Zalando is a massive retail phenomenon in Europe. It’s particularly prominent in Germany, where they boast 95% brand recognition amongst adult shoppers.
Zalando Beauty range to launch in Switzerland in time for Christmas
Zalando will be launching the Zalando Beauty category in Switzerland on the 11th of December. The launch will be accompanied from January 2020 by a local online marketing campaign.
This isn’t Zalando’s first foray into beauty, they launched the Beauty for Women category in Germany in March 2018, expanded it for men in October 2018. They then introduced Zalando Beauty in Poland and Austria at the end of 2018 and in Belgium, the Netherlands, Sweden, Denmark, Italy and France in March 2019. There is also the Zalando Beauty Station in Berlin Mitte which hosts a curated beauty program offering customers the opportunity to test products, provide tutorials and competent beauty advice, and serve as a test platform for new market launches.
The Zalando Beauty range will offer Swiss customers the opportunity to complete their look with the right beauty products and be inspired from head to toe. More than 4,000 beauty products from more than 110 brands for women and men are available for launch, including established brands as well as trend brands such as RAAW by Trice, Löwengrip and Magicstripes, as well as natural cosmetics from Lumene to HEJ Organic and Oliveda.
“The cosmetics market in Switzerland is growing year by year, with personal care products being the category for which Swiss customers spend most of their money. Currently, however, only 21 percent of the cosmetics and personal care market in Switzerland are online. This offers Zalando a great opportunity to respond to the needs of Swiss customers and become their starting point for fashion and lifestyle. ”
– Lisa Miczaika , Vice President Central Europe, Zalando
In the new year, Zalando Beauty will be accompanied by a local online marketing campaign with Swiss personalities, including model and actress Zoë Pastelle, model Sara Leutenegger, model Kevin Lütolf and Mario Schönmann.