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From catwalk to beauty case


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As a division of the successful Palmers corporation, p2 cosmetics products were launched in Germany on a joint basis with the leading drugstore chain dm Deutschland in May 2002. Its foundation as a subsidiary followed in 2006.

The close cooperation with dm has been stepped up systematically. Thanks to the sophisticated address of the common target group and the consistent, trend-oriented growth of the p2 range with the effect of the expansion to the 2 m counter for the categories nails, lips, eyes, face and hand care, the joint success can be seen in the high acceptance by the target group.

A professional care concept for hands and nails has complemented the collection since February 2005. Demanding fashion and makeup customers delight in p2 cosmetics products from lip liner to nail polish in hot, trendy colours. But not only that. High colour intensity, a long shelf life and the best product quality also speak for the products by p2 cosmetics, which are tested by independent laboratories.

“Our products are not only consistently coordinated to current fashion trends; the price and quality are also right,” says Managing Director and product expert Martina Swerak. “We may work in a fast-moving industry that thrives on changes in trends, but when it comes to quality and product safety, we bank on high consistency. That is why only products tested for skin and eye tolerance are included in the p2 range.”

But Ms. Swerak deals not only with POS marketing. As a long-time beauty expert, she has over 20 years of profound specialist knowledge in the development of valuable makeup products under her belt and a flair for international trends.

Currently more than 450 different products are presented attractively and well-arranged at the p2 counter – a dm exclusive. She developed each one individually over many years with the highest demands on product quality.

“We see ourselves as both trend scouts and trendsetters,” says Ms. Swerak. “So regular visits to fashion capitals like New York, Paris, London or Milan are an important source of inspiration for us. Our products are trendy and look very valuable. When it comes to product quality and safety, we take our responsibility very seriously.”

p2 places the highest quality assurance demands on all its suppliers, and 88% of p2 products come from the EU. p2 cosmetics itself is ISO 9001 and IFS broker certified, and places these demands on all its presuppliers, which is also reviewed internationally in unannounced audits.

As the Dr. Beauty of p2, Ms. Swerak stands for transparency, professionalism and high customer service. Customers can find her beauty tips in the “Hand and Nail Magazine,” created especially for p2, as well as in regular look leaflets, which complete the appearance of the p2 counter.

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