beauty alliance Germany succesfully ends 3rd quarter – privately owned perfumeries gaining ground
More market shares and a positive quartely statement – Germany´s leading perfumery association is satisfied with the latest developments.
„The beauty alliance Germany recorded an increase in turnover of 3,5 % from January to September. In September alone the turnover increased by 13,6 %“, states Ulrich Schwarze, CEO of the beauty alliance. The perfumery association maintained its economical standing in the 3rd quarter and gained market shares.
Another source of continuing success for the more than 900 privately owned perfumeries was the recently introduced slogan „Perfumeries with Personality“: this is becoming more and more of a synonym for the privately owned perfumeries of the beauty alliance, which offer excellent service.
„In areas where individual service and consultations have a strong relevancy, we are continuing to gain market shares“, explains Christian Lorenz, CEO Marketing and Purchasing of the perfumery association based in Bielefeld, Germany.
The foundation of the slogan is the unique character of a privately owned perfumery. A „Perfumery with Personality“ differs from every other, is unique and carries the signature of a privately owned store. „Our staff leaves their imprint with this individual signature with strong commitment and joy and offers their knowledge for the benefit of the beauty of our customers“, Lorenz adds.
The communication strategy of the „Perfumeries with Personality“ aims to further anchor the quality leadership of the privately owned perfumeries and to bring new clientele to the stores.
To implement new trends in he privately owned perfumeries is one of the explicit goals of the association, an endeavour to be continued in 2012. One much regarded event were the Innovation Awards, the winners of which were selected by an expert jury in September of this year during the trade fair Beyond Beauty in Paris.
„For our customers, we are globally searching for trends and innovative concepts, because we would like to surprise and fascinate our clients“, confirms Christian Lorenz.
As one of the discoveries of the Innovation Awards 2010 the „Perfumeries with Personality“ are now launching the Korean skincare brand Erborian in their stores. The perfumeries are a major attraction in the cities, making every customer´s visit a positive experience and differentiating the beauty alliance perfumeries from the competition.
The beauty alliance Germany GmbH & Co, based in Bielefeld, Germany, is the largest perfumery association in Germany, comprising over 950 stores with more than 210 ownerships. On an European level, the beauty alliance cooperates under the umbrella of the beauty alliance International GmbH in Switzerland. It is further affiliated with several cooperating partners: beauty alliance Switzerland AG, beauty alliance Austria Ges. mbh & Co. KG and Beauty Success SA in France, which represent more than 1.300 stores.
Bielefeld, 17th October 2011