More than 40 Years in the Service of Beauty
The beauty alliance looks back on 40 years of successful cooperation and currently is, with 190 retailers in over 950 locations, the largest association of privately owned perfumeries in Germany.
aldro, parma and InterCos: Three Good Ideas at the Right Time
The roots of the beauty alliance can be traced back to the 1960s. Increasing competitive pressure leads a group of chemists in the German town of Rendsburg, Schleswig-Holstein, to develop the idea of bundling their powers. In 1967, the "Arbeitsgemeinschaft leistungsstarker Drogerien" (Association of High-performance Drugstores), „aldro“ for short, is established. In later years it was renamed „Aurel“. A short time later the "parma Parfümerie Markterschließungs-Gesellschaft" (parma Perfumery Market Development Company) is established in the German town of Arnsberg. In the mid 70s, the "Kosmetikkreis Stuttgart" (Cosmetic Group Stuttgart), later known as „InterCos“, is founded.
The idea remains successful to this day: better purchasing conditions, low priced advertising materials and valuable exchange of experiences strengthen the market position of each member on a long-term basis.
Combined Strength for the Future
As the market became more complex, the retailer´s groups continually expanded and developed their service portfolios. To establish new synergetic effects, in 1999 the groups parma and Aurel merged to form an even stronger association.
In 2005, InterCos and parma-Aurel merged their powers under the name of "beauty alliance Germany" – the largest perfumery association in Germany was established.