COSMETICS
NOW
“With my background
knowledge i have worked
my way up from
Biotherm homme
to Shiseido.”
Falko Diener directs the E-Commerce
department of City Parfümerie from his
office in Munich. Photo Picture PeoPle
Herr Diener, City Parfümerie stocks a wide
selection of products for men. Have you been
able to identify any particular trends? What
products are men already ordering online?
Basically, most men still use perfumeries pri-
marily to buy gifts for their mother, wife, girl-
friend or lover. And here, a good fragrance
comes at the top of their list. But more and
more men are buying so-called professional
skincare products for men. But this isn’t just a
kind of trend, it’s a sustainable, growing
market – of that there is no doubt.
You work in the beauty sector yourself. Are
there brands that you would recommend?
What do you use yourself?
Indirectly I would recommend brands such as
Estée Lauder, SENSAI, Clarins and La Prairie.
42 DELUXE
The cosmetics industry has just discovered men as
a target group for niche products. One blogger
from Great Britain has al