Companies of the selective cosmetics retail trade recorded 3.5% more sales in 2010 than expected. The VKE (German Cosmetic Association) cosmetics index shows an above-average attitude towards beauty for 2011. Cosmetics and wellness are in fashion among consumers.
Even in the digital age, the conventional stationary specialised retail trade plays an important role. Nevertheless, customers want to have more fun and enjoy an experience when shopping. The frequent question for many is therefore: A mouse click or touch, try out and buy directly at the store.
The shift over to a multimedia shopping environment has resulted in huge changes in the industry. "Shopping in the perfumery has to become an experience again", says Stephan Seidel, VKE president and managing director of Clarins Germany. The companies represented by the German Cosmetic Association (VKE) that sell middle to higher priced cosmetics achieved sales of 1.75 billion euros in 2010 which is a 3.5 percent increase compared to the crisis year of 2009.
Success right down the line. Positive development in all segments
Decorative cosmetics are once again one of the growth motors with an increase of 3.5 percent.
The facial care segment recorded an increase of 2.9 percent.
Cosmetics for men are experiencing an upswing with a 6-percent increase as men are becoming more aware of cosmetic and body care from year to year.
A slight upwards trend can be observed in the sales of women's fragrances. New launches and classics make up for a total of 2 percent growth.
The body care segment surpasses expectations. With an increase of 4.9 percent, the dramatic slump in sales of 2009 was almost able to be compensated.
"Despite many uncertainties due to the problems in Japan, we are confident here in the German market. 75% of the VKE members are expecting a rise in sales. Another 19% wish to maintain the revenues. We are therefore expecting a rise in sales of just under 3 percent for 2011; in this respect the highest hopes are being placed in decorative cosmetics and fragrances", explains VKE president Stephan Seidel.