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Beiersdorf to focus on skin care

This article was originally published in The Rose Sheet

Executive Summary

Expecting uneven international growth, increased competition from private label and consumers opting for lower-priced goods in the next few years, Hamburg, Germany firm decides to focus its efforts on skin care and addressing regional customer markets, according to a March 31 release. Fifty percent of anticipated global growth in the cosmetics market will be in skin care, says Beiersdorf Chairman Thomas-B. Quaas. "This translates into excellent growth opportunities for Beiersdorf, because skin care has always been our core competence," he adds. Firm also announced executive board organizational changes. Former Human Resources leader Peter Kleinshcmidt will leave the company; Bernhard Duttmann will take on his duties and maintain his position as finance chief. Markus Pinger will oversee the Americas region as well as the global supply chain, James C. Wei will oversee the firm's Asian business and a new board member will be named for Europe

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Beiersdorf

North America was a sweet spot for the German firm in the first nine months of 2010, with consumer product sales in the region growing 13.2% organically (19% at current exchange rates) to €265 mil., firm reports Nov. 4. Nivea body care and shower products were particularly strong in North America during the January-September period, and Eucerin and La Prairie skin care achieved "encouraging growth," the firm says. The results suggest the company's "Focus On Skin Care. Closer to Markets" strategy is paying off in the Americas, Beiersdorf says, noting it now aims to strengthen its other business regions via the same strategy, which was announced in April (1"The Rose Sheet" April 5, 2010). Sales of the firm's consumer products in Europe decreased 1.5% during the nine-month period to €2.52 bil. Net sales for consumer products were up 2.3% for the period to €4.05 billion and operating results rose 10.4% to €467 mil., compared with the same period a year ago. For the full year, Beiersdorf projects total consumer business segment sales will increase about 2%

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