Beiersdorf Making Strategic Moves In Natural Skin Care, China, Digital; Better Late Than Never?
Executive Summary
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.
You may also be interested in...
Beiersdorf White-Space Investments Bear Fruit In Drive To Strong 2022 Finish
In two years, prestige products, China and digital have gone from weak points in Beiersdorf’s business to leading sources of growth. After recording 11.7% organic sales in its Consumer business for the nine-month period ending 30 September, the firm is targeting 9%-10% growth in the division for the full year.
More Big Beauty Companies Partner With Digital Tech To Guide Consumer Journey
Beiersdorf AG and dermanostic will connect German consumers with physicians for mobile app-based dermatological diagnoses and product recommendations. Meanwhile, Shiseido will be leveraging Revieve’s AI Makeup Advisor to “take control over the multi-touchpoint customer journey.”
US Demand For Eucerin Drives Beiersdorf To Spread Brand Into Sun Care, Post-Acne
Beiersdorf extends Eucerin line combining skin treatment with sun care and moves the brand into post-acne category using Thiamidol ingredient. Eucerin and Aquaphor brand sales grew 18.2% in its latest quarter.