The German manufacturer has introduced its dermatological skin care brand Eucerin to the Japanese market. This strategic move aims to strengthen Beiersdorf’s presence in one of the world’s most sophisticated skin care markets.
In order to address the specific needs of the Japanese market, the world’s third-largest cosmetics market, renowned for its high standards of quality, innovation, and consumer expectations, a specific premium line was developed by Nivea-Kao, a joint venture betweenBeiersdorf AG of Germany and Kao Corporation of Japan established in 1971.
Dubbed Eucerin Hari Filler, the new anti-aging care series was tailored to local needs. The formula combines dermatological science with the refined sensorial experience Japanese consumers value. At its core is Bakuchiol EX, featuring 99% pure bakuchiol, an active ingredient extracted from plant seeds that originated in Asia. It is renowned for its ability to stimulate the cell activity of skin cells and is very well tolerated and suitable for all skin types. The packaging incorporates recycled plastics and is refill-ready, thus “aligning with Japanese market habits and sustainability expectations.”
“Bringing Eucerin to Japan is a significant milestone for Beiersdorf. Japan is a market that values quality, efficacy, and innovation, and Eucerin embodies all of these. By entering one of the world’s most sophisticated skin care markets, we are unlocking significant white space opportunities and reinforcing our ambition to lead globally through innovation and dermatological expertise,” said Vincent Warnery, CEO of Beiersdorf.
“Eucerin stands for the life-changing power of dermatological skin care. Introducing the brand to the Japanese market demonstrates our commitment to science-backed skin care that make a real difference and our ambition to drive new opportunities for our Derma business,” added Burcu Andreae-Nehlsen, President Derma & Health Care at Beiersdorf.
