BERLIN — It’s not too often that the makeover of a beauty brand includes a price cut, but that’s the strategy fueling German skin care brand Marbert.
This story first appeared in the June 1, 2010 issue of WWD. Subscribe Today.
The line is overseen by Beauty Brands International, a two-year-old distributor, which took it over from Selective Beauty in 2008 with the goal of creating a high-quality, entry-level skin care, sun care, men’s and fragrance brand that carries the label “Made in Germany.” Products range from body lotions and shower gels priced at 8.50 euros, or $10.50 at current exchange, for 200 ml. to Profutura Anti-Aging Cream, retailing at 54 euros, or $66.70, for 50 ml.
In the past, Marbert’s assortment has included higher-price items, such as 2007’s Splendissima Premium Ca+Mg, with a 50-ml. Replenishing Cream costing 70 euros, or $86.50, and Advanced Lifting Serum, priced at 78 euros, or $96.40. Some existing Marbert products in the midprice range have been carried over into the redesign with the same or comparable prices.
New products include the multifunctional, 50-ml. Super Booster antiaging concentrate, priced at 29 euros, or $35.85, and Daily Care, a three-item basic skin care range with two creams and a mask.
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Scheduled for launch this summer are scented body lines Marbert Sun, which includes an eau de toilette, shower gel and body lotion, and Bath and Body Energy, which also has an edt, shower gel and body lotion, as well as an exfoliating scrub.
Shower gels and body lotions within Marbert’s three-scent Bath and Body line also will be offered in promotional 400-ml. versions for 13.50 euros, or $16.70.
The recently revamped line is available in small perfumeries and department stores, including Douglas, Karstadt and Kaufhof, in markets such as Germany, Austria, Belgium and the Netherlands. The Marbert brand is carried in 1,300 doors. BBI’s short-term goal for growth is to expand Marbert to 1,800 doors and plans call for eventually expanding the brand to 2,200 doors.
In addition, the company has taken on oversight of 80 Marbert counter sales associates and has new plans for them. “We’ll achieve synergy at the Marbert counters,” said Udo Heuser, managing partner at BBI. “Along with Marbert, Piz Buin sun care and our Japanese wellness brand, Bionsen, will be highlighted.”
BBI, which has offices in Baden-Baden, Germany, and Salzburg, Austria, has opened a training center in Baden-Baden, where its retail partners can get informed about all the firm’s brands. BBI also will offer regional workshops on selling in the entry-level price segment. Retailers also will be provided with a large supply of samples and testers to entice consumers, and bonus programs and mailings will round out the efforts.
In addition to Marbert, BBI also handles the Alessandro International, Revlon, BlanX Med dental whitener, Les Fleurs de Bach, Bogner fragrances, Marc O’Polo, Canali and Strenesse brands. Additionally, it oversees skin care brands Transvital and Pevonia Botanica in Germany, Austria and the Netherlands.