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Schwan-Stabilo Cosmetics is celebrating the first year of existence of its us plant in Murfreesboro

A year ago, the Schwan-Stabilo Cosmetics GmbH & Co Group was inaugurating the launch of its new plant in Murfreesboro, Tennessee. Amount invested, 40 million dollars. This new site, which brings together in a single location all the German Group’s productive strike force, was previously located in Piscataway, New Jersey and in Lewisburg, Tennessee. The new Murfreesboro site employs 350 people. One year on, how is the situation concerning this production tool but also the strategy of the Group in the US? Overview with Thomas Krasser, Senior Vice President Sales Americas, Schwan-Stabilo Cosmetics GmbH & Co. KG.

Thomas Krasser, Senior Vice President Sales Americas, Schwan-Stabilo Cosmetics

Thomas Krasser, Senior Vice President Sales Americas, Schwan-Stabilo Cosmetics

Premium Beauty News - Can you take stock of this first year in Murfreesboro and maybe tell us more about your plans for the future?

Thomas Krasser - It’s been a great journey and we are very happy with the results so far. Production is in full swing, and we are just in the process of extending the local product portfolio with custom-made, innovative formulas and new products. In addition to product development and manufacturing, the focus is also on turnkey solutions and supply chain services that are geared towards the individual needs of our customers and are thus meeting the dynamics of the market.

Premium Beauty News - The American market has always been important for Schwan Cosmetics. But this year is special for your company, isn’t it? And you are returning to MakeUp in New York !

Thomas Krasser - Yes, definitely. It is exactly one year since we took the very important step of opening our Competence Centre in Murfreesboro, Tennessee. With our state-of-the-art plant and the label Made in the USA we offer our American customers exclusive added value and have taken the importance and the needs of the US consumer market even more into account. In Murfreesboro we develop and manufacture a large variety of cosmetic products exclusively offered on the US market – this clearly reflects how focused we are on American consumers and their specific needs.

With this year’s MakeUp in New York, we’ve now come full circle, and are happy to again be part of this important beauty industry platform. This is also the perfect occasion for thanking our customers who have accompanied us on last year’s journey.

Premium Beauty News - Which product novelties and innovations will you present this year?

Thomas Krasser - This year’s Zeitgeist & Colour Trend presentation is all about change. The three trend topics – Emancipating, Transforming, Awakening - represent different types of women, symbolic for an ever-changing world. In keeping with this vision, we will show a wide selection of innovative products for different skin types and applications.

Especially for the American market, our R&D Team in Murfreesboro developed a new, highly nurturing lip butter generation, which will be shown in a Limited Edition Collection. Another focal point is the launch of unique applications for Liquid Liners. Visitors can look forward to an extended range of our popular pen-type products plus a new Liquid Liner Tool that allows several line widths (such as cat eyes) and – thanks to its 24h durability - is also suitable for body tattooing.

Interview by Jean-Yves Bourgeois

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