The consumer goods group Henkel has taken over the majority of a Berlin-based Online retailer of beauty products through Social media and sold so rapidly over the past years has grown. To belong to the enterprise Invincible Brands of the cosmetics brand Banana Beauty, hair care products from Mermaid+Me as well as the skin care brand Hello Body, which have together achieved in the past year 100 million euros in sales.
Jonas Jansen
economic correspondent in Düsseldorf.
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a Good two-thirds of which come about solely through the creams and Shampoos of Hello Body, sold mainly as an advertising partner of Influencers on photo platforms like Instagram. The there, especially in the young target group enormously popular with Models and fitness bloggers to offer frequent discount codes for those products and you in front of your Fans, well 1.5 million customers, the brands.
For Henkel, the last had to fight with a weak cosmetic business, a Takeover, an attempt to be closer to a digital and young audience to them would come. Mainly direct sales to the customers is Henkel attractive, the consumer goods group expects this to “innovations that are relevant for the entire brand to develop the business”, as Jens-Martin Schwärzler says, is on the Board of Henkel for the Segment of Beauty Care.