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Birkenstock: newcomer to natural cosmetics
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Picture: Birkenstock Natural Care booth at Vivaness
It really was a surprise. Birkenstock, the traditional company we associate with healthcare footwear, has ventured into new territory – the manufacture of natural cosmetics – and it presented the Birkenstock Natural Care range at Vivaness.
Birkenstock footwear is sold in 90 countries across the whole world and Oliver Reichert, CEO Birkenstock Group, is thinking on an equally global scale for Birkenstock Natural Care, the company's new system-care natural cosmetics. As he points out, 'green awakening' and the idea of sustainability occupy people's mind around the globe. Made in Germany in their specially created natural cosmetics division, Birkenstock Cosmetics GmbH & Co KG in Landshut, the care range with currently 28 products in five categories will come onto the international market from the autumn of 2017.
The formulae for Birkenstock Natural Care, whose active agent suberin is extracted from the top layer of the bark of the cork oak, have all been dermatologically tested. The company reports that the effectiveness of the active agents have been verified and documented by means of scientific studies. The sustainable packaging concept with an intelligent refill system means careful use of natural resources. All 28 care products have been certified in compliance with the international BDIH Cosmos Natural Standard. As well as the cork oak extract, the formulae contain, for example, arctic moss, argan oil, baobab, moringa, elderberry and and botanic hyaluron.
Explaining why, as a manufacturer, they are entering the natural cosmetics sector, Reichert says: „Our products have always been created on the basis of quality and functionality. Care of the skin has a considerable effect on people's wellbeing to which we, as the inventor of the footbed, feel especially committed. And the century of quality is now.“
Reichert adds that the current range with 28 products is just the beginning. “With Birkenstock Natural Care we want to satisfy individual needs but also address the question of lifestyle.” In the Asian markets in particular there is, in this respect, a great future. Company sources tell us that at the moment, Birkenstock is holding discussions all over the world with potential marketing partners. They maintain that their high-value products require good customer counselling and the appropriate ambience. Reichert's final comment: “Alongside our own online shop, we see the committed, enlightened and motivated specialist trade as an important partner in marketing our products.”