The demands on retailers and manufacturers are increasing, the requirements of younger demanding customers are often not yet met. Many brands will have to rethink their positioning to continue to benefit from the positive development of the natural cosmetics market.

It´s been obvious that familiar structures and approaches are no longer reaching the many critical, networking customers. Elfriede Dambacher, owner of the consulting company naturkosmetik konzepte and program Chairwoman of the Natural & Organic Cosmetics Conference confirms this: 'the development of the market clearly shows how differently brands can grow. Many brands rely too much on their familiar marketing concepts.'

In his keynote presentation, Dr. Kay Hafner, founder and chairman of Hafner & CIE. Digital Change And Strategy GmbH, will share his perspective on this current topic and offer insights to the necessary revitalization of brands and what the prerequisites for authentic brand management are – of course the expert will also cast a critical eye on brand policies.

The former natural and organic cosmetics customer has little in common with today´s young, demanding customer. Wolf Lüdge, owner of the naturkosmetik verlag which, in cooperation with Vivaness, hosts the Natural & Organic Cosmetics Conference, states, 'retail is facing the significant …