Through the Red Door with Britta Hoffmann – an Elizabeth Arden column

My parents were both very hard-working and disciplined and set a good example for me; both professionally and personally. My mother was a great role model, because she always worked and was a wonderful mother at the same time. She used to say that we were one of her priorities, but not her only one. A very wise statement, because it shows that we all have to reconcile our different priorities and needs in order to be fulfilled and happy.

My childhood and youth were also characterised by a circle of great friends, many of whom I am still very close to. It’s great to have such loyal people in your life. People who have known you for so long and who you can rely on 100%, just as they can rely on you.

I value these close relationships very highly and this is perhaps the reason why I attach great importance to long-term and trusting partnerships in my professional life. I am very glad to work in a family-owned company that shares this view and gives me the opportunity to cultivate such partnerships in my work.

And your love of languages and travel, where did that come from?

As a child, my family and I always travelled a lot, especially in Europe. My love of languages has been a part of me since childhood. I studied French and English at school and took courses in Italian and Russian.

Unlike my brother, who never wanted to be far from home, I always wanted to go out into the world. At the age of 19, I was lucky enough to spend a year abroad through a course that took me to Sydney for six months and then to Barcelona for another six months. It was there that I discovered my passion for Spanish.

I lived with local families in both cities. That allowed me to experience the people and culture in a different and more intense way. And that further strengthened my love of travelling. The experience had a lasting impact on me. I learned that you only grow when you move out of your comfort zone.

I knew then that I wanted to study and went to the International School of Management in Dortmund to gain a degree in tourism and hotel management. Through my studies I spent a semester in Malaga in Spain and another in San Diego in the US, with a short study time at Berkeley University as well.

I completed my studies in 2004 and, after three internships, followed another love: the world of fashion. I joined the family-owned German company Peek & Cloppenburg on a General Management Trainee Programme and quickly discovered a new passion for purchasing and curating the best assortment for consumers.

I was drawn to categories and brands that tell a strong story, stand for craftsmanship or simply inspire with their pure aesthetics. My passion for intercultural work and the development of international product range strategies intensified when I moved to the then newly opened Peek & Cloppenburg headquarters in Vienna, where I was Purchasing Manager for the Baltic region and Eastern European countries.

What led you to Gebr. Heinemann and into the world of perfumes & cosmetics? What would you say are the most exciting aspects of your job?

It was my first job at Peek & Cloppenburg that set the course that led me to Gebr. Heinemann. After my traineeship, I started as a buyer in the Frankfurt am Main branch. I was responsible for purchasing, but at the same time, as a newcomer to the job, I was also in charge of the sales team with over 40 employees, all of them sales staff.

It was a big challenge; one I really enjoyed, and it increased my enthusiasm for sales. I knew then that I loved working with people – ideally also in a leadership position – and the whole world of purchasing and direct contact with customers. But of course, everything has its time and after six years I was ready for the next step. I wanted to be closer to family and friends, and I was looking for a new challenge.

I wanted to continue my career in purchasing, ideally in fashion, and Gebr. Heinemann’s reputation as a good employer with a strong, people-focused culture attracted me. A job offer, however, came from the company’s Perfume & Cosmetics division. I started in December 2010 and was lucky enough to report to Inken Callsen. Formerly in charge of the purchasing of Perfume & Cosmetics and now CCO, Inken was not only my boss but also became a good friend and supporter.

After two years, I took on the role of Head of Buying. I realised how much I loved working with a team; helping identify and build on strengths, encouraging team members to reach their potential and seeing them ultimately succeed. That’s what still drives me and keeps me on my toes.

In April 2015, Gebr. Heinemann’s former Chief Commercial Officer Kay Spanger asked me to serve as interim Director of Perfume & Cosmetics for one year, to replace Inken during her second maternity leave. I was very fortunate to have Kay as another strong supporter. I took on the full role of Director Purchasing & Cosmetics in 2016.

What I particularly love about my job is that no two days are the same. Travel retail is a very dynamic channel and above all a people business. You have to deal with multiple countries, sales channels, cultures and customer profiles and in this environment I have the possibility to set my strengths to use every day.

The beauty category has really evolved over the years. It’s powerful and diverse now, which makes my job even more exciting. I love developing the category; strengthening established brands, looking for new trends and introducing new brands to travel retail. It’s a job with a truly global perspective; you have to think globally but act locally.

Working in a family business gives me the right framework to realise a long-term vision. At Gebr. Heinemann we have built long-term partnerships with our industry partners and I really enjoy continuing to strengthen these as well as establishing new ones.

Let’s consider mentorship and empowerment and your personal experiences during your career.

Offering a mentoring programme is one of the best ways for companies to support and strengthen their employees in their personal development. And I am delighted that Gebr. Heinemann has projects which are very popular with employees.

Although in my case it was never officially called mentoring, I was very lucky to have two supervisors at Gebr. Heinemann, Kay and Inken, who fulfilled this role for me and have supported me throughout my career. Both are extremely knowledgeable and experienced not only in travel retail but also in the beauty category and I have received great guidance and learned a lot from them.

I’m very happy to have had the opportunity to mentor several times myself throughout my career. On the one hand, I’ve really enjoyed being able to offer advice and support and share knowledge and experiences. On the other, I’ve received a lot of impulses which have inspired me as well. I see mentoring always as a two-way street.

My most important insights? Connection, communication and collaboration are key. Through my own experiences, both positive and negative, I have learned the importance of empowering yourself and being empowered as this leads to higher overall satisfaction, better collaboration and higher productivity. Together with my team, we strive to empower ourselves and others by encouraging creativity and innovation, but also by simply providing our teams with the resources, authority, opportunities and motivation they need to do their jobs.

What defines good leadership for you?

The topic of leadership is very close to my heart because there are so many reasons why good leadership is important. Good leadership builds trusting relationships, motivates people, improves morale and inspires confidence, to name just a few examples.

For me, strong leaders need to combine three key roles: architect, bridge builder and catalyst. They should bring integrity, self-awareness, courage, respect, empathy and gratitude to the job, while also being able to learn and exert their influence while communicating and delegating effectively.

It’s important not to be afraid to make decisions and not to delay them or let personal views get in the way. And of course, you need to love what you do, because this passion and enthusiasm is transferred to the team.

And the importance of setting goals?

I have always been very determined, coupled with a strong will. One of my most important lessons in life is how important it is to have a goal and the will to achieve it.

As a teenager I was super sporty: swimming, running and later yoga. I also dreamed of running a marathon. So, inspired by an equally sporty group of friends, I started training and with my determination I finally made it to the Hamburg Marathon in 2013.

It was a moment I will never forget, not just the running and crossing the finish line but the realisation that if you really want something, you can do it. Of course, there are limits to this and not everything can be achieved all at once; everything has its time. But I think that this motto applies to everything in life and with that in mind, I fared really well.

How do you manage to balance career, family, friends and interests?

It’s not something you can achieve alone. You need a partner who has your back and is really willing to share the load. I am very lucky that my husband Heiko is such a partner. After the birth of our daughter Helene, I decided to go back to work relatively quickly as I have always loved the professional challenge. So Heiko stayed at home until we had found a balanced system of childcare.

It had to take into account his commute, my workload and many business trips, as well as my respective bosses, who always supported me in making the balance between family and management as easy as possible. We also have the support of two wonderful babysitters and can count on my mother as well, who is a great help. Of course, it is often very challenging and requires a lot of planning and good communication. But we’ve found a good way for us to balance work and family, while still leaving time for personal interests and friends, who we still manage to see regularly.

I still run, not marathons, but family runs with Heiko, Helene in her pushchair, and our dog Hille who is also a vital part of our family. I like to call them my three Hs.

My husband and I share a passion for travelling, trying out new restaurants and visiting art exhibitions. As a couple we also think that looking beyond our own immediate life situation is very helpful in putting things back into perspective and feeling the appropriate inner balance and gratitude. We feel that it is very important to help and support others within our own means.

Some years ago, we decided to work in a home for orphaned children in Thailand. We were able to participate in their daily lives and help wherever needed. We are still in contact with the home. The time there moved me to my core. I think about it a lot; a lasting experience which still shapes us today. And one I would like to repeat, perhaps even with our daughter.

You are very involved in Gebr. Heinemann’s sustainability strategy regarding supplier portfolios and assortments. Can you tell us more about this?

Gebr. Heinemann has set out to make sustainability a tangible experience for travellers in its shops. This cannot work without cooperating with the industry and suppliers and I was very happy that I got the chance to actively take part in shaping our sustainability strategy in this regard.

The company’s Future-Friendly concept was initiated by my team. Curated across several product categories, the concept supports generating a substantial part of sales through sustainable products, with both suppliers and their products assessed for sustainability.

I am also very proud of the sustainability partnership we have entered into with L’Oréal, which was announced at the TFWA World Conference & Exhibition in Cannes this year. L’Oreal and Gebr. Heinemann have been working together for decades in a spirit of trust. Like Gebr. Heinemann, L’Oréal is ambitious and committed to making a sustainable impact. Both share the conviction that companies can be both green and profitable and a common sustainability roadmap has been defined that covers targets and projects in Assortment, Point of Sale, Supply and Social Engagement.

Gebr. Heinemann’s aim is to create a sustainable overall concept that travellers can immerse themselves in and is very happy to do this together with industry partners.

Looking over your career, how has the travel retail industry and particularly the beauty category changed?

It’s a fantastic industry to work in; dynamic, international, people-focused and overall, a very close-knit community that I love being a part of. We’ve seen a strong comeback of the travel retail industry after the difficult circumstances during the pandemic. Constant change is the new norm within the business, and that comes with new opportunities and challenges.

I believe important industry trends, such as digitalisation, sustainability, the importance of personalisation, the need for innovation and diversity are also crucial for the beauty category. With the rise of social media and influencers, the beauty industry has changed dramatically in recent years.

Consumers are much better informed and have a greater understanding of ingredients used in their products, hence there is a great need for transparency. The category has also become more inclusive and diverse, appealing to a wider range of skin tones and types.

Since I started my career in travel retail, the category has become more dynamic and diverse and therefore much more exciting for me.

You mentioned diversity. What still needs to be done?

When we talk about diversity today, especially in the workplace, we often limit it to gender, although it also includes different age groups, sexual orientations, religions, languages, abilities, professional, socio-economic and educational backgrounds.

When I look at our industry, I think we all understand the importance of fostering diversity in the workplace. Nevertheless, we still have a long way to go. The lack of women in senior management is clearly there, but as always, it’s a two-sided coin.

We need companies to facilitate career paths for all types of working models, be it part-time or job sharing. But we also need more women to be bold, not hold back and claim a career for themselves, because they are good and deserve it.

Within the beauty industry diversity and inclusion are highly important as well. It needs to encompass much more than skin colour, and take into account gender, sexuality, age, lifestyle and the individual needs of each person. Today’s beauty consumers are looking for unique, personalised products and want brands that focus on their individuality.

The category and its brands play a very strong role in the lives of young women and men today. They have a very big influence, but also a big responsibility. A responsibility to show them that beauty is unique and diverse, a responsibility to help them feel good about themselves, beautiful and happy just the way they are. It is great that more and more brands are promoting a much more diverse view of beauty, but there is also still a long way to go from my point of view.

What advice would you give a young Britta if she was starting out in travel retail now?

Follow your passion and believe in your abilities and possibilities. If you hear negative and false accusations, don’t waste energy on them. Just know who you are and what you can do. Failure is an important part of your life as it helps you grow and become more resilient. Look for people who lift you up, who support you and who make you better; this applies to your personal circle of friends, but also to the company you work for.

The travel retail industry is fantastic to work in. Take full advantage of the many exciting opportunities, be flexible and gather as many experiences as possible. ✈