Niche fragrances are a top beauty trend – and the hottest “made in Germany” fragrance collection is from Mäurer & Wirtz. This is corroborated by the highest accolade, “Gold”, in the “Excellent Brands – Beauty & Care” that Acqua Colonia Collection Absolue won at the German Brand Award 2025. The award recognises brand successes that set standards and demonstrate particular entrepreneurial courage.
Mäurer & Wirtz is successfully shaping the fragrance and marketing industry on its way to becoming a top international player. One year after its market launch, the Acqua Colonia Collection Absolue by 4711 has won the German Brand Award for outstanding brand strategies, because the fragrance series has proven itself to be absolutely relevant for buyers due to current fragrance preferences and positions itself clearly, convincingly and with a view to the future. Stephan Kemen, CEO of Mäurer & Wirtz, sees the coveted award as reinforcement of the strategic direction: “The 4711 umbrella brand has had more than 230 years of experience in fragrance craftmanship. There are very few other brands that can look back on such expertise, and have so much passion and knowledge in the art of haute parfumerie. Receiving the German Brand Award confirms that we have chosen exactly the right moment to launch a niche fragrance collection – we have the expertise for this and our highly exclusive concept captures the contemporary zeitgeist.“
“Gold” for the exclusive collection from the 4711 fragrance creator
For 15 years, 4711 has been pursuing a strategy of premiumisation with the Acqua Colonia base line. The Collection Absolue has now expanded the already successfully established Acqua Colonia premium segment by seven references from the high-priced niche segment. Since its launch, the top-of-the-line Acqua Colonia Collection Absolue range has captivated consumers and industry experts alike. In the Excellent Brands discipline, which awards the best product and corporate brands in an industry, the fragrance brand received Gold – the highest award – in the main category “Beauty & Care”. An award that sets the future course for the fragrance industry. And indeed, the luxurious eaux de parfum from the 4711 fragrance creator represent exactly those olfactory profiles that perfume lovers currently prefer. The trend is towards opulence, sensuality, complexity in fragrance composition, a high concentration of fragrance oils, unusual ingredients, oriental perfumes and gourmand fragrance notes. Among the bestsellers among 4711’s olfactory masterpieces are the Smoky Tonka, Amber Mandarin and Majestic Leather variants – perfect examples of the sort of perfumes that meet today’s standards for a luxurious fragrance. The price positioning, distribution and communication of the 4711 Acqua Colonia Collection Absolue also reflect the exclusive sophistication of the fragrance brand.
German Brand Award – the award for successful brand management
“For a fragrance brand, brand management is more than just a logo and look – it is emotion, memory, identity. Especially because fragrances are so fleeting, every moment in which we reach and move people counts. Receiving an award for this shows that our storytelling is effective – even when the fragrance has dissipated,” says Stephan Kemen. The German Brand Award has been presenting and awarding unique brands and brand makers since 2016. Initiated by the German Design Council and judged by a high-calibre panel of experts from the brand economy and brand science, it comprises independent, interdisciplinary experts from the worlds of business, science, consulting, services and agencies.
The German Brand Award has been presenting and honoring unique brands and people behind the brands since 2016, initiated by Germany’s design and brand authority, the German Design Council. The jury consists of a high-caliber panel of experts from the brand industry and brand science, including independent, interdisciplinary experts from companies, science, consulting, services and agencies. The jury justified the top award for the niche fragrance collection in the “Beauty & Care” category as follows:
„With the 4711 Acqua Colonia Collection Absolue, 4711 demonstrates an impressive evolution of its historic fragrance expertise. The collection masterfully combines tradition and modernity, harmonizing natural ingredients with artistic scent compositions. The strategically considered design – from the luxurious bottle to the high-quality packaging – underscores the brand’s premium positioning. Communicatively, the project excels with its clear focus on exclusivity and timelessness. This brand project sets benchmarks in its category and impresses with its consistent and coherent execution on all levels.“
The winners were honored this year on June 26, 2025 at the official awards ceremony at the Uber Eats Music Hall in Berlin.
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