Beiersdorf Making Strategic Moves In Natural Skin Care, China, Digital; Better Late Than Never?
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.
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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.