Germany surpasses all Western countries in mobile usage, with 29% of media consumption occurring on mobile devices. Even though smartphone ownership (40%) lags behind France and the U.K., more mobile-owners participate in mobile commerce. 97% of German mobile owners have researched a product on their phone, and 32% have made a mobile purchase. 21% of female consumers have purchased a cosmetic product on their phone.
Neutrogena and Shiseido have taken advantage of the population’s phone habits by offering mobile coupons. Neutrogena became one of the first beauty brands to participate in mobile coupons in July 2013, partnering with NFC-enabled German mobile couponing platform Coupies to give €1 off its Nordic Berry line.
Shiseido partnered with location-based couponing app Gettings to offer samples of its Ibuki refining moisturizer. 500 cosmetics stores across the country featured a poster for app-owners to scan to receive an in-store invitation covered in flowers. The customers had to virtually blow away the flowers to receive an offer for in-store redemption.
Despite openness to e-commerce, German customers have an aversion to mobile advertising. Shiseido and Neutrogena, featured in a flash of genius in our Digital IQ Index: Beauty | Germany, found less imposing methods to promote their products to a younger, digital savvy generation.