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60 COMPANY BARBARA HOFMANN COSMETIC PINSEL GMBH INCENTIVE FOR CREATIVE CONCEPTS When is a promotional product a good promotional product? When it is tailored to the target group and hits the mark. If it also has to be unusual and surprising, so much the better. So why not a cosmetic brush? Proving that this works and that the concept is successful is demonstrated by the example of Barbara Hofmann Cosmetic Pinsel GmbH. Still family-run, the company has been in the market for 30 years. Barbara Hofmann Cosmetic Pinsel GmbH manufactures and distributes high-quality cosmetic brushes and accessories. A consistently high quality, the finest materials and careful workmanship of the products are the main focus of attention. And to some extent, parts are still handmade at the Flieden site near Fulda. The idea of focus- ing on a cosmetic brush range, which now comprises five exclusive series, did not come about at the outset, but was rather a logical development. It quickly became apparent that continued success could only be ensured through the specialisation of the product portfolio. IT ALL BEGAN WITH A VISION It all began in 1985 with a vision of the company founder Lothar Thamm, the fa- PSI Journal 2/2016 www.psi-network.de ther and father-in-law of today’s managing partners. He first established a company for toiletries: “Barbara Hofmann Vertriebsgesellschaft für internationale Parfümeriewaren mbH” was born. The portfolio at that time comprised cosmetic accessories for drugstore and perfumery products. In the course of specialisation in cosmetic brushes, the company was renamed “Barbara Hofmann Cosmetic Pinsel GmbH” in December 1989, not least to make it outwardly clear where the specialist expertise would be in the future. A CORPORATE OBJECTIVE WITH HIGH STANDARDS However, there was more to come than simply specialisation. Rather, a defined corporate goal quickly emerged: to become “the” specialist supplier of cosmetic brushes in Europe. To this end, a strategy was developed, which called for a continuous presence with clearly designed stands at highprofile trade shows such as Beautyworld Frankfurt, Beauty Düsseldorf, Cosmeeting Paris and Cosmoprof Bologna. From a corporate perspective, this is considered “an important milestone of our success”. It quickly became clear that exports represent an enormous growth potential, but

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