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Before investing in the market, understand whether the model can work.

The core question:

Should this brand enter Germany and Austria — with which products, at what price, through which channels and under what conditions?

What We Assess

  1. Competitive Landscape
  2. Product & Hero-SKU Assessment
  3. Germany & Austria Positioning
  4. Pricing & Margin Architecture
  5. Commercial Packaging Review
  6. Route-to-Market Recommendations.

1. Competitive Landscape

We analyze the most relevant competing products in Germany and Austria.

Depending on the category, we review:

  • positioning;
  • USP;
  • hero products;
  • key actives & INCI;
  • RRP;
  • pack size;
  • promotional activity;
  • major retail presence;
  • strengths and weaknesses.

Deliverable: a structured competitor benchmark table with product names, pricing, pack sizes, retail availability and direct purchase links. This gives you a practical market reference — not just a strategic conclusion.

Our goal is to determine:

Where is the commercial gap this brand can realistically occupy?

2. Product & Hero-SKU Assessment

Not every good product should be launched first.

As part of the standard scope, we assess one brand and up to 4 priority SKUs selected by the manufacturer.

The manufacturer nominates the products it currently considers most relevant for the German and Austrian markets based on its own portfolio knowledge, sales experience and strategic priorities.

We then evaluate these SKUs based on:

  • formulation;
  • active ingredients;
  • ingredient combinations;
  • potential efficacy;
  • claims;
  • differentiation;
  • consumer relevance;
  • competitive intensity;
  • price-to-value ratio;
  • retail potential.

Based on this assessment, we determine whether any of the selected products have strong hero-SKU potential for Germany and Austria — and, if so, identify the strongest candidates.

3. Germany & Austria Positioning & Channel Fit

We develop a positioning recommendation specifically for Germany and Austria.

Not simply a translation of existing global positioning.

The core question is:

Why should a consumer in Germany or Austria choose this brand instead of the alternatives already available?

We define:

  • target consumer;
  • consumer problem;
  • category positioning;
  • core value proposition;
  • key differentiators;
  • reasons to believe;
  • hero message;
  • recommended USP;
  • buyer-facing proposition;
  • recommended sales channels

We also assess which sales channels best match the brand’s positioning, price level and product category.

Depending on the product, we may recommend:

  • major retail;
  • selected e-commerce;
  • DTC;
  • pharmacy;
  • professional channel;
  • or a combined model.

4. Pricing & Margin Architecture

A strong product can still be commercially unviable if the pricing structure is wrong.

That is why we model not only the final RRP, but the entire commercial chain:

Manufacturer → Distributor / Importer → Retailer → Consumer

We assess:

  • RRP incl. VAT;
  • RRP excl. VAT;
  • retailer margin;
  • distributor margin;
  • promotional allowances;
  • potential markdowns;
  • maximum commercially viable purchase price;
  • manufacturer contribution margin.

Common Pricing Mistakes That Kill Sales

We frequently see brands underperform not because the product is weak, but because the pricing architecture is wrong.

Typical mistakes include:

  • setting the RRP below what the market could realistically support;
  • setting the RRP at a level that makes the full margin chain uncompetitive;
  • leaving too little margin for retailers or distributors compared with established market standards;
  • failing to account for promotions, markdowns, logistics and other commercial costs;
  • allowing uncontrolled discounting across resellers, which damages price perception and brand value.

The problem is not only the final consumer price.

The entire commercial structure must be competitive with the conditions already established in the market.

Our Advantage

We work with multiple skincare brands and have direct experience with wholesale models, retailer discounts, distributor margins and commercial conditions. This allows us to build pricing structures that reflect what the market is actually accustomed to — while remaining competitive for consumers, attractive to retail partners and viable for the manufacturer.

Our task is not only to answer:

Can the product sell?

but also:

Can the commercial model scale?

5. Commercial Packaging Review

We assess the packaging from a commercial perspective — how well it supports the brand’s positioning and how ready it is for real retail environments.

We review:

  • whether the packaging clearly communicates the key USP of the brand and product;
  • whether consumers can immediately understand what the product is and why it is relevant to them;
  • whether the visual execution supports the intended price segment;
  • how the product is likely to perform visually on shelf next to competing brands;
  • whether the product range looks consistent, clear and commercially coherent;
  • how practical and durable the packaging is for retail and logistics, including resistance to scuffing, print wear and transport damage.

At the initial market-entry stage, we do not assume that the packaging must be fully redesigned for Germany and Austria. The goal is to identify only those changes that could materially improve product perception, positioning and retail readiness.

6. Route-to-Market Recommendations

At the end of the assessment, we consolidate all findings into a clear set of market-entry recommendations.

The final recommendation depends on what the analysis shows.

If the brand has a strong and viable market position, we define the recommended next steps, including:

  • recommended positioning;
  • priority products;
  • target price level and margin structure;
  • recommended sales channels;
  • packaging adjustments, where relevant;
  • key commercial priorities before launch.

If the brand has potential but important elements need to be corrected, we clearly identify:

  • what is limiting commercial viability;
  • what needs to be changed;
  • which issues should be solved before launch;
  • and what steps are required to improve market readiness.

If we do not find a commercially viable positioning or route to market, we state this clearly and explain why.

Result:

  • Clear Go / Adjust / No-Go Recommendation
  • Prioritized Next-Step Action Plan

Investment

  • Germany + Austria
  • 1 brand
  • Assessment of up to 4 priority SKUs
  • 4-week project
  • Final strategic session
  • Commercial Viability Assessment
  • Go / Adjust / No-Go Recommendation
  • Prioritized Route-to-Market Action Plan

€8,900

Additional SKU Assessment

+ €1,900 per SKU

Interested in entering Germany & Austria?

Tell us about your brand.

Please email us a few details about your company, product portfolio and plans for Germany & Austria:

  • full name;
  • company / brand name;
  • website;
  • country;
  • mobile phone number;
  • product category;
  • approximate number of products;
  • whether you already sell in the EU;
  • what you are currently looking for: market assessment, retail validation or distribution partnership.

You are also welcome to attach your company presentation, product catalogue or other relevant materials.

We will review the information and materials you provide. If necessary, we may contact you for additional details to better understand your brand and current market-entry plans.

If we see a potential fit, we will invite you to a short introductory video call to discuss your objectives, explain the project scope and determine the most appropriate next step.

If both sides decide to proceed, we will then provide a clear project proposal with the agreed scope, timeline, commercial terms and required next steps.

Send Brand Inquiry →