10.28.10
7. Beiersdorf
Germany
www.beiersdorf.com
Beauty Sales: $7.2 billion
Corporate Sales: $8.2 billion
Key Personnel: Thomas B. Quaas, chairman; Dr. Bernhard Düttmann, executive board member, finance/human resources; Markus Pinger, executive board member, brands/supply chain; James C. Wei, executive board member, Asia.
Major Products: Nivea, Labello, SBT Skin Biology Therapy, Eucerin, La Prairie, 8 x 4, Florena and SLEK skin care brands.
New Products: Nivea—Good-bye Cellulite Fast-Acting Serum, Skin Firming Moisturizer Q10 Plus, Nivea for Men Silver Protect; La Prairie—Midnight Blues color collection, Cellular Eye Cream Platinum Rare, Life Threads, Life Threads Gems fragrances.
Comments: While group sales fell a hair (less than 1%) and prevented Beiersdorf from maintaining its pace of growth, sales in the BRIC countries helped drive up its consumer sales by 1.2% over the previous year. China and Latin America posted double-digit sales growth, and Eastern Europe, the U.S. and Germany also rose above 2008 sales. Sales declined somewhat in Western Europe. Still, Europe accounts for nearly two-thirds of the company’s sales, followed by the Africa/Australia/Asia region, and the Americas. Global brands such as Nivea, Eucerin and La Prairie, as well as several strong regional brands, reinforced its global role as a leader in skin care.
By brand, sales of Nivea rose 1.3%, due to strong demand for Nivea deodorant, which received a boost from the launch of Nivea for Men Silver Protect, as well as Nivea Bath Care and Nivea Shower Crème Oil. However, Nivea Body Care sales fell despite the fact that in February, Nivea Body Care underwent one of the company’s largest redesigns, and relaunched in a new bottle shape, especially geared to appeal to women. In the third quarter, Nivea introduced a new umbrella logo to provide consumers with a consistent brand image.
Sales of Eucerin rose 6.5%, driven, for the most part, by the relaunch of Eucerin Sun Protection and strong demand for the Eucerin Body series in the U.S.
Sales of prestige beauty brand La Prairie fell more than 8%, but sales of the newly launched La Prairie Cellular Cream Platinum Rare and the new La Prairie Swiss Cellular White Series achieved good results. La Prairie did well in the Africa/Australia/Asia region.
As sales continued to improve in 2010, Beiersdorf announced a new executive board structure as of May, breaking into three functional and three regional areas of responsibility. Goals of the reorganization include focusing on core competencies in growth categories; addressing regional consumer desires; and flexibly aligning with markets. Thomas B. Quaas remains chairman of the reorganized executive board. The new hierarchy will enable the company to focus on its drive in skin care. “Fifty percent of the expected growth in the global cosmetics markets will occur in the skin care category,” said Quaas. “This translates into excellent growth opportunities for Beiersdorf, because skin care has always been our core competence.”
Germany
www.beiersdorf.com
Beauty Sales: $7.2 billion
Corporate Sales: $8.2 billion
Key Personnel: Thomas B. Quaas, chairman; Dr. Bernhard Düttmann, executive board member, finance/human resources; Markus Pinger, executive board member, brands/supply chain; James C. Wei, executive board member, Asia.
Major Products: Nivea, Labello, SBT Skin Biology Therapy, Eucerin, La Prairie, 8 x 4, Florena and SLEK skin care brands.
New Products: Nivea—Good-bye Cellulite Fast-Acting Serum, Skin Firming Moisturizer Q10 Plus, Nivea for Men Silver Protect; La Prairie—Midnight Blues color collection, Cellular Eye Cream Platinum Rare, Life Threads, Life Threads Gems fragrances.
Comments: While group sales fell a hair (less than 1%) and prevented Beiersdorf from maintaining its pace of growth, sales in the BRIC countries helped drive up its consumer sales by 1.2% over the previous year. China and Latin America posted double-digit sales growth, and Eastern Europe, the U.S. and Germany also rose above 2008 sales. Sales declined somewhat in Western Europe. Still, Europe accounts for nearly two-thirds of the company’s sales, followed by the Africa/Australia/Asia region, and the Americas. Global brands such as Nivea, Eucerin and La Prairie, as well as several strong regional brands, reinforced its global role as a leader in skin care.
By brand, sales of Nivea rose 1.3%, due to strong demand for Nivea deodorant, which received a boost from the launch of Nivea for Men Silver Protect, as well as Nivea Bath Care and Nivea Shower Crème Oil. However, Nivea Body Care sales fell despite the fact that in February, Nivea Body Care underwent one of the company’s largest redesigns, and relaunched in a new bottle shape, especially geared to appeal to women. In the third quarter, Nivea introduced a new umbrella logo to provide consumers with a consistent brand image.
Sales of Eucerin rose 6.5%, driven, for the most part, by the relaunch of Eucerin Sun Protection and strong demand for the Eucerin Body series in the U.S.
Sales of prestige beauty brand La Prairie fell more than 8%, but sales of the newly launched La Prairie Cellular Cream Platinum Rare and the new La Prairie Swiss Cellular White Series achieved good results. La Prairie did well in the Africa/Australia/Asia region.
As sales continued to improve in 2010, Beiersdorf announced a new executive board structure as of May, breaking into three functional and three regional areas of responsibility. Goals of the reorganization include focusing on core competencies in growth categories; addressing regional consumer desires; and flexibly aligning with markets. Thomas B. Quaas remains chairman of the reorganized executive board. The new hierarchy will enable the company to focus on its drive in skin care. “Fifty percent of the expected growth in the global cosmetics markets will occur in the skin care category,” said Quaas. “This translates into excellent growth opportunities for Beiersdorf, because skin care has always been our core competence.”