German consumers look to natural beauty for inspiration and role models
Airbrushing and digital enhancement seen as unrealistic
An increasing number of German consumers are turning away from the ideals of beauty offered them by many cosmetics and fashion groups. Uli Mayer-Johanssen, founder and head of the Berlin based MetaDesign brand agency, says women no longer want to be identified with unrealistic role models.
Ms Johanssen singles out Dove as a group offering normal women as the new ideal, adding that Dove's level of sales and market image indicates high levels of brand loyalty. The company has responded to changing trends by incorporating changes on value into its brand and communication strategy.