New Information on Schwan Cosmetics in 2011

Best result in the companys history – Worldwide growth

Schwan Cosmetics achieved the best result in the companys history – which dates back to 1927 – in the fiscal year 2010/2011. Innovations in virtually all key products drove high growth in all markets. Eyeliner market share was increased by existing customer sales and new customer acquisition.

"This fiscal year was extremely positive. Product innovations meant we were able to succeed once again in significantly increasing our high market shares in almost all regions across the world," said group managing director Ulrich Griebel. "We were also able to secure a large number of new employees and make important investments for the future in new products, factory infrastructure, automated manufacturing, and in our IT systems. The integration of our recently acquired subsidiaries is also well underway."

In this way, the Western European markets including Germany were clearly consolidated with a rise in sales of 16%. In North and Central America, Schwan Cosmetics was also able to further enhance its position with a 30% leap in sales. In Eastern Europe, the Middle/Far East and Latin America, sales were 33% higher than previous year and eye make-up was the best-selling product.

Asia-Pacific sales increased in light of the strong Japanese, Chinese and Pacific markets, rising 13% compared to the previous year. This growth was mainly driven by core products. Customers in the Far East particularly value Schwan Cosmetics products for their durability and excellent water resistance.

Schwan Cosmetics constantly puts all effort into developing and producing the most innovative, exciting and high-performing cosmetic products for women all over the world. The inspiration and technology for this is born in their German “flagship” and is transferred into all of the subsidiaries.

Positive outlook

Schwan Cosmetics adopts a dual approach to marketing strategy: While product and technology development remains a central focus at the Heroldsberg site with now well over 150 employees, the sales and production activities are increasingly organized on a regional basis. Close proximity to markets and customers, innovations, and efficient processes remain a key success factor for the future growth of Schwan Cosmetics.
An example of this is the holding in Kirana Amindita PT, a long-standing distributor and manufacturing partner in Jakarta, Indonesia, finalized at the start of 2011.

“A slow down in the current growth is expected in 2012. However, current order levels indicate that a further positive trend can be expected for the 2011/2012 fiscal year,” Schwan Cosmetics concluded.