Caffeine shampoo marks 100 million global unit sales
Alpecin, Germany’s best-selling men’s shampoo¹ which is fast gaining popularity in SA, has produced its 100 millionth unit, the manufacturers have announced.
The German-based, family-owned Dr. Wolff Group, has achieved double-digit growth for several successive years for its caffeine shampoos for men (Alpecin) and women (Plantur), the company said in a statement from its Bielefeld head office.
“Our 100 millionth bottle is a major milestone. To prepare for further internationalisation, we will invest tens of millions of euros in production, logistics and the expansion of administration at our Bielefeld site over the next two years”, said managing partner, Eduard R. Dörrenberg.
Growth has accelerated since 2005 with the launch of Alpecin and Plantur in Asia and Africa, alongside Europe. Caffeine-based hair care products are responsible for over 50% of the group’s overall growth and are exported to over 40 countries. In Asia, Alpecin is the top selling product to assist in preventing hair loss.
In the first quarter of 2015, exports of Alpecin increased by 54% compared to the same period the previous year.
“In Germany, Nielsen market research has shown that Alpecin’s 250 ml bottles of C1 shampoo are currently the best seller in pharmacies”, said Dörrenberg.
Distinctive marketing has helped drive sales with the 2015 sponsorship of Team-Giant Alpecin on the UCI world cycling tour set to create further global Alpecin brand awareness.
The Dr Wolff Group’s caffeine-based products are produced at state-of-the-art facilities in Bielefeld where a specially developed magnetic floating belt principle is able to produce 220 bottles per minute. On average 210 000 bottles are produced daily.
Ten years ago, Dr Adolf Klenk, head of R&D at Dr Wolff, developed a formula which transports caffeine to the scalp and hair follicles in just two minutes and which has been proven by various studies to assist to strengthen and protect weakened hair roots (see here: http://www.alpecin.co.za/en/research/studies.html).
According to a recent study, over a third of SA men and women over 30 suffer from hair-loss.
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¹ Nielsen’s 2014 shampoo ranking in Germany (available on request)
More info: Craig Doonan/Hudah Levendall (021) 785-3683
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