trade markes as Vichy, Avene, Uriage, Bioderma, Biotherm, Lierac. The Russian analysts are interested in the initiative but the doubt the obligatory success of the the Bulgarian “price trump”.

The Elea cosmetics should appear in Russia by the end of 2007. Currenly Solvex negotiate with the main Russian pharmacy chains, namely “36.6” and “Rigla”.

According to Metodi Madjarov, general director of the distributors, the Elea line will be sold for between 250-500 Rubles, which is high segment of the economic class.

The not so high price does not mean compromising with the quality, explains Madjarov. “This is contemporary cosmetics, worked out in the Solvex laboratories in Switzerland and France.”

The distributor “BRK Cosmetics” relies on sales of cosmetics for around 40 million per year for 3 years.

However, the Bulgarian producer will be in a severe competition with tens of Russian and international trade marks, which have already gained the customer's confidence.

For example the cosmetics of Vichy holds one third of the sales in the Russian pharmacies.

The Russians however confess that the Bulgarian strategy has one strong place – the sale of cosmetics through the pharmacies networks. This is a perspective idea since in the structure of sales in the the pharmacy network “36.6”, the share of medical cosmetics is 20% and continues to grow.

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