Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Industry buzz

Beiersdorf to withdraw from make-up market in Germany

Hamburg headquartered cosmetics maker Beiersdorf AG will withdraw from decorative cosmetics in Germany, but will let its local affiliates decide independently about the future of their make-up business. The decision is a consequence of a set of new measures and investments to further improve the company’s competitiveness.

Actually, Beiersdorf’s Supervisory Board yesterday announced a new strategic plan focusing on skincare. The plan features substantial investments in the company’s skin and body care brands, the global streamlining and harmonization of the product portfolio, and the realignment of regional structures. In this context, make-up is no longer a strategic axis for the company.

Beiersdorf markets make-up products under its Nivea brand. However, the company’s core business remains skin care with internationally successful brands such as Nivea, Eucerin, La Prairie and Labello. According to Euromonitor, Nivea is even the largest skin care brand in the world.

According to the company, the sales affected by the streamlining of the product portfolio will be offset in the medium term by the launch of product innovations

As most other cosmetics giants, Beiersdorf also intends to intensify its business in global growth markets.

Portfolio

© 2010 - Premium Beauty News - www.premiumbeautynews.com
latest news
Focus
MakeUp in newYork hosted more than 3800 visitors, with a growth of 12% of international guests.

MakeUp in New York moves to Javits Center to continue growing

The latest edition of MakeUp in NewYork was a huge success, announced the organisers. Held at the Center415 on 5th Avenue, in Manhattan, on September 11&12, 2019, the two-day B2B event dedicated to the makeup and skincare supply chain welcomed more than 3800 visitors, with a growth of 12% of international guests. Brazil, Canada, (...)

read more
job opportunities
Experts’ views
Victoria's Secret or the failure of a conservative positioning?

Laurence Bacilieri
Victoria’s Secret or the failure of a conservative positioning?

When the Victoria’s Secret show was cancelled it didn’t come as a surprise. In May, it was reported by The New York Times that the show would no longer be broadcast on network television. “We must evolve and change to grow. With that in mind, we have decided to re-think the traditional Victoria’s Secret Fashion Show". From 2001 to 2018, (...)

read more
Webinars
E-shop - latest publications
Luxe Pack Monaco 2016 - Show Report
30.00 € excl. tax
Safety of perfumes and cosmetics. Belarus, Kazakhstan and Russia
200.00 € excl. tax
Regulations on the registration of cosmetic products in China (part1)
135.00 € excl. tax
Go to top ↑

Features

We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies
close