Cosmetic Cosmos

Babor Beauty Shines Up

Babor beauty spa by babor
A new image helped German cosmetics company Babbor to find more customers, giving its business a new lease of life.
  • Why it matters

    Why it matters

    A new image helped German cosmetics company Babor to find more customers, giving its business a new lease of life.

  • Facts

    Facts

    • German company Babor cosmetics was founded by chemist Michael Babor in 1956 and has 350 employees.
    • The company had sales of €90 million in 2013.
    • Isabel Bonacker joined Babor’s board of administration in 2013 as brand ambassador.
  • Audio

    Audio

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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.

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