DECORATIVE COSMETICS –
THE ART OF SUCCESS ARTDECO is a leading European cosmetics company that specialises in supplying high-quality cosmetic products to beauty salons and professionals worldwide. Philip Yorke takes a closer look at a company that is continuing to gain market share with its formula of unique products and strategic targeted marketing support programmes.
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RTDECO was conceived and founded by Helmut Baurecht in Munich Germany in 1985 and has since grown to become a leading player in the global cosmetics industry. Today the ARTDECO Group offers a range of unique products and market opportunities in every area of cosmetics, lifestyle products and skincare. Leading ARTDECO Group companies include such brands as, ARTDECO, American Nails, ANNY, BeYu, Misslyn, Make-Up Factory, MALU WILZ Beauté and the Private Label Cosmetic Company. The company’s constant focus and commitment to meeting the individual cosmetic desires and needs of its customers, combined with its uncompromising quality and a highly competitive pricing policy, are just a few of the many key components of its success. All ARTDECO beauty collections and skin care products are designed for use in the world’s professional beauty salons and
72 Industry Europe
department stores. Each quality product presentation and their natural ingredients mirror the latest market trends and also enhance the professional status of each salon that sells its products. As a result, every beautician can fulfil any client’s cosmetic wishes in an instant and with confidence. ARTDECO products provide the finishing touches that make the difference when it comes to individuality. The company also stands for trends, whether creating them, or whether they are created by celebrities or by consumer magazines. This marketing strategy enables the ARTDECO customer to obtain the newest, must-have products at affordable prices at all times. Today ARTDECO products are sold in over 10,000 beauty salons, 6000 perfumeries and more than 350 exclusive department stores worldwide. In 2011 the Group achieved consolidated sales
of more than €162 million excluding private label products, with export sales reaching an all-time high of over €86 million.
Building on success The remarkable success story of the ARTDECO Group can be put down to a variety of strategic decisions, and apart from the entrepreneurial skills of the founder, the company offers a unique range of products and services that are designed to maximise the success of its customers. For example, ARTDECO provides a wide range of support opportunities for its beauty salon customers, including individual display solutions and marketing support, which are all tailored to suit their individual needs. What is more, it is the only significant brand in its price class to focus completely on exclusive, select retail outlets, such as perfumeries, leading department stores and beauty salons. The company also offers a truly unique
