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Germany’s Dr. Schrammek Targets Millennials With Beauty2Go Treatment

The traditional skin care company has launched a quick version of its classic facial with a price point and marketing plan aimed at young beauty lovers.

Sixty is the new trendy. That’s the message the new generation heading Germany’s Dr. med. Christine Schrammek Kosmetik skin care brand is hoping to send with its new Green Peel Beauty2Go Treatment, which it is placing in handpicked beauty concept stores and spas.

Beauty2Go serves up an abbreviated version of the Green Peel, a classic multipart revitalizing herbal facial treatment first developed by company founder Christine Schrammek in 1958. The new 45-minute service costs 59 euros, or $64 at current exchange, and is positioned as pre-party prep to be done in tandem with a friend, like a manicure or a blowout.

“It’s directed to young, trend-aware beauty enthusiasts who wouldn’t otherwise have anything to do with classic cosmetic treatments,” explains managing partner Alexander Drusio, who joined the family company in 2013. He’s the third generation, and heads up the Essen, Germany-based firm his grandmother founded 60 years ago. His mother, Christine Schrammek-Drusio, a dermatologist, shares the top seat with her son.

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Drusio came aboard after his stint at Rocket Internet, the Berlin-based Internet company behind the fashion Web shop Zalando and the sampling service GlossyBox. The cyber-savvy shows in Green Peel Beauty2Go’s vibrant Web site, which exhorts young customers to “get the glow” and highlights bloggers and hashtagged selfies. Beauty2Go has a separate logo, and operates as a brand — the Schrammek name is less visible in its marketing. There’s no talk of “antiaging” or problem-solving.

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The strategy caught the attention of Miriam Jacks, owner of Berlin’s Jacks Beauty Department, one of the first shops to offer Green Peel Beauty2Go, which sits at a lower price point than other facials on offer at Jacks. Though she admitted that at first she thought Schrammek wasn’t a natural fit for the beauty concept store and salon, which carries quirkier lines such as Eyeko, Ellis Faas, Grown Alchemist and John Masters.

“The whole thing they came up with — it’s a new concept,” said Jacks, who likes to feature smaller and traditional brands in her store. “It’s a family-owned brand. It was a bit dusty, maybe, but they came up with a new idea and they want to present themselves on the market and I think they should get the chance to do it.”

Also attractive is the “tell a friend” element, said Jacks. When a customer tries out Green Peel Beauty2Go, as a parting gift they get a take-home skin care mini, and a voucher to bring a friend for a discounted treatment. The idea is that perhaps they’ll come back and have a manicure or pedicure at Jacks, while their friend is in the treatment room. “That’s the social component we think is very important,” explained Drusio.

Green Peel Beauty2Go has rolled out in six German cities, including Berlin and Cologne, with Munich, Hamburg, and Stuttgart next up. Drusio hopes the concept will be successful enough to export — there’s interest from Ibiza, and he thinks the idea would be a good fit for the U.S. as well.

In addition to Green Peel, Schrammek launched Blemish Balm, a precursor to today’s beauty/blemish creams, in 1967. The brand now sells around 100 different skin-care products and services in more than 50 countries through a network of distribution partners; top sales regions are Europe and Asia. In Germany, Schrammek works with around 3,000 beauty professionals in salons, spas, and medical clinics. The company, Drusio said, is self-financed and profitable, and funds growth from its cash flow. Because it remains family-owned, he declined to provide specific figures. All four company shareholders are direct family members.