German market embraces natural beauty and do-it-yourself lines

German demand for beauty customisation and natural ingredients is driving sales of cosmetics and toiletries, as Barbara Bierach writes

Millennial consumers, the key drivers of demand in today’s personal care product market, love personalisation, customisation and do-it-yourself lines, and maybe nowhere more so than in Germany.

This ‘maker movement’ trend has inspired Cosnova, the Sulzbach, Hesse-based producer of cosmetic brands such as essence, Catrice and L.O.V, to open the country’s first DIY ‘maker shop’ in Berlin’s urban centre in May.

There, customers can mix and match their own cosmetics, from lip gloss to nail polish, according to Nicole Reichl, a spokesperson for Cosnova’s brand essence.

Cosnova’s understanding of its customers’ appetite for individualisation was apparent when the company last updated its ‘my must haves’ sample palette in February 2017.

These can be filled with different products from the lip, eye and face range, and were “a huge success” in the market, according to Cosnova, having been voted as “product of the year” by its consumers, according to a statement by the company.

Launching the essence maker shop was the next step to cater for customer demand for uniqueness. Cosnova has now designed a . . .

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