Cosmetic company Babor, based in the west German city of Aachen, was struggling with an aging image. Then Isabel Bonacker took a seat on the board and prescribed changes that went more than a little skin-deep.
Brands may not wrinkle or find themselves dotted with liver spots, but they can age badly too. Isabel Bonacker likes the comparison. The 49-year-old is an anti-aging expert. For three years, she’s been sitting on the board of directors at her family’s luxury cosmetics company Babor.
“Our image was a bit musty, although our products were highly innovative,” she said.