BEAUTY BLACK BOOK: SUSANNE KAUFMANN

FROM AUSTRIA TO AUSTRALIA, SUSANNE KAUFMANN’S BEAUTY JOURNEY

Susanne Kaufmann started her career as a beauty therapist, working for her family’s wellness hotel in the Austrian alps. She spoke with Ruby Feneley about her beauty journey, sustainability and the unique Australian skincare consumer.

A beautiful upbringing:

“I grew up in the idyllic Austrian alpine region in the Bregenzerwald immersed in an understanding of the local traditions and the beauty and wellness benefits that could be found in the plants that grew in abundance in the area, which has served as my inspiration for the brand since launching in 2003. I first embraced the beauty and healing power of regional herbs and plants by my beloved grandmother — we made healing tonics, marigold cream and arnica schnapps. This is where I formed my passion and curiosity for natural healing ingredients and powerful formulations.

When I first joined my family hotel, one of my initial projects was to develop a spa with an offering of signature beauty treatments. I quickly realised that I also needed to create my own in-house professional product line to support the service. One that adopted the same natural, regional, and sustainable values as the hotel itself, a line that looked and felt as premium as the results it delivers. In 2003 we launched SUSANNE KAUFMANN skincare. This is where is all began.”

Seeking a cure:

“The Hotel Post Bezau was established prior to the notion of a “spa” or “salon.” It was known as “the cure” hotel and the focus was holistic. The philosophy of the hotel has always been about caring for clients and enhancing their lives by sharing our values of positive physical and mental wellbeing.

I have always seen beauty in a holistic way. When we feel healthy and well, it is also reflected in our complexion. Everyone should make sure to exercise enough, eat balanced meals, get plenty of sleep and follow a skin care routine that is tailored to their skin types and lifestyle. I strongly believe it is the only way to achieve strong physical health and wellbeing.

I was brought up in a culture where taking care of your skin, hair and body was always of utmost importance. It has always been a part of my way of life to this day and I carry these traditions, in my brand and in my own family to this day.”

Keeping things local:

“I think COVID-19 has stressed the importance of local partners. Our local production and warehouse team have been lifelong partners of the brand and having them situated close by had its advantages.

We were able to adapt quickly, responding to the needs of our customers. Most importantly, we were able to take care of each other from a distance as we entered what was such an unnerving and uncertain time. Having such strong relationships with your production partners is key, and I will always be grateful for their dedication and hard work.”

Connections post-Covid:

As clients return from lockdown, connection, compassion and consideration are so important here. Connecting with your client and taking the time to listen to their needs to deliver a tailored service has such a positive impact on both their physical and mental wellbeing as the results are tenfold.

I think beauty is moving more and more in a holistic direction, which is something I’ve always believed in since I created my skincare brand. We all know by now that the perfect combination of exercise, nutrition, sleep and skin care is the real secret to look beautiful in the long term. And now more than ever, in a post-pandemic world we are experiencing the change of lifestyle returning to the office as life returns to normal. It is very important to take a holistic approach very seriously in order to achieve longlasting results.

The climate catalyst:

“I had always had the most utmost respect for nature, our people and our planet which is reflected as part of our brand ethos. Climate change has been a massive catalyst for change within the beauty industry as the younger generations search for more natural, sustainable beauty. For us, the use of renewable organic resources, cutting edge science and intelligent product design have been integral to the development of the brand range for almost two decades. Proven skincare science and the natural power of plants is the only way to create truly effective natural skincare. I have always been committed to the responsible use of existing resources and ingredients, without sacrificing quality. Animal testing has never been and never will be a part of any stage of our product development.”

A sustainable future:

“Sustainable production has always been at the heart of our brand since the very beginning in 2003 and the regional production, the sourcing of local partners and the longstanding co-operation with our suppliers gives us a big lead when it comes to sustainability and the implementation of our principles. The producers and the suppliers have grown with us and we have developed together.

Only in this way can we implement the latest scientific findings in the ingredients, make our production and packaging more ecological and withstand the legal challenges in a rapidly changing landscape; consumer demands for their skin are greater than ever, the number of consumers suffering from allergies is increasing, while new insights into sun exposure bring new challenges.”

Aussie beauties:

“Australian consumers are curious, they want to be educated and experience newness – be it a brand they have never heard of, or innovation from a product development perspective. They have an appetite for discovery and are particularly interested in advanced natural skincare. Our decision to partner with Mecca takes advantage of this appetite for education with their curation of the latest and greatest from all over the world.”

Innovation is the key to inspiration:

“Continuing to innovate and adapt keeps me passionate. We recently launched our 100% recyclable refill bottles for three of our best-selling cleansing products: Cleansing Gel 250ml, Shower/Shampoo 250ml, and Hand Soap 250ml. Each recyclable refill, with its intelligent capless design, not only helps reduce waste to landfill, but it also cuts carbon emissions by 69%. Made from 75% post-consumer material, it is 60% lighter than standard plastic bottles making it our most environmentally friendly packaging ever. We believe that sustainability is a neverending journey and promise to continue to explore opportunities to reduce our environmental impact throughout 2021 and beyond. We are committed to this philosophy and plan to expand our scope by adding more products to the refill system in the second half of 2021.”

The pollution issue:

“While responding to the needs of the skin during the digital age, protection against pollution is key to preserving the health of the skin and launched this month, our multipurpose Blue Light Defence & Moisturising Mist to protect against this.”