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Beauty Alliance Selects Winners of Innovation Award 2010

Festive Ceremony Held in Duesseldorf

On September 30, the competition for the Innovation Award 2010 ended with a festive ceremony in Duesseldorf, Germany. The five finalist beauty brands, selected from originally 53 competitors during the Parisian Trade Fair „Beyond Beauty“ in September, were again extensively reviewed by the Jury.

The competing beauty brands presented their detailed pitch to the Innovation Award Jury. The panel included the managing directors of the German perfumery association Ulrich Schwarze and Christian Lorenz, Michaela Merk (Merk Vision), journalists from French and German trade magazines and several members of the beauty alliance.

The jury´s decision was clear: Two beauty brands will be the winners of the Innovation Award 2010. Both the French skincare brand „NOVExpert“, combining modern technology and nature, as well as the French makeup line „Une natural beauty“ were presented with the coveted award.

Both brands won over the jury with their concept and innovative products. „The brand concepts presented to us during the Innovation Award all hold a lot of potential and innovative ideas for the German beauty market. So even if only two brands are honored with the Innovation Award itself, there are only winners“, stated Christian Lorenz during the award ceremony.

With the Innovation Award, the winning brands receive the unique chance of being integrated into the beauty alliance portfolio, which today is the largest network of independent perfumeries in Germany. Winning the Award also entails a coaching, so that they may develop the best fitting strategy for entering the German market.

The idea for this innovative project has been developed jointly by Christian Lorenz, Michaela Merk (Merk Vision), experts in the cosmetics industry who have been collaborating on an international level for many years, and David Bondi, president of Beyond Beauty.

The beauty alliance Germany GmbH & Co, based in Bielefeld, Germany, is the largest perfumery association in Germany, comprising almost 1000 stores with 220 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, Germany, October 4, 2010

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Contact:

Beate Gummersbach

beauty alliance Deutschland GmbH & Co. KG

Große-Kurfürsten-Str. 75

33615 Bielefeld

Tel.: ++49-5 21-5 20 77 101

Fax: ++49-5 21-5 20 77 100

gummersbach(at)beauty-alliance.de