Germany-based cosmetics giant Beiersdorf is selling its skin care brand Juvena and its premium hair care brand Marlies Möller. Both brands belong to Beiersdorf’s Swiss-based subsidiary La Prairie Group and will be sold to Austria’s Troll Cosmetics. The terms of the transaction were not disclosed.
“Selling the two brands will allow Beiersdorf to focus its resources within the selective market on developing La Prairie, the global premium skin care brand,” said Thomas-B. Quaas, Chairman of the Executive Board of Beiersdorf AG.
Beiersdorf has launched a cost-cutting programme including the global streamlining and harmonization of the company’s product portfolio. Actually, the cosmetics maker intends to focus on its global brands skin care brands such as Nivea, Eucerin, and La Prairie.
Troll Cosmetics was founded in 1990 is marketing Declaré, a skin care brand focusing on the needs of sensitive skin, which is sold in selective distribution in more than 40 countries around the world.