MOSCOW, Oct 23 - PRIME, Mariam Baghdasaryan. The deal of Unilever, an international consumer goods manufacturer for the purchase of South Korean Carver Korea, specializing in skin care, will help strengthen Unilever's position in the Asian market and will promote the development of the Korean brand, according to analysts interviewed by Prime.
In late September, the international consumer goods manufacturer Unilever agreed to purchase South Korea's Carver Korea, which specializes in skin care, from Bain Capital Private Equity and Goldman Sachs for 2.27 billion euros. Information on the timing of the transaction was not provided, but noted that the agreement requires the approval of regulatory bodies.
Andrei Koptelov, director of the Center for Economic Studies at the Synergy University, believes that the deal between the two companies will be beneficial not only to companies, but also to investors, in particular due to dividends.
"Cosmetics and consumer goods markets are now the most interesting in terms of investment, and given that the demand for cosmetics by Chinese consumers is growing, Uniliver's investment in Carver Korea business can bring serious dividends ... As a result of this deal, the South Korean cosmetic brand with using resources Uniliver will rise to the international level, which will make the cosmetics market even more competitive, and therefore more affordable for the mass consumer, "he said.
DEVELOPING BEAUTY-MARKET
As Prime has been told by Euromonitor International, Unilever is the third largest company in the world in the sector of Beauty and Personal Care (beauty and personal care) after L'Oréal Groupe and Procter Gamble Co. Unilever is also the second largest in the Asia-Pacific region (APR) after Procter Gamble Co.
By the end of 2016, Unilever owned only 0.4% of this market in South Korea, against 0.7% in 2012. The South Korean market Beauty and Personal Care is one of the fastest growing in the world, according to the results of the last year its volume, according to Euromonitor, reached 12 billion dollars.
According to Natalia Milchakova, deputy director of the analytical department of Alpari, the Korean cosmetics market is in the tenth place in terms of volume in the world. "He is very friendly to European and other global corporations.The volume of the cosmetics market in South Korea in 2016 international experts estimated at 13 billion dollars, of which more than $ 6 billion accounted for the market for facial care products, namely in this segment the leading positions occupies Carver Korea, "- she said.
"To date, Carver Korea has a leading position not only in South Korea, but also in Asia, and, most importantly, shows excellent momentum." In 2016, the South Korean company achieved more than double the sales growth, and given the scale of Unilever's business, one can expect not only in China and Asia, but also at the level of the whole world.Unilever already has several brands of personal hygiene in its lineup, so it is logical that such diversification is due to the purchase of South Korean Carver Korea, especially with the purchase of South Korean cosmetic brands assuring its presence in the Asian markets, the growth potential of which has not yet been fully disclosed, "- says Koptelov.
PLUSES FOR TWO
The main goal of Unilever in this transaction is to enter the actively developing market of Beauty and Personal Care in Asia, experts believe.
"South Korean beauty firms are a good target for giants in the beauty industry, as Korean brands are in great demand in China and other Asian countries, as well as in foreign markets such as the United Kingdom and the US Global companies are keen to take advantage of this trend to seize the share market of China and developing countries, investing in Korean manufacturers of cosmetic products, "- commented on the interest of Unilever to Carver Korea, the head of the research department of luxury goods in Euromonitor Internati onal Flour Roberts (Fflur Roberts).
A similar opinion is shared by Milchakov. "Unilever is first of all a chance to go to the world's fastest growing cosmetic market, where growth rates are high (about 6% per year), and the risks of global corporations are low ... Unilever, having established itself in such a rapidly developing market, will be able to strengthen its positions on the market of China, where Carver Korea and other Korean cosmetics manufacturers supply more than half of the production.The main competitors of Unilever, especially L'Oreal, Estee Lauder and Beiersdorf, will now think about improving the marketing strategy or buying a kaki x cosmetics manufacturers in South Korea or in neighboring Asian countries, "she said.
1825/5000
Analogichnogo mneniya priderzhivayetsya i Mil'chakova. "Dlya Unilever eto prezhde vsego shans zayti na samyy bystrorazvivayushchiysya kosmeticheskiy rynok mira, gde tempy rosta vysokiye (okolo 6% v god), a riski raboty global'nykh korporatsiy nizkiye... Unilever, zakrepivshis' na stol' bystrorazvivayushchemsya rynke, smozhet ukrepit' i svoi pozitsii na rynke Kitaya, kuda Carver Korea i drugiye koreyskiye proizvoditeli kosmetiki postavlyayut boleye poloviny proizvedennoy produktsii. Osnovnyye konkurenty Unilever, i prezhde vsego L'Oreal, Estee Lauder i Beiersdorf, teper' zadumayutsya nad sovershenstvovaniyem marketingovoy strategii libo nad priobreteniyem kakikh-libo proizvoditeley kosmetiki v Yuzhnoy Koreye libo v sosednikh aziatskikh stranakh", - schitayet ona.
Odnako plyusy ot dannogo soglasheniya yest' i dlya Carver Korea. "Unilever, priobretaya kompanii, obladayushchiye sil'nymi brendami kosmetiki v svoyey strane, sokhranyayet eti brendy i pomogayet im obresti novuyu schastlivuyu zhizn', sovershenstvuya ikh, delaya ikh "zontichnymi", v sluchaye, yesli brend ochen' vostrebovan. Yarkiy primer - pokupka Unilever kontrolya nad rossiyskoy kosmeticheskoy kompaniyey "Kalina", teper' vedushchiye brendy kompanii ne tol'ko sokhranyayutsya, no stali sil'neye, sposobnymi konkurirovat' s vedushchimi mirovymi analogami", - rasskazala Mil'chakova.
Kompaniya Unilever byla osnovana v 1930 godu v rezul'tate ob"yedineniya niderlandskoy Margarine Uni i britanskoy Lever Brothers. V nastoyashcheye vremya v portfele kompanii primerno 400 brendov, predstavlennykh na rynkakh 170 stran mira. Sredi nikh Lux, OMO, Signal, Impulse, Sunsilk, Timotei, Denim, Delmy, Dove, Rexona, Axe, Domestos, Knorr, Calve, Rama, Lipton, Brooke Bond i ryad drugikh. Vyruchka za 2016 god sostavila 52,7 milliarda yevro.
Carver Korea osnovana v 1999 godu. Vyruchka kompanii po itogam 2016 goda sostavila 321 million yevro, EBITDA - 137 millionov yevro.
A similar opinion is shared by Milchakov. "Unilever is first of all a chance to go to the world's fastest growing cosmetic market, where growth rates are high (about 6% per year), and the risks of global corporations are low ... Unilever, having established itself in such a rapidly developing market, will be able to strengthen its positions on the market of China, where Carver Korea and other Korean cosmetics manufacturers supply more than half of the production.The main competitors of Unilever, especially L'Oreal, Estee Lauder and Beiersdorf, will now think about improving the marketing strategy or buying a kaki x cosmetics manufacturers in South Korea or in neighboring Asian countries, "she said.
However, there are pluses from this agreement for Carver Korea. "Unilever, acquiring companies with strong brands of cosmetics in their country, retains these brands and helps them to find a new happy life, improving them, making them" umbrella ", if the brand is in high demand. A prime example is the purchase of Unilever control over the Russian cosmetic company "Kalina", now the leading brands of the company are not only preserved, but have become stronger, capable of competing with the world's leading analogues, "Milchakova said.
Unilever was founded in 1930 as a result of the merger of the Netherlands Margarine Uni and the British Lever Brothers. Currently, the company's portfolio of approximately 400 brands, represented in the markets of 170 countries. Among them are Lux, OMO, Signal, Impulse, Sunsilk, Timotei, Denim, Delmy, Dove, Rexona, Ax, Domestos, Knorr, Calve, Rama, Lipton, Brooke Bond and others. Revenues for 2016 amounted to 52.7 billion euros.
Carver Korea was founded in 1999. The company's revenue for the year 2016 was 321 million euros, EBITDA - 137 million euros.
