Bulldog looks to fill gap in German male skin care market with expansion
“The German male skincare market is well established and heavily relies on traditionally female focused brands such as L’Oreal and Nivea,” Simon Duffy, Bulldog co-founder told CosmeticsDesign-Europe.com.
“Bulldog's unique masculine straightforward approach and natural formulations will certainly be something new.”
Relevant to German consumers
He added that this expansion was an opportunity for the company to bring innovation to the current assortment of typical brands and speak to German consumers in a different way.
In an effort to further cater to the consumers and identify with them, Bulldog changed aspects of its packaging, like the language and jokes on the packs, which were translated into German. This is the first time the company has changed its language when exporting to other markets.
In addition, the company also changed the cultural references used on its packaging, as on its UK-marketed Sensitive shaving cream, for example references to Byron or Keats changed to Goethe and Schiller.
Further opportunities
According to Duffy, the brand has experienced success in the Scandinavian markets, has long term plans to expand in to the rest of Europe and expects the same from the German market, as he feels there is space for something new.
“There is a huge opportunity for Bulldog in Germany and we will be focused on expanding within this market in the short term,” Duffy added to the publication.
The German male grooming market is worth €1.5bn and is forecast to see a CAGR (compound annual growth rate) of 4 per cent between 2011-15, according to market analyst Euromonitor.
The Bulldog brand of products, which includes its Original moisturiser, Sensitive moisturiser, Original After shave balm, Original face wash, and Sensitive shave cream, has been launched in Rewe, a nationwide supermarket chain which has around 3000 stores all over Germany.
