German Value Beauty Brand Expands Into the US Market
German value beauty brand Cosnova surpassed their 2024 sales target of USD 1 billion a couple of days ago. Previously unknown outside of its home turf, Cosnova, who is known for its Lash Princess Mascara, Banana Powder, and Pure Nude Highlighter, is focused on the strategic selling of its two brands, Essence and Catrice, at oftentimes lower prices than top sellers in the mass beauty category. The success of its brands lies on value and replenishment.
Despite have price points below beloved brands like NYX, Elf Cosmetics, and Maybelline, Cosnova had to rethink it’s consumer approach and purchasing behaviour. Whilst in Europe Cosnova is the best-selling colour cosmetics brand by volume, US consumers have difficulty trusting brands whose products are sold at too-low of a price.
By focusing on replenishment and building customer loyalty towards everyday products like mascara and foundation, the German beauty brand was able to beat sales expectations, in such a degree that lip and face are its fastest-growing categories.
Its wide footprint across social media has also contributed to the rising popularity of the brand. It doesn’t hurt either that 90% of its goods are made in Europe, unlike other mass-market brands that rely on Chinese manufacturing.
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