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beauty alliance Germany: optimistic outlook towards the business year 2011

During the „Global Art of Perfumery“ (April 9 & 10, 2011) in Düsseldorf, Germany, the beauty alliance displayed a positive outlook regarding the current business year.

The largest perfumery association in Germany, located in Bielefeld and comprising over 900 doors, could not only gain additional market shares, „but recorded a sales increase of 5.7 percent in the first two months of this year. New customers could be gained as well“, states Ulrich Schwarze, CEO of the beauty alliance Germany.

The privately owned perfumeries of the association, since 2010 presented as „Perfumeries with Personality“, were able to expand customer frequency – contrary to the commercial decline. „We are continually expanding, especially in segments where customers expect service and quality“, states Christian Lorenz, CEO of the beauty alliance Germany. The market leadership is to be expanded and anchored in the customers´ conciousness.

Christian Lorenz also confirmed that the partnership with longstanding industry partners will continue to hold a high ranking for the beauty alliance and will consequently be expanded.

„The special focus this year, however, will be on the task to differentiate ourselves from the competition“, states Lorenz. The „Perfumeries with Personality“ regard themselves as trendsetters: International trends and impulses are implemented in the privately owned perfumeries of the beauty alliance, as the association is an ideal trendscout for its own purposes due to the „Innovation Award“, which was established in 2010, and the cooperation with the „Challenge Award“ in Paris.

That the association and its members are open to innovations and trends is clearly depicted by the commitment to the natural cosmetics sector. The associations´ own natural cosmetics concept „Natur.natürlich“ (Nature.naturally) has already sent succesful signals within the perfumery trade.

The beauty alliance Germany GmbH & Co, based in Bielefeld, Germany, is the largest perfumery association in Germany, comprising almost 950 stores with 200 ownerships. On a 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 altogether. For more information about beauty alliance Germany: www.beauty-alliance.de 

Bielefeld, 9. April 2011