"ARTDECO was not only able to defend its leading domestic position with specialist retailers but was even able to accomplish a 5% increase as compared to the previous year, whereby 2010 already saw a record turnover with the large-scale 25th anniversary campaign. Through outstanding communication work in connection with all promotions, it was possible to win a large number of new customers, which, among other things, lead to a further continuation of successful development in 2011,” according to the cosmetics company based in Karlsfeld.
The company further added: "For decorative cosmetics, the market share of ARTDECO with specialist retailers, in terms of numbers of items, lies between 30% and 40%. As a result, ARTEDCO sells more products than the leading three luxury brands combined. In terms of value, the share is between 15 % and 20% of total turnover, which is due to the competitive prices of perfumeries and department stores."
As in the previous years, the company has reported double-digit growth of export turnover, whereby Russia, France, the Ukraine, and Spain are the most important export markets.
In 2011, ANNY, a new nail polish brand was launched that attained cult status within a few months and in the meantime is the absolute no. 1 in the nail polish domain at Douglas . In the overall market in the selective area, it is already in 3rd place behind ARTDECO and Chanel.
BEYU again asserted itself in 2011 as the most successful exclusive brand of the decorative domain of Douglas in Germany. In Italy, the Netherlands, Spain, Austria, Poland, and the Czech Republic, it is exclusively available at Douglas.
MAKE UP FACTORY has shown above average development both in Germany and internationally with double digit growth rates, respectively. In Germany, Austria, Switzerland, and Hungary, the brand continues to be offered exclusively by Müller.
On the whole, ARTDECO Cosmetic Group was able to achieve a new record turnover with an increase in growth of almost 10% in comparison to the previous year. This enabled the company to continue its expansion of diverse brands internationally.
ARTDECO states that, "with this, the company group steadily continues to be one of the most successful cosmetics companies in Germany. According to WWD, the leading international cosmetics magazine, the group holds position 77 globally, and position 5 in Germany."
FACTS ARTDECO Cosmetic Group
The ARTDECO COSMETIC GROUP consists of the following companies:
ARTDECO cosmetic GmbH
BeYu cosmetics and more GmbH
ICB – innovative cosmetic brands GmbH
MALU WILZ Beauté GmbH
American Nails GmbH
cosmetic creativ service GmbH
Private Label Cosmetic Company GmbH
Turnover (in wholesale prices) 2011€ 157,200,000
Thereof exports (75 countries worldwide)€ 84,840,000