Schwan Cosmetics opens new pencil manufacturing facility

By Deanna Utroske contact

- Last updated on GMT

cosmetic pencils in action (image via Schwan)
cosmetic pencils in action (image via Schwan)
The German company celebrates the grand opening of its new US site this month and will be producing the its signature products there—color cosmetic pencils for eyes, lips, face and brow.

Previously, Schwan operated two US facilities: one in the North East in Piscataway, New Jersey, and another in Lewisburg, Tennessee. The new facility, opened last week in Murfreesboro, Tennessee, consolidates the company’s presence in the Sates.

“The new Schwan Cosmetics USA will be a full service private label supplier continuing to build on Schwan Cosmetics’ heritage of developing and introducing innovative, market driven color cosmetics,” ​Barbara Bauer-Kropf, executive vice president of sales for company, explained when the location was first selected.

Commenting on the company’s presence in Murfreesboro, Jörg Karas, general manager of Schwan Cosmetics tells the press, “Our intention is to convey a distinct and honest message to our customers, employees and neighbors: a relentless commitment to exceptional quality, a spirit of innovation, and exceptional service and value.”

Looking sharp

Looks matter in the beauty business. So the company asked design firm Gresham, Smith and Partners to ensure the site would make a good first impression on visitors. “The open layout and neutral palette help to strategically highlight branding elements,” ​according to Architecture magazine, which reported on the project in its design phase.

“The first appearance of our premises is an important factor in Schwan's brand position and is one of the groups' main goals,” ​confirms Karas.

The new 173,000 square foot facility is more than a manufacturing site. It’s the Schwan Cosmetics US headquarters and as such comprises substantial office space.   The building “maximizes adjacencies to encourage collaboration between manufacturing employees and office employees,” ​reported Architecture magazine.

Local color

Regional news outlets are focusing on the expected positive economic impact that the new Schwan facility will make. The cosmetics manufacturer will certainly bring dollars to the town of Murfreesboro, Tennessee.

“With this $40-million investment, Schwan Cosmetics will provide about 350 jobs in Rutherford County,” ​reports, an outlet that covers news for the county that includes Murfreesboro.

Lasting reputation

A fifth-generation, family-owned company, the Schwan STABILO group has a long history as of making cosmetic pencils and related products. Initially in the business of pens and pencils for writing, the private label manufacturer now concentrates on the cosmetics industry and takes pride in its direct moulding process and having developed an early mechanical pencil.

Schwan Cosmetics operates facilities in not only Germany and the US but also South America (Mexico, Columbia, and Brazil), the Czech Republic, China, Indonesia and has a finishing partner in South Africa.

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