Beiersdorf’s Three Pillars Of Success Amid Digital Disruptor 'Turmoil'
Nivea manufacturer Beiersdorf's three-pillar growth strategy will accelerate the firm’s presence in emerging markets, drive innovation and ramp up digitization in response to disruption by new, more agile market entrants.
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The German firm’s sales increased 6% over the first nine months of fiscal 2019, led by La Prairie luxury, but its mass-market business remains a strategic priority. Bigger digital investments, natural skin-care launches and a sharpened focus on Nivea development in China should help spur growth in the segment.
The Germany-based skin-care specialist will pay Bayer $550m for the iconic brand and gain entry to the US sunscreen market. The US represents the world’s biggest opportunity for sun care, but it’s also rife with uncertainty following FDA’s recent call for data to support key active ingredients’ continued GRASE status.
Nestlé's once troubled Skin Health business is now a "leader in its space" after an astonishing turnaround, according to the Swiss firm's CEO. What's more, potential buyers for the unit are queuing out the door, waiting for Nestlé to kick off a much anticipated sale process.