Abstract
The German facial skincare market is growing, with value sales in 2008 estimated at €1.1 billion, up 4% on 2007 and 13% from 2003. As the population ages, older women are an important target group for manufacturers and should no longer be sidelined. Equally, the number of females in employment, many of whom see a well-groomed appearance as essential in a competitive workplace, is rising.
Anti-ageing lines now account for 30% of overall sales while cleansers, targeting younger consumers, also do well. ' Natural' products, spearheaded by Yves Rocher, gain in popularity, taking 23% of the market (€250 million). Nivea Visage (Beiersdorf) is the top brand, followed by L' Oréal' s more expensive and sophisticated Dermo Expertise, and Procter & Gamble' s Oil of Olaz.
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