Like many other large chains, drugstore giant Rossmann has its own beauty house brand. But in fact, despite its extreme presence in stores, little is known about Isana: Where does the name come from? What does the brand do in terms of transparency and sustainability? And where are the products available everywhere? Tikbow looked into the matter.
What is part of Isana?
In 1998, Rossmann launched its own beauty house brand – 26 years after Dirk Roßmann founded the drugstore chain. According to official company information1 The Isana range now includes üover 750 products: In addition to shampoos, shower gels & Co. also include special care series for men (Isana Men), for children (Isana Kids), for young skin (Isana Young), for sensitive skin (Isana med) and its own product range for hair color and – care (Isana Professional).
Why is Isana actually called Isana?
When Rossmann launched its beauty brand 22 years ago, it was christened Isana. Why? "Because the succinct name sounds very catchy and harmonious", says Rossmann employee Bjarne Betz in response to a Tikbow inquiry.
Where is Isana manufactured – and how much turnover does the beauty brand make?
Where Isana care products are manufactured remains a closely guarded secret. It is also unclear how many millions the drugstore chain’s own brand generates each year. After all, according to Rossmann’s own figures2 2020, with its 2,233 stores in Germany, achieved sales of 7.33 billion – in the previous year, the figure was seven billion euros. If you include the seven countries in which a further 2,011 stores are operated (Poland, Hungary, the Czech Republic, Albania, Kosovo, Spain and Turkey), the figure is as high as 10.35 billion euros.
Successes and success stories
Just under three years ago, Rossmann launched a major advertising campaign under the motto “Care for the day!”, the aim being to leave a positive and lasting impression in people’s minds, says Bjarne Betz. There has already been a first measurable partial success: in a survey conducted by the German Society for Consumer Studies (DtGV) in 2019.3 the brand secured first place in "lip care" ahead of Weleda’s natural cosmetics. In the process, it achieved the best result in the categories of "quality" and "value for money".
Animal testing, microplastics, controversial ingredients – the issues that cosmetics manufacturers have to deal with today are many and varied. Rossmann informs interested customers via social media about product information regarding transparency, sustainability and environmental awareness. However, with great success, negative reports are also known to occur: Like many other brands, Rossmann has already had to recall products due to potential health risks. This happened, for example, at the beginning of 2018 with the "Isana Lift Triple eye cream", as the online portal Produktwarnung4 reports. In fact, the trend is rising: according to a report by Wirtschaftswoche.5 the number of Rückrufen in goods such as food and cosmetics has doubled from 2015 to 2019.
– 1 Isana, the matching care – day after day, Rossmann.de
– 2Business figures 2021, company.rossmann.de
– 3Survey of customer satisfaction with lip care brands 2019, DtGV
– 4Rückruf: Hospital germ- Rossmann recalls ISANA Lift Triple eye cream, Produktwarnung.eu
– 5Nearly 100 food warnings in the first half of 2020, Wirtschaftswoche.