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As highlighted in the Mintel trend ‘Make it Mine’, the one-size-fits-all approach was buried decades ago. For example, it’s hard to remember when you couldn’t customise your car, phone case or gift cards. Consumers want to have some sort of input into what they buy, as they increasingly see themselves as complex, multifaceted, or even ‘multi-identitied’ individuals. The growing number of personalised skin and haircare products in the German market highlights that consumers want to be treated according to their personal set of needs, a trend that beauty manufacturers cannot afford to ignore.

The German beauty brand CremeKampagne offers on-demand beauty products such as creams and lotions. After providing a description of their skin type, customers can have any product customised to their needs by substituting, adding, or subtracting ingredients and fragrances. CremeKampagne’s products are primarily sold online, although the manufacturer is present at several of Berlin’s open air markets.

A minimalistic approach

cvt-5053735660620442595_1440513573_02-CremeKampagne_blueThe brand’s offerings are formulated with the minimum of ingredients, the majority of which are organic. CremeKampagne uses cold-pressed plant oils and plant butters, hyaluronic acid, aloe vera juice, lecithin and vitamins; the formulations do not include alcohol, glycerin, soy oils, thickeners or other inexpensive “filler” ingredients. Almost all products are vegan or can be altered to be vegan, and all of them are manufactured on demand and in small batches so the majority of creams and lotions are available in a preservative-free variant.

The products are fragrance-free to start with but can be scented with a variety of essential oils, and every single item can be personalised according to the customer’s individual wishes. The company has hundreds of different ingredient formulations – and customers often order “new” product types. For example, someone might order a shower gel with lemongrass and ask if it could also be formulated into a body scrub. CremeKampagne will then develop a lemongrass-scented body scrub with fine salt particles.

Tweak it until you make it

CremeKampagne is very popular among customers with multiple skin allergies since the product formulae can be tweaked until the optimal combination of ingredients has been reached. Founder Birgit Raether suffers from skin allergies herself and this is one of the reasons she decided to launch her own brand.cvt-5053734660626442585_1440513573_03-CremeKampagne_booth_products

Raether says she began looking for simply-formulated cosmetics that were suitable for allergic skin as a teenager and couldn’t find anything among the retail brands available. So she decided to make her own cosmetics and in 2009 founded CremeKampagne.

Similar to Raether’s personal experience, Mintel research shows that 34% of German adults define their skin as ‘sensitive’ rather than ‘normal.’

What we think

With skin allergies and intolerances on the rise it is no surprise that CremeKampagne’s product concept is proving to be popular. And although the brand is less widely known in Germany than most organic retail brands, CremeKampagne has a loyal client demographic which is constantly growing. Interestingly enough, their customers include not just allergy sufferers but also consumers who like the fact that the products are manufactured locally.

The trend towards customisation definitely poses a challenge for brands, but it also presents a huge opportunity. By allowing consumers to get exactly what they want, when and how they want it, brands not only build a more personal relationship, they can also avoid wasting money, time and resources on things their customers don’t want.

Michelle Strutton is Global Research Manager for Beauty, Personal Care and Household at Mintel. She has over 30 years experience of analysing consumer behaviour and markets at Mintel. Michelle also provides the direction for Mintel’s global analysis and consumer research programme.

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