JANDA is successfully attracting Polish women
Makeup, own beauty institutes, a factory and export. A new brand created by experienced industry executives is emerging in a saturated market.
Celebrity attempts to enter various markets, including the beauty industry, with their own brand is nothing new. Usually, these attempts aren’t taken very seriously by industry professionals, and the brands themselves quickly disappear. However, there is something different about this particular brand. Specialists recognize that the brand has managed to enter and make an impact on a saturated market filled with global players and strong local brands. This brand is JANDA, created by Krystyna Janda – the actress, and Jarosław Cybulski – the long-time CEO of the cosmetics giant Cederroth Polska, which among others carries Soraya and Dermika brands in its portfolio.
Photograph Caption: We had an easier start because JANDA is a brand which belongs to a real person, with a real story. A well-known and highly respected person. The first purchase may have been made out of curiosity. After two years however, we see many returning customers, so we can consider this to be the development of a stable business – said Jarosław Cybulski, JANDA CEO.
Photo by Marek Wiśniewski
A strong debut
At the beginning of 2015 Cederroth was bought by the Norwegian Orkla Home & Personal. Jarosław Cybulski ceased to be Cederroth’s minority shareholder. He recalled that he promised Krystyna Janda, with whom he cooperated for many years and who was the face of Soraya, that he would create a special cream. It was special, because it went against all industry trends. It was a universal product that could be used on all occasions, at night and in the morning, so that when travelling you would only need to carry one face care product. He created it. And began to wonder if he could turn it into a business opportunity. In September 2015 the JANDA brand made a debut on the market in the face care category.
It entered with a bang, because JANDA was launched at Rossmann, the biggest drug store chain in Poland.
— After two years we are able to evaluate the business. We are in the top 10 in the face care category, which is a tremendous success in such a competitive market. We don’t have a marketing budget as big as global brands, not do we have the many years of hard work, like our Polish competitors. We are convinced that we still have a lot more to offer here. We’re entering additional categories – this year we already made a sun care line. In the fall we are planning a launch of makeup products – announced Jarosław Cybulki, JANDA CEO. For now it’s just makeup foundation. In the longer term, the company is also thinking about perfume.
— We have many ongoing projects, but we don’t have enough time to implement them. We set out with a vision of growing slowly, we have no ambition of becoming the leader of this or that category in the next few years. We certainly see some gaps in different areas of the market for. At Cederroth we ran cosmetic salons and manufactured products for professional use. We also have solid experience and knowledge in this area – says Jarosław Cybulski.
At home and elsewhere
Currently, there are four factories, each specializing in something different, manufacturing for JANDA’s needs. The next step will be our own factory, but only for some of our products. – In Poland there are many well-equipped and very modern production lines, so this seems to be the optimal solution. At the same time we would like to manufacture the more technologically advanced products ourselves – added JANDA’s CEO. Currently, around 100 people in total are involved in production, logistics, research & development and marketing. Export specialists are set to appear soon.
— We took part in exhibitions in Bologna, Dubai, we are also going to Moscow later this year. We are planning to make our international debut via e-commerce. After conducting an analysis of sales in different countries, we will decide where to enter stationary stores and invest in local marketing – announces Jarosław Cybulski.
An inspirational example
HENRYK ORFINGER, Dr Irena Eris CEO
The trial period in the cosmetic industry is 1 to2 years. Today we can say that JANDA made it. I’m sure it will encourage other well-known public figures to try their hand in the beauty industry. Until now there haven’t been many such attempts, and with the exception of the unsuccessful launch of the Sza! brand, I haven’t seen any spectacular successes or failures. In Janda’s case we are dealing with a very experienced manager who left the corporate world. It was evident from the very beginning that the price levels, place of launch – at Rossmann drug stores and many other elements which were crucial for the success of this endeavor were very well thought out. A combination of all these factors coming together is very rare.. Today, creating a cosmetic brand from scratch is a huge risk, and a well-known name is not enough – such a person usually doesn’t have the technological know-how, doesn’t know the tricks of the trade, etc.
The most memorable attempt at building their own cosmetic brand by a person from the artistic world is the Sza! brand created by Grażyna Szapałowska many years ago. They were not well received by the consumers. According to experts the timing for creating a superpremium product in Poland was not right, it was too early. Kinga Rusin, who is a Polish television presenter is developing her brand called Pat & Rub. She entered a conflict with her business partners, who are now developing their own cosmetic brand. Among others, both sides accused eachother of failure to fulfill obligations or infringement of the rights to the formulations. Radosław Majdan – the ex-football player has created his own perfume called Vabun.
By: Michalina Szczepańska