Founded in 1956 by Dr. Michael Babor the brand BABOR has decades of experience in developing professional skincare for salons and spas and has been recommended by doctors since the beginning. With production facilities and labs based at or near the headquarters in Germany, it is has achieved to offer a unique proposition, the BABOR Trinity: high performance medical-like skincare that has maximum skin compatibility paired with the sensorial feel of luxury skincare – created in the most mindful and sustainable way. Today, BABOR skincare also is available in retail, and the brand shows this heritage and anchor distribution channel by adding “Expert Skincare. Made in Germany” as a brand subline next to its logo.
“As a brand that has been founded as a doctor brand we have been concentrating on the effectiveness of our products in the past, but not the emotional benefits that come with using them.” explains Rousselle the motivation to unite heritage and emotion. “Time well spent is the ultimate luxury in this volatile world”, Rousselle says. This experience may be at home, but also during a treatment with one of the more than 100.000 skincare experts that trust in the brand, globally. Consequently, while adapting its branding, the team behind the brand is also working on finetuning the treatment experience making sure that a BABOR treatment at spas and salons around the globe meet the same high brands standards that go with the products. The effects of such a BABOR treatment are science backed as it uses the expertise of six massage and health therapies – ranging from Kneipp therapy, reflexology, Traditional Chinese Medicine, classical massage therapy to connective tissue massage and lymphatic drainage. Most importantly, it offers a unique indulgent experience. Thus, BABOR has added the claim “Indulge in excellence” in its brand communication to reflect this positioning and strives to empower its audiences to take excellent care of themselves and enjoy time well spent. “While these two focus points are spearheading our communication strategy, the brand is firmly rooted our unique trinity: performance, luxury and sustainability.” she adds.
As the brand is creating a more consistent brand universe for its product lines BABOR, DOCTOR BABOR and DOCTOR BABOR Pro and is sharpening its product portfolio, it is also rolling out its “clean standard” for its skincare products. While already today many of the brand’s products are formulated accordingly, it is committed to achieving 100 % for its skincare assortment by 2025. This “clean standards” states that all BABOR products are to be free from silicones, parabens, pegs, microplastics, sulfates (LES / SLES), mineral oil, synthetic colorants, and non-certified palm oil without compromising on performance and luxurious textures.
