Cossma1501_GB_Teaser

About the market research study In agreement with Health and Beauty Germany the FIW (Forschungs-Institut Würtenberger) has carried out a market research programme based on a random procedure (an internationally validated process for subject sampling) from March to April 2014, covering 250 interviewees from the cosmetics business who were selected on a mathematically well-founded randomization principle. 42.4 percent of the salons inter- viewed stated that they were “happy”, or even “very happy”, with the current market position. This was the finding of the market study The German cos- metics market in 2014, carried out by the research institute Würtenberger (FIW) in. 52% of those interviewed** consider the market situation to be “fairly poor” or even “poor”.When asked about fu- ture prospects the general view was moderately optimistic. 59.2 percent (a majority of those asked) felt that there would not be much change in the fu- ture. 13.6 percent expect the market to improve in the coming months or years. On the other hand 27.2 percent anticipate a fall in the market. Important aspect: specialisation as a USP What are the dominant specialisa- tions in beauty salons? As to be expected, the majority of those running or owning salons have specialised in the standard facial care programme (99.2 percent). The second speciality is hand and nail care (84.4 percent) and third place (74 percent) 22 COSSMA 1-2I2015 MARKETING MARKETS went to anti-ageing treatments. Treat- ment with colour cosmetics and make- up took fourth place with 67.2 percent. So what services could be added for 2015? 15.8 percent of those in the busi- ness said that they would be pleased to add nutritional programmes to their offerings. Some 10.5 percent envisaged focussing more on anti-ageing, nail de- sign and pre-treatment and/or post- treatment for cosmetic surgery. Over all only 15.2 percent of those interviewed had given this aspect seri- ous thought, and so there was relative- ly few answers to questions in this area. What plans have been made to ex- pand the client base? The managers or owners of beauty salons are, at 62.4 percent, quite convinced that they should in future be aiming at clients in the 65-plus age group. This would also include the so-called “best agers” over the age of 50 (60 percent) and those between 30 and 49 years old (45.6 per- cent) – according to the salon owners when asked whom they would like to approach. Only 10.8 percent, in con- trast, saw clients with medicinal skin care needs as potential new cus- tomers. photo:EvgenyVarlamov,Shutterstock.com New market study: Beauty salons in Germany 2014 Relatively optimistic future outlook How is the cosmetics and beauty salon business in Germany faring at the moment? Some interesting answers can be found in the recently completed study entitled “The German cosmetics market in 2014”. Jürgen Volpp, Manag- ing director of Health and Beauty Germany*, has put together some exclusive findings for you. How do the owners and operators of beauty salons see their economic position? photo:AndreasSaldavs,Shutterstock.com In future older clients (65+) will be targeted with stronger promotion Additional information can be found at www.health-and-beauty.com/ qr00350 or you can just scan the QR code! Your access codes for February: User name: cossma2 Password: sun DownloadsDownloads COS1501_22_Volpp_GB_COS1402_22_Raddatz_D 23.01.15 06:43 Seite 22 COS1501_22_Volpp_GB_COS1402_22_Raddatz_D 23.01.1506:43 Seite 22

Cossma1501_GB_Teaser

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