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In the colorful glittering world of cosmetics and skin care, the Junglück brand comes across as extremely modest.
The design couldn't be simpler: black caps on brown glass vials, white lettering.
Despite the markedly moderate appearance, Junglück is a noticeable phenomenon.
It is probably the most successful brand launch in the industry in Germany in a long time.
It only started literally from nowhere three years ago, and according to the company, sales in the double-digit millions are within reach.
Junglück founder Benedikt Klarmann consistently relies on the latest marketing trend in skin care.
Young women and men, fully focused on this topic, present their goods in blogs and on social media.
Skinfluencers, i.e. influencers when it comes to skin (“skin”), primarily target the young “Generation Z”, i.e. people under 25.
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To the viewer, the presentations sometimes seem like a mixture of Stiftung Warentest and the digital version of schoolyard chatter among best friends.
"Dry areas of skin bother me from time to time, but overall I would give my complexion an 8 out of 10 points," says skinfluencer Elina Dietrich, for example, to fans of her blog "Bare Minds".
"We talked about footbaths and breast care and what else was going on with Suse and me," says beauty blogger Hanna Schumi, something like the star of the industry, announcing her new podcast, a "conversation among friends".
Anyone who concludes that such airy topics are irrelevant is mistaken.
Skinfluencers have the power to make skin care products a success - or to sweep them off the market.
Hanna Schumi presents cosmetic products on her Instagram channel
Source: © Yelda Yilmaz
The American Hyram Yarbro is considered the world champion of the new guild.
When he recently denounced the apricot-scented skin peeling brand St. Yves in an 18-minute YouTube video (“There is nothing good to say about it”), so many young users around the world swore by the product that the manufacturer Unilever couldn't help but notice was able to grumble at the phenomenon.
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When the 25-year-old recommended the skin care brand Cerave via TikTok, sales in Great Britain soared 65 percent shortly afterwards, the Guardian wondered.
In the USA, Cerave was even sold out at times, to the delight of Cerave producer L'Oréal.
The TikTok network, which is particularly popular with teenagers and young adults, is considered to be a key sales channel.
"A lot of influencers - mostly women - deal with the subject of skin care.
It is playing an increasingly important role, ”observes Levin Vostell, managing director of the social media platform Influry.
Target group "relatively young, mostly around 20 years"
The most important target group is "relatively young, mostly around 20 years".
But young mothers are also increasingly getting their assessments online.
The presentation of day creams, jojoba oil or hyaluronic acid concentrates on TikTok, via blogs and on YouTube channels thrives on the personal touch.
The appearance that someone simply expresses his or her opinion is more important than scientific depth or advertising finesse.
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“Everyone now knows that influencers working in advertising are paid, financially or with products.
But that doesn't damage their credibility, ”says Vostell.
It is a question of considerable financial dimensions.
According to a rule of thumb, small influencers with less than 50,000 followers only receive a few hundred euros for a post, which can then be accessed on the Internet for a few months.
However, if you have half a million followers or more, you can expect remuneration between 10,000 and 20,000 euros for a post.
Stars like Yarbro or his 18-year-old US competitor Mikayla Nogueira can make millions with the same scam if they are clever.
According to Vostell, they play a similar role as an advertising medium as FC Liverpool legend Jürgen Klopp for Opel or designer Sylvie Meis for underwear from Aldi.
As a testimonial that publicly vouches for a brand by virtue of its own celebrities.
Yarbro's YouTube channel has over four million fans, while his 18-year-old US colleague Mikayla Nogueira has 2.7 million.
In Europe, in addition to Junglück, brands such as Paula's Choice or Hello Body primarily rely on influencers on the Internet.
But also for the classics of the industry and retail brands of drugstore chains like Balea von dm, what is said about them on the net is becoming increasingly important.
Not only the big skinfluencers are important, the scene is diverse.
Around 32,000 subscribers, for example, want to regularly see “Skin care tips against blemished skin, pimples and acne” on YouTube, presented by a certain Carla.
Leon, who says of himself that he is “the fat guy from the Internet”, has more than 380,000 subscribers on the Instagram picture network - still manageable compared to Yarbro or Nogueira.
Junglück inventor and market expert Klarmann, for example, does not rely so much on individual, outstanding showcase figures, but on a group of several dozen little-known micro-marketers.
Jungglück has its own team of four who take care of the skinfluencers associated with the hotel, provide them with products, advise them and, if necessary, negotiate fees.
Product and person have to go together
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“It's not just hardcore business, sometimes it's like being among friends,” says Klarmann.
"There is negotiation, but there is also gossip." It is always important that the product and person match, emphasizes the 33-year-old founder from Munich.
“Our focus is very much on finding the right influencers.
We want to know: How do they tick, do they fit in with our target group marketing? "
The marketers would have to represent the same values as the Junglück brand: "Sustainability is part of it, including veganism and social responsibility."
"Sustainability is at the center of interest with such skin care products," says Vostell, a market expert.
Then there is the subject of “Body Positivity”.
Message: "Regardless of whether you are tall or short, fat or thin, you can feel good in your body." A grateful thesis for Skinfluencer to bring jars and tubes to women and men to optimize the appearance.