Au vrut să concureze cu piețele globale. Dar nu au putut spune că sunt din România. Ivatherm

from Afaceri pe Bune by Lorand Soares Szasz · host Upriserz

De mai bine de 20 de ani, Rucsandra Hurezeanu conduce și dezvoltă Ivatherm, brand-ul de dermacosmetice care deși proclamă pe etichete că este „made in France”, de fapt e…de origine românească. De ce? Pentru că Rucsandra a realizat un lucru important: fără brand-ul aferent, produsul nu se vinde. Nu poate „rupe” la scară mare. Dar este un strop de România acolo: apa de la Herculane.Indiferent de ce scrie pe etichetă, un lucru e sigur: Ivatherm a devenit un produs competitiv pe piață, care concurează cu cele mai mari brand-uri de dermatocosmetice. Uite ce se discută în acest episod: 🔷De ce România e o piață mică pentru brand-uri mari.🔷De ce cel mai mare risc al extinderii internaționale nu e piața. 🔷De ce și cum să motivezi oamenii buni. 🔷Este clean beauty marketing sau realitate? 🔷Cum folosești, ca brand românesc, AI în vânzări. 🔷De ce ideea nu contează, ci mai mult execuția. 🔷Ce caută noile generații la brand-uri în 2026. 🔷Un partener îți poate distruge sau dubla afacerea - cum să-i alegi. 🔔Iar dacă ți-a plăcut episodul Afaceri pe Bune, nu ezita să ne urmărești ca să nu pierzi alte lecții valoroase care să te ajute să-ți crești afacerea.

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This episode was published on January 22, 2026.

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