During two cold days in April, Berlin’s fashion and lifestyle press agencies held the bi-annual Press Days events for journalist and influencers visiting offices around the city.
Beauty took front and center, with high end, drugstore, traditional and new labels getting the word out their products are on the shelves. The second noticeable trend, sustainability. The “S” word looks great in a press release, but do consumers want to pay more for sustainable products?
German drugstore giant Rossmann introduced new lines of health and lifestyle store brand products. Following the consumer trend, buyers are shifting their purchases downward away from premium marks to moderated priced generic store brands. As a two-time-a-week Rossmann shopper feeling inflation increases, this is a smart move.
Packaging, trying to get the attention of buyers on the shelves, beauty brands now emphasis packaging to stand out. Clarins shook off its traditional staid look for a more Gen Z friendly appealing colors.
Berlin based beauty brand Kess founded in 2020 has an interesting sustainable package. Some make-up tubes can be reused, just slip in a refill.
In the curious section, the Victoria Beckham preview collection with Mango. I always ask “Who Buys VB?”. The London label has struggled since inception despite Victoria’s global celebrity status. Perhaps, a capsule collection with a fast fashion store could help. Who knows! The pieces on display were minimum chic for a woman with a full social calendar.
Rayas is a collective from Berlin producing handwoven bags in EL Salvador by local women with the proceeds benefiting the community.
Möllers Köttbullar had a tasty surprise. The sustainable Berlin restaurant from Henrik Möller introduced a new Cinnamon Treat to the delight of visitors.