Cosmetics goes cloud

The cosmetics industry is creative, fast-paced and globally connected – but growth in this dynamic environment also requires IT that can keep pace. Companies such as cosnova not only need to efficiently manage globally distributed teams and communication processes, but also offer a modern, flexible working environment in order to attract and retain talent. Here, we show you the role that cloud solutions play in this and how cosnova is taking its collaboration to a new level with Microsoft 365 and Teams telephony from Vodafone Business.

The Challenge

Flexible structures for strong growth

The cosnova Group has grown rapidly since its foundation. In 2008, a branch office was established in New York from the headquarters in Sulzbach, followed by Milan and São Paulo (Brazil) in 2017 and a subsidiary in Paris in 2018. This was accompanied by a sharp increase in the number of employees and turnover. The company's IT and communications structure and internal processes must keep pace with this rapid growth. To this end, cosnova is increasingly relying on cloud-based solutions and modern communications products. This also plays a central role in the strategically important issue of employee recruitment: in order to attract the large number of talented individuals essential for strong growth in times of skilled labour shortages, cosnova attaches great importance to offering its employees a modern and flexible working environment.

When the telecommunications system used until then proved to be outdated in 2019, cosnova decided to switch to a virtual telephone system. However, the provider initially commissioned was unable to deliver on either a technical or project management level. As a result, the company decided just one year later to rely consistently on Vodafone Business for its internal communications.

The Company

From Sulzbach to the world

Founded in 2001 and headquartered in Sulzbach (Taunus) near Frankfurt am Main, the cosnova Group is a globally active family-owned company that distributes the decorative cosmetics brands essence and Catrice in around 90 countries. In 2024, cosnova achieved net sales of €954 million, making it one of the largest decorative cosmetics companies worldwide. Since its foundation over 20 years ago, the company has grown significantly: around 900 employees at international locations are committed to the success of the company every day.

The Solution

Microsoft 365 and Teams telephony from a single provider

As the basis for the complete changeover, cosnova switched the licensing of the company-wide Microsoft 365 platform to Vodafone Business in 2021. Vodafone also integrated the existing telephony system into Microsoft Teams and took over the training of cosnova employees. The company's existing landline numbers were migrated to the virtual PBX, and special functions such as hotlines were also transferred without any problems. Now, all cosnova employees have access to a modern range of communication options that everyone can use according to their individual needs.

At the same time, the Microsoft Teams-based solution strengthens and improves internal collaboration between employees at the various cosnova locations. The communication environment established by Vodafone Business thus also takes into account the changing habits and requirements of employees: ‘We now mainly use video conferencing via Microsoft Teams for internal and external communication,’ reports Jens Gädeke, Director of IT at cosnova. ‘In contrast, traditional telephone calls have decreased significantly.’

Jens Gädeke continues: "The solution based on Microsoft 365 and Microsoft Teams provides us with ideal support for our growth. For example, new employees or new locations can be added to the business portal with just a few clicks. Vodafone Business has clearly proven its good reputation for cloud solutions. The unbureaucratic availability of contact persons is convincingly geared to the needs of a medium-sized company, while at the same time we get the security and reliability that a large corporation offers. In our daily collaboration, it is clear that Vodafone and cosnova are both innovative companies that are clearly looking ahead."

This shared vision for the future also includes further projects that both partners want to tackle in the near future. These include an expansion of the solution portfolio provided by Vodafone Business for cosnova – from various data connections to project-based consulting services.

The Advantages

Efficient communication and collaboration

Based on Microsoft 365 and Microsoft Teams, and with the telephony integration implemented by Vodafone Business, all cosnova employees have access to a modern range of communication options. Features such as chats, presence display, and integrated contacts and calendars in Teams and Outlook improve internal collaboration between employees at the various cosnova locations.

Jens Gädeke is Director of IT at cosnova. His team of around 50 people consistently relies on the cloud for IT and communication applications. We spoke to him about working with Vodafone Business and the advantages of Microsoft 365.

Why is your company increasingly relying on cloud services for its digitalisation strategy?

Jens Gädeke: Our core challenge is the rapid and massive growth of our company. This involves constantly establishing new locations, especially abroad. Cloud-based solutions offer the ideal conditions for providing all employees at all locations with the necessary services and functions with consistent performance and quality.

Is this also a response to the shortage of skilled workers?

Jens Gädeke: This also plays an important role. Rapid growth means, not least, attracting and retaining a large number of talented individuals for our company. Providing them with modern and innovative communication and work tools is an important part of this.

How has the use of different communication channels developed at cosnova?

Jens Gädeke: Of course, we still need to be available to our customers and some partners via conventional telephone services. However, Microsoft Teams now plays a central role in both internal communication and exchanges with many external partners. Everyone involved benefits from the expanded possibilities – from video conferencing to document sharing. This development is clearly reflected in the usage figures for the individual functions and tools.

Why did you decide to work with Vodafone Business?

Jens Gädeke: We initially opted for a different provider for our virtual telephone system, but quickly realised that they were unwilling to adapt to our individual needs. Our experience with Vodafone Business has been completely different. Although we are dealing with a large corporation, the collaboration is as agile and smooth as a medium-sized company could wish for.

How does that manifest itself in concrete terms?

Jens Gädeke: We always have a competent contact person available. Vodafone Business understands our needs and meets all our requirements to our complete satisfaction. Our daily collaboration shows that Vodafone and cosnova are both innovative companies with a clear vision for the future.

Cloud transformation is a key issue for companies in all industries. A recent PwC survey shows that 61% of companies in Germany already rely largely or entirely on cloud infrastructures. However, despite this progress, many companies still face challenges. The following section highlights the most important opportunities and obstacles associated with cloud transformation.

Opportunities of cloud transformation

Challenges of cloud transformation

Conclusion

Cloud transformation offers companies enormous opportunities – from increased efficiency and promotion of innovation to improved collaboration. At the same time, it requires careful planning, clear governance structures and a targeted approach to challenges such as skills shortages and integration complexity.

A key success factor is strong partnerships. Technology partners with cloud expertise support companies in developing tailor-made solutions, meeting regulatory requirements and setting up a future-proof digital infrastructure. Such partnerships are particularly crucial for companies that do not have all the necessary resources in-house, enabling them to implement cloud transformation sustainably and securely.

Vodafone Business supports companies with individual cloud solutions and a broad network of strong technology partners – for a secure and future-oriented transformation.