Me. And This Blog

About me: Welcome to! My name is Annemarie Kruse and I am blogging here as “Annika”.

I’m a freelance journalist and editor and my working languages are English and German. I am listed on Xing and LinkedIn under my real name; feel free to connect with me. You can also reach me at annika_trendtraveller (at) (substitute “@” for “at”), follow me on Instagram (@annika_trendtraveller) or use the contact form on the “Current Projects” page.

ÜBER MICH: Ich bin Redakteurin und Fachjournalistin. Meine Arbeitssprachen sind Deutsch und Englisch und ich schreibe auf beiden Sprachen für verschiedene Magazine, Fachzeitschriften und Blogs. Fachliche Schwerpunkte/Themengebiete umfassen: die deutsche und europäische Kosmetik- und Konsumgüterbranche (Marken und Unternehmen), Einzelhandel, Markt- und Trendforschung, Naturkosmetikindustrie und die Bio-Branche (Food und Non-Food). Außerdem arbeite ich als Lektorin, mache Übersetzungen (D-EN/EN-D) und übernehme die Lokalisierung von redaktionellen Inhalten. Brauchen Sie Hilfe beim Erstellen von Texten oder einer Übersetzung? Schreiben Sie mir eine Mail (annika_trendtraveller (at), nutzen Sie das Formular auf der Seite “Current Projects”, folgen Sie mir auf Instagram (@annika_trendtraveller)  oder kontaktieren Sie mich über Xing oder LinkedIn.

My background: I was born in Japan, grew up in Germany and went to university in the UK (BA Arts in Durham/MA Political Sciences in Bradford). After graduation I relocated to London and  worked in publishing for five years. Since 2006 I have been living and working in Berlin, my favourite German city.

My particular area of expertise is the German cosmetics and retail industry, with a strong focus on secondary market research, brands and companies, consumer insights and retail trends: market analyses and company/country profiles, articles on retail and consumer behaviour, trends, trade shows and conferences.

I also write about the German and European organic food and beauty industry. Another focus area is trend research – demographic trends, trends in consumer behaviour and brand perception, retail and marketing trends. In addition I do translation, localisation and copywriting projects for various clients.

Where I have been and where I’m going next:

2014 was an exciting travelling year. In addition to the usual German trade show visits (my annual fixtures include Vivaness/Biofach in Nuremberg in February and Beauty International in Düsseldorf in late March), I went to Riga in Latvia (read my ECM article about the Baltic C&T markets here), to Zurich to visit friends and do some research for a company profile on Swiss retailer Migros, to Warsaw (Poland) on a C&T press tour and – the definite highlight of the year – five weeks in Asia last autumn: 2 weeks in Tokyo to visit CosmeTokyo 2014 trade show and Tokyo Designers Week 2014, then 2 weeks in Taipei and finally a week in Hong Kong for Cosmoprof Asia 2014.

2015 was also busy: First there were the annual fixtures of Vivaness/Biofach in Nuremberg and Beauty International in Düsseldorf. In February/March I flew to Tokyo for two weeks (adding a few days in Seoul – my first visit to Korea!).  In October and November I went to East Asia again: 1 week in Seoul (where I attended the International Beauty Expo Korea 2015), 2 weeks in Tokyo (Tokyo Design Week 2015!), followed by another week in Taipei and finally Hong Kong for Cosmoprof Asia 2015.

2016 was another excellent travel year! In February I visited Vivaness trade show in Nuremberg, in early March it was the turn of Beauty International in Düsseldorf, in April I attended Natural Products Europe show in London and later that month I flew to Asia: 1 week in Seoul for Cosmobeauty Seoul and another week in Tokyo for article research. In October/November I returned to Japan, Taiwan and Hong Kong: first a couple of weeks in Tokyo for Tokyo Design Week 2016, then Taipei (because I love this city!), and finally Hong Kong for Cosmoprof Asia 2016.

In 2017 I attended Vivaness 2017 organic trade show in Nuremberg, followed by Cosmoprof Bologna 2017 in March. In April I went to Asia for a month: Seoul for Cosmobeauty 2017, then Tokyo for retail fun and article research (also für Beautyworld Japan 2017), and finally a few days in Shanghai to attend China Beauty Expo 2017 (my first visit to Mainland China). Over the summer months I visited Bucharest and Sofia (loved both cities) and in October I went to Asia again: first Tokyo, then Taipei and finally Hong Kong for Cosmoprof Asia 2017.

And here are the plans for 2018: The first trade show will be Cosmetokyo 2018 (my first visit since 2014!), followed by Vivaness 2018 in Nuremberg, Beauty Düsseldorf (if I can manage it) and Cosmoprof Bologna 2018 in March and Cosmobeauty Seoul 2018 / China Beauty Expo Shanghai 2018 in May.

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