P&G operations in Romania started in 1994. The first launches were Always and Pampers in 1995, followed by Pantene and H&S in 1996, Lenor in 1997 and all rest major P&G brands later on. Today P&G is present in key categories like fabric and home care, feminine & baby care, beauty care and health & grooming with several brands such as Pampers, Ariel, Always, Gillette and H&S privileged to enjoy leadership positions amongst the Romanian consumers.
Romania is a strategic market for Europe and the HQ for a cluster of 12 markets in South East Europe serving more than 60 million consumers. The continuous investment over the years in state of the art facilities have turned Romania into a major exporter and service provider for a wide region in P&G. Since 2010 Romania hosts one of the most technologically advanced and environmentally friendly P&G plants worldwide at Urlati. This hair care plant is serving over 1 billion consumers across numerous markets. In addition, since 2006 Bucharest is also home to a state of the art, modern regional service center, supporting 66 P&G sites in 15 different languages. In April 2021, P&G inaugurated a new manufacturing site in Urlați, Prahova County, which produces Ariel PODS, the company’s latest laundry detergent innovation.
P&G’s growth in Romania over the years follows promptly the global corporate citizenship principles which foresee continuous investment in social responsibility programs such as the Habitat for Humanity partnership or the Pampers Unicef campaign but also building environmental sustainability into operations and across product’s life cycle while still delivering top quality. For example Urlati plant is a benchmark hair care plant worldwide for its sustainable operations and a reference point in energy & water savings whilst innovative product formats such as Ariel PODS offer a solution with less impact on the environment.
The mission of P&G in Romania is to continuously improve the lives of Romanian consumers thru innovation brought by leading trusted brands. The innovation is not only reflected in novel product forms and technologies (e.g. Ariel PODS, Oral B Power brush, Gillette Flexball, Lenor Unstoppables) but also in communication campaigns to educate, inform, return to community. In doing so, P&G becomes a growth engine for its categories in close collaboration with its trade partners via novel marketing and commercial approaches to thrill the modern shopper on and off line.
For P&G growing the leaders of the future and sustaining an exciting organization has always been in the focus. With the fundamental belief that “people are our greatest asset” it fosters a culture of diversity, respect, fair treatment and honest communication. Its well-known “Build from within’ policy continues to shape local and regional talent, equipping them to become those who will drive the business forward in the demanding years ahead.
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Fairy®, Gillette®, head&shoulders®, Lenor®, Oral-B®, Pampers®, Pantene®, Tide®. The P&G community includes operations in approximately 70 countries worldwide.
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