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beauty alliance Germany: General Assembly in Weimar

beauty alliance Germany: General Assembly in Weimar – Perfumery Association records growth

Germany´s largest perfumery association is looking optimistically towards the future: During the general assembly, this year held in Weimar, Germany, from May 22 – 24, CEO Ulrich Schwarze commented favorably on the economic developments. The economic stabilization, which has been developing since the beginning of the previous year, is continuing for the beauty alliance as well. „In the first four months of this year we have experienced the strongest growth since many years“, Ulrich Schwarze explained.

„Personalities leave their imprint on businesses“ was the central motto of the assembly, a tie-in to the new slogan „Perfumeries with Personality“ launched successfully last year. „This common bracket to the marketing message of the perfumeries surely was the most important marketing innovation for the association and our members“, confirmed CEO Christian Lorenz. 

Especially for the privately owned perfumeries of the beauty alliance the personalities of owners and their personnel are defining for the individual character of each enterprise. „Looking forward, personality will play a major role, especially the personalities of the employees in the stores of our members. The employees are the most important asset to our enterprises“, states CEO Ulrich Schwarze.  

In order to meet the challenges of the forecasted shortage of professionals in the perfumery trade early on, the members of the alliance will continue to focus on the education of young people in their stores. The beauty alliance is promoting quality leadership of this education through intensive support.

Differentiation in the market is an important, but also beneficial aspect, especially for the privately owned perfumeries of the beauty alliance. The concept „Natur.natürlich“ (Nature.naturally) for natural cosmetics in perfumeries has been launched successfully. Conclusion of a panel discussion of „natural cosmetics in perfumeries“, in which the four owners of the beauty alliance´s „pilot perfumeries“ took part: The topic of sustainability is a factor to be taken seriously, but the segment of natural cosmetics needs to be built with patience. 

Sustainability and partnership is essential to the beauty alliance perfumeries also in regard to the cooperation with suppliers. In Weimar the best supplier was again honored with the „Excellent Partner Award of the beauty alliance“. The prize was awarded to French brand Clarins based on the results of the annual assessment of core range suppliers by the association´s members. Chairman of the supervisory board Ralph Gottmann presented the award during a festive ceremony to Clarins CEO Stephan Seidel. In a speech of appreciation Gottmann honored the close and positive cooperation with Clarins.

Looking forward, the association based in Bielefeld, Germany, will continue to expand its strategy to increase customer frequency. To improve the attractiveness of privately owned perfumeries, new and innovative brands shall attract the attention of customers.

The beauty alliance has positioned itself successfully as a trendsetter in this segment. As part of the member´s meeting in Weimar, the Korean skincare line „erborian“ was presented, a new addition to the beauty alliance portfolio following the „Innovation Award 2010“.

The „Innovation Award“, which debuted in 2010, is a joint partnership between beauty alliance, the international beauty trade show Beyond Beauty Paris and and Merk Vision (Strategic Brand Consulting for the Cosmetics and Luxury industry). The goal of this unique cooperation offers international brands the chance to enter the German market. „erborian“ will complement the beauty alliance portfolio in Fall 2011.  

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.

Bielefeld, May 27, 2011