Hamburg, Germany
www.beiersdorf.com

Corporate Sales: $8.3 billion

Beauty (Consumer) Sales: $6.7 billion

Key Personnel: Stefan De Loecker, chief executive officer, corporate strategy and development, supply chain, purchasing/production/logistics, internal audit, research and development; Harald Emberger, global head of supply chain; Ralf Gusko, executive board member, Asia Pacific (Northeast and Southeast Asia excluding Japan and India), Australia; Thomas Ingelfinger, executive board member, Europe (excluding Germany and Switzerland); Ramon A. Mirt, executive board member, Americas, Africa, India, Russia and Near East; Asim Naseer, executive board member, Nivea and digital.

Major Products/Brands: Nivea, Eucerin, Coppertone, La Prairie, Labello, Florena, 8x4, Atrix, Aquaphor, Slek, Maestro.

New Products: Eucerin Anti-Pigment, Nivea Sun UV Face Shine Control, Nivea Sun UV Face Anti-Age, Nivea Cellular 3in1 Cushion with SPF 15, La Prairie Caviar Premier, Labello’s Lips2Kiss, Eucerin pH5 Light Lotion.

Comments: In a challenging market, Beiersdorf met its goals in Consumer Skincare, strengthening its global positioning and expanding the business to new regions—resulting in a 1.6% increase in sales over the previous year, to $6.7 billion in 2018. Stefan de Loecker, chairman of the executive board, who took office as of January 2019, reported that “La Prairie performed outstandingly over the year.” La Prairie and Nivea remain the corporate Consumer “kingpins.”

Known for its expertise in skincare, in 2018, Beiersdorf launched a new patented active ingredient called Thiamidol, which treats hyperpigmentation of the skin, and is the basis for new consumer skincare products including Eucerin Anti-Pigment.

A number of other innovations, released in the global manufacturer’s No. 1 star brand, Nivea, include Nivea Cellular 3in1 Care Cushion, with SPF 15. It moisturizes for 24 hours, while light-coverage pigments adapt to the skin tone. The Nivea Men Deep Range “in modern packaging” was introduced with products for deodorant, face, body and hair. Creamy Nivea Body Mousses are fast-absorbing and nourishing. The tapered aerosol canister won two prestigious awards for packaging: the German Packaging Award 2018; and the Innovation Award of the Aerosol & Dispensing Forum (ADF) in Paris.

Luxe brand La Prairie increased organic sales by an impressive 38.5%, due mostly to Travel Retail and the Skin Caviar Collection, which sold well in China, Hong Kong, Australia and North America.

Additional 2018 La Prairie introductions include Platinum Rare Cellular Night Elixir and White Caviar Crème Extraordinaire and Skin Caviar Essence-in-Foundation (a hydrating compact foundation containing caviar water).

With Labello’s Lips2Kiss and Nivea Crayon Color Lip Balm, Beiersdorf introduced bright colors and new ways of applying lip care.

During the year, the German company invested in expanding local R&D and production sites, opened new affiliates and expanded in regions including Thailand—to help with its planned Asian expansion—as well as expanding its production center in Poland.

Beiersdorf is also committed to its sustainability efforts, and says that by 2020, they “aim to generate 50% of our global sales from products with an improved environmental impact compared to the base year of 2011.” In 2018, they nearly reached their target, with a minimum of 49% of sales.

At the end of December, Beiersdorf announced plans to establish an innovation hub, sponsored by Nivea, for the next generation of Korean beauty disrupters in Seoul. Selected startups from South Korea will receive exclusive access to Beiersdorf’s global market reach and leading expertise in the skincare industry. In April, five South Korean early-stage startups were selected to join Beiersdorf’s accelerator program at its new innovation hub in Seoul: Reziena, Mesquare, Limese, LYCL and PANDA.

News of Note in 2019: In May, Beiersdorf announced the purchase of Coppertone from Bayer, for $550 million, in a move geared toward boosting its position in sun care in the U.S.

On the heels of its acquisition of Coppertone, Beiersdorf announced a new corporate Indie brand unit as part of its broader C.A.R.E.+ strategy. Named “Oscar & Paul Beiersdorf” in honor of the company’s “founding fathers,” the unit is focused on “new approaches for innovation within the company.” The new group will work on in-house innovation, as well as external partners.

Oscar&Paul has first focused on revamping existing brands like Labello, 8X4 and Hidrofugal, while also serving as an “innovation cell” for new concepts.

Just last month Beiersdorf announced that they will launch their first new brand in more than 30 years. The manufacturer of Nivea’s new business unit, Oscar & Paul, will reveal Skin Stories – Performance Cosmetics, which was developed to provide a care system for tattooed skin. Statistics show that one in five Germans sport a tattoo. The range comprises four products.

First Half 2019: In the first half of 2019, Beiersdorf announced continued growth, reaching $3.6 billion in Consumer product sales. Nivea achieved growth of 3.2%. The Derma business unit, which includes the Eucerin and Aquaphor brands, achieved an increase in sales of 6.0%. The La Prairie brand continued the previous year’s excellent results and achieved sales growth of 26.8%.