Beauty Forum Munich is one of Germany’s biggest cosmetic fairs. This year, more than 1,180 exhibitors attended the event to showcase their latest product innovations in professional skin and nail care. With the upcoming publication of our Professional Skin Care Global Series and Professional Nail Care: Global Market Brief reports, both covering the dynamic German market, the event is one we couldn’t miss.
An increased number of local and family-owned businesses were present at the fair this year. Marketers like Neovita Cosmetics and Dr. med. Christine Schrammek, which emphasize the natural, organic, and medical side of their products, filled the event’s floor. Skinbiotic, a brand that just took off in March 2018, stood out with its unique and youthful approach to beauty. With the motto “Get high on beauty,” the marketer targets the younger generation of consumers and features products with Probiomic technology and superfoods as active ingredients.
Luxury cosmeceuticals are another characteristic of the German skin care market, with brands such as Pharmos Natur encompassing a holistic lifestyle and offering not only luxury green skin care but also food supplements in their product range. Established European player Babor, the leading marketer on the professional skin care market, showcased its newly launched Grand Cru Edition anti-aging ampoules and the Micro Peeling and Sonic Ultraschall device for in-salon treatment.
Findings from the soon-to-be-published 2018 edition of our annual Professional Skin Care Global Series report place Germany on top of the chart in Europe, accounting for around 17% of the total European market share. The market has been continuously growing as consumers invest more in their appearance and opt for younger-looking skin.
Germany is also the biggest professional nail care market in Europe, accounting for around 24% of the European market share in 2017, according to our Professional Nail Care: Global Market Brief. The professional nail care market in Germany has yet to reach maturation, and this was confirmed by the trade show. Nail care manufacturers are extremely active in helping to regulate this market, and with this comes consumer awareness, trade certifications, and training. The main change which industry players observed in 2018 is the growing focus on education and training, as this remains a major challenge for the industry to develop in the German market.
Among the exhibitors that caught our eye in professional nail care are the Catherine Nail Collection, a German-based manufacturer as well as a leading player in the market. Catherine promoted new products such as its seasonal advent calendar Twenty 4 You and its newly launched Hot Spot London Box UV-Gel polish shades.
The future of the professional nail care marketers looks bright in Germany; however, it is highly dependent on the role of the main local players and how they will impact market development and consumer awareness.