Corporate Sales: $10.3 billion
Beauty Sales (Consumer Business): $8.6 Billion

Major Products/Brands:

• Nivea, Eucerin
• La Prairie
• Labello
• Florena
• 8×4
• Atrix
• Aquaphor
• Hidrofugal
• Gammon
• SlekMaestro
• Coppertone
• Chantecaille

New Products:

• Nivea Skin Firming Melanin Beauty & Hydration Lotion
• Nivea Q10 Dual Action Serum
• Eucerin Immersive Collection
• Eucerin Hydro Protect Ultra-Light Fluid
• La Prairie revamped Skin Caviar Luxe Cream

Comments: In 2023, Beiersdorf saw a 10.8% organic increase in overall group sales, for a total of $10.3 billion. The Consumer Business Segment recorded a double-digit rise in organic sales of 12.5%, to reach $8.6 billion. Nivea, alone, had more than $5 billion in sales. And Aquaphor had its best year ever. Not all good news though, sales of Chantecaille makeup fell over 18%.

When broken down by region, Europe’s organic sales increased by 8% with nominal sales of 4,592 million euro. In the Americas, nominal sales grew 16.8% to $2,742 million and nominal sales in Africa, Asia, and Australia rose 1% to $3,093 million.

All regions contributed to the growth in the Consumer Business Segment in 2023. Nivea saw very strong development in Mexico, Chile, and India; and Beiersdorf’s Derma business unit’s Eucerin and Aquaphor brands drove growth in the United States, Mexico, and Germany.

Nivea and Labello brands grew organically by 16.2% globally in 2023. Nominal sales increased from 5,223 million euro to 5,853 million euro. Nivea saw growth in both volume and price and a strong growth was recorded across all regions, driven by the introduction of new products as well as the strong performance of the basic range. The main growth drivers were Nivea Deo, Nivea Sun, Nivea Body Care, Nivea Face, and Lip.

In the Nivea Deo category, existing core product lines such as Black & White and Fresh as well as Pearl & Beauty were among the key growth drivers. The Nivea Sun category recorded significant growth across all regions, particularly driven by the Body and Face segments. The Nivea Body business grew primarily because of a positive performance by the basic range. Nivea Face posted double-digit growth, from the continuing success of Nivea
Cellular Luminous630 and Nivea Q10 product lines. The deprioritized hair care and baby categories saw their sales decline.

The Derma business unit again achieved strong organic sales growth of 24.0%. Nominal sales rose to 1,381 million euro. The sales growth was spread across all categories and regions. The U.S. remained a key market with the two brands Aquaphor and Eucerin.

Products that mainly drove growth in the Derma business unit included Eucerin Sun, which had an extremely successful launch for the Hydro Protect Ultra-Light Fluid, and Eucerin Face, driven by further expansion of the Thiamidol range in the anti-pigment segment. The Aquaphor brand also contributed to strong global growth, especially in the U.S. The e-commerce sales channel remained an important business driver.

In selective cosmetics, the La Prairie brand’s organic sales were down by 15.4%. This was primarily because of challenges in the travel retail business in Korea and Hainan, which were caused by a strong decline in business and the reduction in inventories.

The introduction of La Prairie’s Skin Caviar Harmony L’Extrait innovation in China and the relaunch of Skin Caviar Luxe Cream and White Caviar Pearl Infusion helped to mitigate the decline in sales. Strong performance in Hong Kong and Japan, helped with growth. This was mostly from the return of tourists and a dynamic local client base. Additionally, the travel retail market outside China and Korea recovered strongly.

The Consumer Business Segment had a strong fiscal year in 2023, due to continued strategic investments. Beiersdorf heavily invested in digitalization, which led to exceptional growth in e-commerce sales. The increase in sales here played a significant role in overall growth, particularly in emerging markets.

In sustainability, Beiersdorf was able to launch innovative solutions on both the formula and packaging levels, which significantly advanced its sustainability strategy.

In 2023, Beiersdorf introduced Nivea Sun and Nivea Lip Care with a reduced CO2 footprint as well as launched a refill jar for Eucerin’s Hyaluron-Filler range. With this, Beiersdorf made strides toward its “Climate Care” Sustainability mission. By 2025, the company aims to achieve a 30% absolute reduction of CO2 emissions across the entire value chain (scope 1, 2, and 3).

The Nivea Sun Protect & Moisture range includes 50% recycled materials in its bottles, triggers, and caps. This contributes to Beiersdorf’s plastic pledge that aims to halve the use of fossil-based virgin plastic by 2025. In addition to packaging changes, the Nivea Sun range’s formula has been improved to eliminate UV filters Octinoxate and Oxybenzone.

Nivea’s Lip Care range replaced the plastic for paper cardboard throughout the entire range. Rather than using the plastic blister, Lip Care products are packaged in a plastic-free folding box made from recycled and FSC paper. Also, the new stick is made from mono-material, polypropylene (PP), and is fully recyclable. The formula for Nivea’s Lip Care range has been reworked so that 99% of its ingredients are of natural origin (except SPF).

Eucerin’s Hyaluron Filler Day and Night Cream refill jar uses 8g instead of 89g of plastic, which saves about 90% of plastic when consumers keep the outer jar & lid and purchase the inner jar as a refill. This can deliver an annual saving of about 24t of plastic. Also, the folding box of the product is made of about 92% recycled paper.

Looking Ahead:

Beiersdorf has invested in “forward-looking” technologies such as a new campus that boasts low-emission and resource-conserving building materials, and green power systems. The company also invested in “forward-looking” digital technologies including artificial intelligence to drive faster and more efficient development of innovations.

Throughout 2024 and 2025, Nivea will begin rolling out product and packaging updates with a focus on climate-conscious manufacturing. Beiersdorf aims to bridge a crucial gap in circular PET usage while maintaining the same quality standards. New formulas and packaging started within Nivea lip, shower, and cream/lotion categories. The most notable packaging update includes a new tin for the iconic Nivea Creme. The signature blue tin is now made with 80% recycled aluminum. Nivea ‘s goal is to use 1.4 tons of recycled aluminum this year.

Nivea Lip has redesigned its packaging to use recycled cardboard and newly developed formulas include up to 98% naturally derived ingredients. Nivea Body Wash has been redesigned with 91% naturally derived ingredients and is microplastic particle-free. The packaging is recyclable and made with 47% recycled material, with 25% less plastic. In the cream/lotion category, Nivea has reformulated its Soft Moisturizing Cream to be vegan with 95% Naturally Derived ingredients.

Corporate Sales: $9.33 billion
Beauty Sales: $7.8 billion

Major Products/Brands: Nivea, Eucerin, La Prairie, Labello, Florena, 8×4, Atrix, Aquaphor, Hidrofugal, Gammon, SlekMaestro, Coppertone, Chantecaille.

New Products: Nivea Soft (new formula), Nivea Men Climate Care Moisturizer, Eucerin Sun line, Chantecaille Real Glow Cosmos Collection, La Prairie White Caviar collection, Coppertone Glow Protect & Tan Lotion, Coppertone Complete, Coppertone 4-in-1 Sunscreen (redesigned packaging).

Comments: Beiersdorf’s overall group sales climbed 15.4% in fiscal 2022 to $9.33 billion, while its skincare and body care-focused Consumer Business Segment generated strong sales revenue of $7.8 billion. This represents a nominal increase of 16.3% and an organic increase of 10.5%.

All regions and brands contributed to the growth in the Consumer Business Segment. Beiersdorf gained market share on every continent, particularly with the NIVEA brand in Europe, with very strong development in Switzerland, the UK and Spain, and with the Derma business unit’s Eucerin and Aquaphor brands in the U.S., Mexico and Germany.

The rates of sales growth also trended upward in all regions, especially in the Americas and in Africa/Asia/Australia, where sales rose by double-digit percentages year on year. The company’s core brand NIVEA achieved strong growth rates overall, driven especially by the emerging markets region, the introduction of new products, and a strong performance by the basic range.

Derma, Healthcare and the La Prairie brand also contributed to strong growth figures and added to the business segment’s excellent performance. Positive growth also came from the Eucerin face category, mainly from the subcategories anti-pigment and acne, driven by the further expansion of the Thiamidol range. In addition, the sun category contributed to strong above-average growth, supported by the launch of Eucerin Sun in the U.S. and the success of new product launches such as Oil and Pigment Control Tinted. In Body Care, the Eucerin Urea range and Aquaphor recorded particularly strong sales growth. In general, the online sales channel was an important sales driver.

2022-2023 Highlights: In December 2022, Beiersdorf AG acquired a majority stake in S-Biomedic NV, Belgium, a life-science company and frontrunner in the field of skin microbiome research. Beiersdorf already invested in S-Biomedic in 2018 as part of its corporate venture capital activities. Following years of successful cooperation, the collaboration has now become even closer. S-Biomedic will continue to be managed as a standalone entity under Beiersdorf’s existing microbiome program and will complement the company’s own research activities in this field.

In January 2023, the company’s R&D department used its knowledge of the skin and research expertise to tailor a unique cosmetic sun protection product, specially made for a girl named Charlotte with a rare light disease called EPP. When Charlotte’s skin comes into direct contact with the visible, colored components of sunlight, a genetic defect causes neuropathic pain and triggers burns on the skin. To help her, Beiersdorf  added special light-scattering pigments to the cosmetic sunscreen. This prevents the light from penetrating the skin, allowing the girl to be exposed to sunlight for a short period of time – enabling her to enjoy a better quality of life.

In May 2023, Beiersdorf started cosmetic production at its new plant in Leipzig-Seehausen. Deodorants, hair sprays and shaving foams sold under brand names NIVEA, 8×4 and Hidrofugal are now being produced there for the European market.

In June 2023, Beiersdorf shared its progress on the implementation of its ‘Climate Care’ mission on the product level. With its Care Beyond Skin Sustainability Agenda, the company aims to achieve a 30% absolute reduction of CO2 emissions across the entire value chain (scope 1, 2 and 3) by 2025 (vs. base year 2018). To achieve this, Beiersdorf is collaborating intensively with its suppliers and reworking products and assortments of its global brands – both on the formula and packaging level. Milestones toward this goal include the introduction of Nivea Sun and Nivea Lip Care to market with relevant improvements and a reduced CO2 footprint, and launching a refill jar for Eucerin’s Hyaluron-Filler range.

Also in June, Beiersdorf invested in Swiss startup DePoly SA, which has developed an innovative chemical recycling technology which, unlike mechanical processes, allows for the recycling of difficult recyclable consumer and industrial plastic waste streams, such as those containing mixed plastics, mixed colors, dirty plastic waste streams, as well as fabrics and fibers. The chemical recycling technology converts these waste streams into their main raw components. Proceeds from the financing round will allow DePoly to accelerate the scale-up and development of its depolymerization process and build a showcase plant that is scheduled to be operational in 2024.

Looking Ahead: In August, Beiersdorf reported a strong first half of 2023, with organic group sales rising 12.3% led by Nivea (+18.4%) and Derma brands Eucerin and Aquaphor. The luxury brand La Prairie recorded a 9.9% dip in sales in the first six months, primarily due to considerable disruption in Asian travel retail markets caused by “daigou” business, which is when shoppers purchase goods abroad on behalf of domestic customers, offering these customers tax and price advantages over domestic retailers.

Given the positive sales trend and above-market growth in the first half of the year, Beiersdorf slightly increased its sales forecast for 2023 as a whole. The company expects organic sales growth at Group level to be in the high single-digit to low double-digit range. In the Consumer business, Beiersdorf also expects organic sales growth in the high single-digit to low double-digit range. The company believes there is an opportunity to achieve growth at the upper end of this range if the luxury market conditions improve.

Corporate Sales: $9 billion
Beauty/Personal Care Sales: $7 billion

Major Products/Brands: Nivea, Eucerin, La Prairie, Labello, Florena, 8×4, Atrix, Aquaphor, Hidrofugal, Gammon, SlekMaestro, Coppertone.

New Products: Eucerin Dermopure Triple Effect Serum, Nivea MagicBars, Nivea Men Sensitive-Pro Ultra-Calming facial skin care, Nivea EcoRefill hand soap, OWN (Only What’s Needed) facial skincare, Hydra Skin Effect, Cellular Luminous630 Anti-Dark Spot Night Cream, Anti-Dark Circles eye treatment, Labello Naturally Vegan, La Prairie Platinum Rare Haute-Rejuvenation Protocol, Coppertone Sport Mineral sunscreen spray, Pure & Simple sunscreen spray.

Financial Summary

Beiersdorf’s overall group sales climbed 8.6% in fiscal 2021, with its skincare-led consumer business segment posting a sales increase of 7.5%, which the company largely attributed to e-commerce.

Regionally, the highest consumer business growth rates were seen in Latin America (18.8%) and North America (13.0%), followed by markets in Africa, Asia and Australia, where demand increased by a total of 8.9%. However, there was also buoyant sales growth in Eastern Europe (6.3%) and Western Europe (5.7%).

The company’s core brand, Nivea, recorded organic sales growth of 5.5% in 2021, driven by the successful performance of the Nivea Luminous630 product range. Demand for La Prairie increased by 20.1%, driven by a recovery in travel retail business, which was hit hardest by the Covid-19 pandemic in 2020. In particular in China, La Prairie sales rose above average and were far above the pre-crisis level of 2019 by the end of the fiscal year.

The Derma business unit, comprised of brands like Eucerin and Aquaphor, also performed well with a +19.5% increase in fiscal 2021. Main growth drivers were the strategically important markets of the United States, Germany, Latin America and China.

2021-2022 Highlights

At the end of 2020, Beiersdorf announced its partnership with Sabic, a supplier of renewable plastic, and the joint goal to launch more sustainable cosmetic packaging.

Four months into 2021, the company unveiled Nivea Naturally Good, an eight-product face care range, housed in certified renewable PP from Sabic’s Trucircle portfolio derived from “second generation feedstock that eschews crude oil in favor of tall oil, a byproduct of the forestry industry.”

The company said that converting the packaging to renewable plastic not only conserves fossil resources, but also reduces CO2 emissions;  approximately 76g of CO2e are saved per jar produced, a reduction of around 60% compared to the fossil-based jar. Beiersdorf touted the project’s contribution to its climate target of reducing its greenhouse gas emissions by 30% absolutely across the entire value chain by 2025.

“Any remaining emissions that cannot be avoided or further reduced during the manufacturing of the product are–for the first time–climate-neutralized via carbon offsetting, through afforestation projects,” according to the company. This step is new for Beiersdorf and its largest skincare brand. The Nivea Naturally Good face care range comprised of eight products will be clearly recognizable as “climate-neutralized” on pack and on shelf.

In August, Beiersdorf completed its $550 million acquisition of Coppertone, a milestone in the implementation of its CARE+ strategy to invest in its core skincare business while accelerating the company’s growth and presence in North America.

In December, the company announced its intent to acquire the beauty brand Chantecaille, which offers botanical ingredient-based skincare, fragrance and cosmetic products. At the time of the announcement, Chantecaille was valued at between $590-$690 million.

Looking Ahead

In June, the company rolled out a collaborative, cross-industry program called Design4Circularity in partnership with Clariant, Siegwerk and Borealis. Targeted to give packaging waste a second life in personal care applications by supporting reduced plastic waste, using less new/virgin plastic material, and reducing climate impact, the program’s first concept package was designed to be recycled again and again and consisted of a colorless, 100% PCR bottle, equipped with a printed, “de-inkable,” full body shrink sleeve.

In August, Beiersdorf reported a strong first half of 2022, with organic group sales rising 10.5% led by Nivea (+11.2%), Derma brands Eucerin and Aquaphor (+26.6%) and La Prairie (+1.8%).

Corporate Sales: $8.6 billion
Beauty/Consumer Sales: $7 billion

Major Products/Brands: Nivea, Eucerin, La Prairie, Labello, Florena, 8×4, Atrix, Aquaphor, Hidrofugal, Gammon, Slek, Maestro, Coppertone, Skin Stories, Oscar&Paul

New Products: Nivea 48hr Deep Nourishing Moisture, Nivea Microbiome Balance range, Nivea Cellular Luminous630® Anti Spot range, Nivea Breathable Lotion, La Prairie White Caviar Eye Extraordinare, Chaul premium skin care, Eucerin Eczema Relief cream body wash, Eucerin Actinic Control SPF 100, Eucerin Hyaluron Filler + Elasticity 3D Serum, O.W.N. personalized skin care, Stop The Water While Using Me! skin care range

Comments: In what would be his final address to shareholders prior to being replaced by Vincent Warnery as CEO and chairman of the executive board, Stefan De Loecker said the unprecedented crisis presented by Covid-19 gave Beiersdorf “a challenging reporting year,” warning that 2021 might not necessarily by easier than 2020 and that the company faced “a volatile future.” In 2020, Beiersdorf saw its group sales fall 8.2% in 2020 in nominal terms and 5.7% organically. Its Consumer Business segment recorded a 6.6% decrease in organic sales, dropping from $7.3 billion to about $6.7 billion. The company’s prestige La Prairie brand was hit especially hard, losing 23.9% in organic sales, which the company attributed to reductions in important travel retail business.

But it wasn’t all bad. The company’s e-commerce sales provided a welcome helping hand thanks in large part to new digital innovations such as the Nivea Skin Guide web app. The company also invested in its global research and development network with a new innovation center in Shanghai, boosting local expertise in the strategically important Asia region. La Prairie, Nivea and Eucerin sales also rose in China. The company also invested in its C.A.R.E.+ business strategy, which is tasked with improved engagement, improved productivity, strengthening the skin care portfolio, and enacting beneficial social and environmental commitments.

2021 Highlights

On the packaging front, Beiersdorf stepped up its ecological commitment and fight against plastic pollution on a variety of fronts. The company developed and rolled out a fully recyclable, lighter, thinner bottle for its best-selling Nivea brand that contains 50% less plastic; committed to eliminate 100% of Eucerin’s packaging leaflets by 2021; and invested in sustainable aerosol solutions with the equity stake acquisition of UK-based Salford Valve Co. Ltd. (Salvalco). The company also announced that it was on track for 90% of its PET bottles in Europe to include recycled plastic material by the end of 2021, which will account for more than 1,200 tons of fossil-based virgin plastic per year.

Q1 saw Beiersdorf reclaim some of the ground it lost during the pandemic, with organic sales growing more than 16% in the six months ending June 30. Driven by 13.6% growth in its consumer segment, Beiersdorf was buoyed by strong sales of its Nivea brand (+9.1%). Eucerin and Aquaphor sales tallied +22.1% sales growth, as did prestige brand La Prairie (+41% YOY growth). The company also strengthened its skin care arm with the investment in skin care start-up, Routinely, via its venture capital unit, Oscar&Paul.

In April, Beiersdorf announced a partnership with Sabic to produce more sustainable cosmetics packaging using certified renewable PP from Sabic’s Trucircle portfolio, replacing fossil-based virgin plastic. The material debuted in June as the packaging for the Nivea Naturally Good product range.  Also in June, Beiersdorf partnered with Swiss packaging specialist Nussbaum to pioneer a new aerosol can made entirely of recycled aluminum. And in July, Beiersdorf continued to make good on its plastics pledge by partnering with recycling pioneer Werner & Mertz to help give guidance both for recyclers and cosmetic manufacturers and foster the use of recycled plastic in cosmetic packaging across the industry.

Corporate Sales: $8.6 billion
Beauty (Consumer) Sales: $7 billion

Major Products/Brands:

• Nivea, Eucerin, La Prairie
• Labello, Florena, Aquaphor
• Slek, LYCL, Maestro
• Coppertone, Skin Stories, Oscar&Paul

New Products:

• Nivea Naturally Good, Nivea Hyaluron Cellular Filler & Elasticity & Reshape
• Nivea Men Sensitive All-in-One Balm, Nivea Sun Sensitive Immediate Protection
• Nivea Deeply Moisturizing  Bodywash, Nivea Men Sensitive All-in-One Balm
• Eucerin Sun Pigment Control LSF50+, Eucerin Hyaluron-Filler Moisture Booster
• La Prairie Skin Caviar Eye Lift; Florena Fermented Skin care color cosmetics

Comments: Overall group sales grew organically by 5.8% to $8.6 billion in 2019. In the first year of Beiersdorf’s C.A.R.E. + strategy program—which aims to generate competitive, sustainable growth and added benefits for consumers—the Consumer Business Segment achieved organic sales growth of 4.8%, reaching $7 billion—and gained market share with its face and skin care ranges.

Consumer sales were strongest in Europe ($4.2 billion; 2.3% higher than the previous year), followed by The Americas ($1.5 billion, up 8.3% over the previous year), then Africa/Asia/Australia ($2.8 billion, up nearly 10%).

The Eucerin Anti-Pigment line quickly became the most successful product launch in the history of the brand. One of the greatest outcomes of the C.A.R.E. + program was Beiersdorf’s acquisition of Coppertone, the iconic U.S. sun care brand.

They now own the three leaders in the segment: Coppertone, Nivea Sun and Eucerin. The German powerhouse also made a pledge to sustainable packaging, setting a 2025 goal for all packaging to be recyclable, reusable or compostable—and to increase the recycled content of their plastic packaging in Europe to 25%.

Nivea Hyaluron Cellular Filler + Elasticity & Reshape was one of the strongest launches in the Nivea face segment.

In the U.S., Nivea introduced the two-in-one Deeply Moisturizing  Bodywash series, a new shower gel range.

In December, Beiersdorf strengthened its footprint in Korea, acquiring a “significant stake” in LYCL, a Seoul-based skin care and tech start-up. With its own cosmetics brand Unpa.Cosmetics, LYCL has differentiated itself from other K-beauty brands by actively using big data collected from its review and content platform Unpa.me for K-beauty products and influencer network platform Palett.me in development of its products.

LYCL was one of five startups that were chosen by Beiersdorf AG for its K-beauty startup incubation program Nivea Accelerator.

2020 Highlights

In February, Beiersdorf acquired Indie naturals brand, Stop The Water While Using Me! Iain Holding, general manager of Beiersdorf Germany/Switzerland, said, “Stop The Water While Using Me! will strengthen the Beiersdorf brand family with innovative, natural skin care and the know-how of a highly dedicated team.”

In May, Beiersdorf announced a 3.6% fall in Q1 results over the previous year, which included a plunge of 36% in La Prairie sales for the quarter due to the plummeting of international travel due to the pandemic. While sunscreen sales also dropped, hand creams and hand washes experienced growth.

In July, Beiersdorf announced a first-half sales drop of 10.9% in its consumer business, due to the consequences of Covid-19.

Beiersdorf’s outlook did not include any impact from the coronavirus in China, even though the company makes almost a third of its sales in the Africa/Asia/Australia region, where sales for its consumer unit jumped 8.4% in 2019.

Also in July, Beiersdorf formed a partnership with recycling specialist Werner & Mertz, aiming to create an industry standard and to provide the cosmetics market with post-consumer recyclables for beauty packaging.

In August, Nivea was trialing a refill station for its shower gel in German drugstore chain DM. The refill machine is the result of a collaboration between the company’s packaging and R&D functions and will explore the concept of reusable bottles.”

“While the situation of the coronavirus remains dynamic, its impact on our business is not quantifiable yet. We therefore expect stronger headwinds in 2020,” said chief executive Stefan de Loecker.

Corporate Sales: $8.3 billion
Beauty (Consumer) Sales: $6.7 billion

Major Products/Brands:

• Nivea
• Eucerin
• Coppertone
• La Prairie
• Labello
• Florena
• 8×4
• Atrix
• Aquaphor
• Slek
• Maestro

New Products:

• Eucerin Anti-Pigment, Nivea Sun UV Face Shine Control
• Nivea Sun UV Face Anti-Age, Nivea Cellular 3in1 Cushion with SPF 15
• La Prairie Caviar Premier, Labello’s Lips2Kiss, Eucerin pH5 Light Lotion

Comments: In a challenging market, Beiersdorf met its goals in Consumer Skincare, strengthening its global positioning and expanding the business to new regions—resulting in a 1.6% increase in sales over the previous year, to $6.7 billion in 2018. Stefan de Loecker, chairman of the executive board, who took office as of January 2019, reported that “La Prairie performed outstandingly over the year.” La Prairie and Nivea remain the corporate Consumer “kingpins.”

Known for its expertise in skincare, in 2018, Beiersdorf launched a new patented active ingredient called Thiamidol, which treats hyperpigmentation of the skin, and is the basis for new consumer skincare products including Eucerin Anti-Pigment.

A number of other innovations, released in the global manufacturer’s No. 1 star brand, Nivea, include Nivea Cellular 3in1 Care Cushion, with SPF 15. It moisturizes for 24 hours, while light-coverage pigments adapt to the skin tone. The Nivea Men Deep Range “in modern packaging” was introduced with products for deodorant, face, body and hair. Creamy Nivea Body Mousses are fast-absorbing and nourishing. The tapered aerosol canister won two prestigious awards for packaging: the German Packaging Award 2018; and the Innovation Award of the Aerosol & Dispensing Forum (ADF) in Paris.

Luxe brand La Prairie increased organic sales by an impressive 38.5%, due mostly to Travel Retail and the Skin Caviar Collection, which sold well in China, Hong Kong, Australia and North America.

Additional 2018 La Prairie introductions include Platinum Rare Cellular Night Elixir and White Caviar Crème Extraordinaire and Skin Caviar Essence-in-Foundation (a hydrating compact foundation containing caviar water).

With Labello’s Lips2Kiss and Nivea Crayon Color Lip Balm, Beiersdorf introduced bright colors and new ways of applying lip care.

During the year, the German company invested in expanding local R&D and production sites, opened new affiliates and expanded in regions including Thailand—to help with its planned Asian expansion—as well as expanding its production center in Poland.

Beiersdorf is also committed to its sustainability efforts, and says that by 2020, they “aim to generate 50% of our global sales from products with an improved environmental impact compared to the base year of 2011.” In 2018, they nearly reached their target, with a minimum of 49% of sales.

At the end of December, Beiersdorf announced plans to establish an innovation hub, sponsored by Nivea, for the next generation of Korean beauty disrupters in Seoul. Selected startups from South Korea will receive exclusive access to Beiersdorf’s global market reach and leading expertise in the skincare industry. In April, five South Korean early-stage startups were selected to join Beiersdorf’s accelerator program at its new innovation hub in Seoul: Reziena, Mesquare, Limese, LYCL and PANDA.

News of Note in 2019

In May, Beiersdorf announced the purchase of Coppertone from Bayer, for $550 million, in a move geared toward boosting its position in sun care in the U.S.

On the heels of its acquisition of Coppertone, Beiersdorf announced a new corporate Indie brand unit as part of its broader C.A.R.E.+ strategy. Named “Oscar & Paul Beiersdorf” in honor of the company’s “founding fathers,” the unit is focused on “new approaches for innovation within the company.” The new group will work on in-house innovation, as well as external partners.

Oscar&Paul has first focused on revamping existing brands like Labello, 8X4 and Hidrofugal, while also serving as an “innovation cell” for new concepts.

Just last month Beiersdorf announced that they will launch their first new brand in more than 30 years. The manufacturer of Nivea’s new business unit, Oscar & Paul, will reveal Skin Stories – Performance Cosmetics, which was developed to provide a care system for tattooed skin. Statistics show that one in five Germans sport a tattoo. The range comprises four products.

First Half 2019: In the first half of 2019, Beiersdorf announced continued growth, reaching $3.6 billion in Consumer product sales. Nivea achieved growth of 3.2%. The Derma business unit, which includes the Eucerin and Aquaphor brands, achieved an increase in sales of 6.0%. The La Prairie brand continued the previous year’s excellent results and achieved sales growth of 26.8%.

Corporate Sales: $8.5 billion
Beauty Sales (Consumer Business Segment): $6.9 billion (FY 2017 Beauty Sales: $5.9 billion)

Major Products/Brands:

• Nivea, Eucerin, La Prairie,
• Labello, Aquaphor, Florena, 8×4,
• Atrix, SLEK, Maestro, and Hidrofugal

New Products:

• Nivea Sun Protect & Care
• Nivea Q10plusC
• Nivea Urban Skin Detox & Protect
• Nivea Pure Skin electric face cleansing brush
• Nivea Crème & Oil Pearls shower cream range
• Eucerin DermoPure
• Labellino lip care ball
• La Prairie White Caviar Illuminating Pearl Infusion

Beiersdorf, By the Numbers

In his address to shareholders, Stefan Heidenreich reported that the company had continued its positive momentum in 2017, with group sales climbing organically by 5.7%, corporate sales growing 4.5% and consumer sales rising 3.4%. Shares in the company also exceeded €100 for the first time. He attributed the ongoing growth and sustainability to the company’s Blue Agenda business strategy, which was instituted in 2012 and expanded last year to help elevate Eucerin, La Prairie and Hansaplast (Beiersdorf’s medical brand) to the same success and brand recognition of Nivea. To this end, the company combined the three brands into a single board division to help maximize brand impact.

In terms of brand performance, Nivea sales posted double-digit gains thanks to interest in Protect & Care, Black & White deodorant, Active Clean and Crème Care, Milk, Pleasure and Nivea Men Crème, while interest in Eucerin brand face and sun products helped boost organic growth up 3.4%.

In the realm of new innovations, last November Beiersdorf’s Eucerin brand made a foray into the acne care segment with the launch of the Dermopure campaign. Citing the statistic that 60% of searches on YouTube are related to advice on the care and treatment of acne, the cross-functional venture hinges on a seven-product skincare range paired with a support website dedicated to all things acne care. The campaign debuted in Germany first, with additional rollouts in several countries to follow.

And finally, Beiersdorf put down new roots by building a new production facility in Nigeria, while also expanding production capabilities in Thailand and Brazil. The company also broke ground on a new headquarters in Eimsbüttel, Hamburg, that should be completed by 2021. Beiersdorf also expanded its e-commerce reach by entering into a partnership with NetEast Kaola in May. As a leading online platform for cross-border trade in China with more than 900 million users, the partnership gives Beiersdorf access to a market that grew more than 80% last year.

News of Note in 2018

In July, Beiersdorf invested in Beerse, Belgium-based S-Biomedic NV, a life science company exploring the “unexploited cosmetic and therapeutic potential of the skin microbiome.”

Pointing to the pivotal role of microbiota in the gut, Beiersdorf said skin microorganisms, though largely associated only with disease or malodor, are the next frontier in using sequencing technologies to expand the understanding of how the delicate balance of the skin microbiota impacts skin metabolism.

Looking Ahead

The first quarter of 2018 started off slowly for Beiersdorf, with group sales rising and consumer sales declining marginally, and the Derma business unit shining as the bright spot, up 8.5%. La Prairie, up 55.5%, also proved lucrative. By August, Beiersdorf’s group sales were up 7.7% with consumer sales also increasing 7%. The momentum prompted the company to boost its sales forecast for 2018 to +5%.

Corporate Sales: $7.1 billion
Beauty Sales: $5.9 billion (Consumer)

Major Products/Brands: Aquaphor, Eucerin, La Prairie, Nivea, Labello lip balms, Florena, 8×4, Atrix, SLEK and Hidrofugal.

New Products: Aquaphor Advanced Therapy Ointment Body Spray; Nivea Deo Protect & Care, Nivea Hairmilk Care Shampoo & Conditioner, Nivea Care Shower Silk Mousses, Nivea Cellular Anti-Age Volume Filling Pearls, Nivea Sun Protection Roll-On, Nivea Men Active Energy Morning Fix Face Gel; Eucerin Elasticity+Filler range; La Prairie Cellular Radiance Perfecting Fluide Pure Gold.

Comments: One of Beiersdorf’s primary goals for 2016 was to strengthen and expand its core brands. The company did just that with Nivea, which achieved +3.8% global growth in 2016, increasing the product family to include new personal care items sporting the brand’s iconic identity and scent. One of the marquis new products was Deo Protect & Care, a 48-hour deodorant range now sold in more than 100 countries. The company’s Nivea Men Crème also notched sustained growth. Beiersdorf’s Eucerin brand contributed to 2016 gains, generating +1.5% organic growth thanks in part to the Eucerin Sun product range. La Prairie enjoyed a +5.5% increase in organic sales with continued global interest in the high-end anti-aging skin care range.

In total, the company filed patents for 47 new product innovations in 2016, with a particular emphasis on meeting the region-specific formulation and packaging-related needs of consumers. Two examples of this work originated out of Beiersdorf’s development lab in China—Nivea Men Oil Control and Nivea Make Up Clear products—in response to what the company says are unique skincare needs of Chinese consumers.

2017 News of Note

Beiersdorf is doubling down on its research into skincare, having conducted a reported 1,900 studies spanning approximately 45,000 people across many regions.

The company continues to focus on a handful of important skincare related issues. The first pertains to gaining a deeper understanding of skin metabolism and its role in the aging process. Building on its discovery of coenzyme Q10’s positive influence on skincare, the company partnered with the Center for Free-Electron Laser Science in Hamburg with the goal of developing a simulation that will enable them to delve deeper into solving the conundrums associated with the skin’s cellular energy production, including cell degeneration during aging. Future work will focus on translating the simulation findings into new products formulated to address those needs.

The company’s researchers are also exploring the unique cellular process of aging in the skin of diabetics in collaboration with the Universities of Heidelberg and Hanover. Focused specifically on the reduced activity of the enzyme glyoxalase (which is deficient in diabetics) and its part in impeding the regeneration of nerves in the skin, the company hopes to chart a new path for future product development, not just for diabetic consumers but also for aging skin, as it experiences a similar phenomenon.

A third avenue of research focuses on skin pigmentation in aging skin. Working with the Laboratory of Cell Biology at the National Cancer Institute of the U.S. National Institutes of Health, Beiersdorf helped disprove the commonly held belief that excessive melanin production is the root cause of age spots. More research into age spots and products that address them are in the works.

Looking Ahead

According to an August press release, Beiersdorf expects its Consumer Business Segment to outperform the market in 2017 with sales growth of 3-4%. Despite a problematic attack of the company’s IT systems in June, sales were up 4.6%.

Corporate Sales: $7.3 billion
Beauty Sales: $6 billion

Major Products/Brands: Aquaphor, Eucerin, La Prairie, Nivea, Labello lip balms, Florena, 8×4, Atrix, SLEK and Hidrofugal.

New Products: Nivea In-Shower Body Lotion, Nivea Men, Eucerin In-Shower Moisturizer, La Prairie Crème Hydratante Éclat Caviar Nacré, La Prairie Cellular Swiss Ice Crystal Eye Cream and Emulsion, Labello Limited Edition Care & Color Lip Balm, Nivea Deo Black & White, Nivea Face Cellular Anti-Age, Nivea Face Q10 Pearls.

Comments: CEO Stefan Heidenreich described Beiersdorf’s 2015 as successful and pointed to earnings as hitting record levels, with the strength of the company’s brands playing a decisive role in that economic success. Nivea was the most prolific performer for Beiersdorf, thanks in part to new product launches and the brand’s enduring global popularity.

The company launched a well-received line of moisturizers for time-crunched multi-taskers with the debut of Nivea In-Shower Body Lotions. The products are packaged in inverted bottles with dispensing closures, and feature emollient ingredients formulated to be applied then rinsed off in the shower to impart 24-hour moisture to the skin.

Aiming to take an even bigger bite out of the rapidly growing men’s grooming category, Beiersdorf added a handful of products to its incredibly successful Nivea Men’s product line, including Nivea Men Creme, Pure Impact 3-in1 Body Wash, Sensitive Protective Lotion, Cooling Shaving Gel and Sensitive Cooling Post Shave Balm. Each of the products is housed in cleanly designed packages with coordinating navy, white and silver color stories. The non-greasy Creme is a multi-use product for face, hands and body, and is packaged in a sleek, double-embossed screw-top aluminum tin that’s “engineered for men’s hands” with side-rings to ensure a firm grip.

Also worth noting in Nivea news, the ongoing love affair with the iconic signature scent of Nivea’s cream was once again translated into an Eau de Toilette last October (the first hard to find iteration was launched in 2011). The 30ml EDT is packaged in a simple, round, white, opaque bottle.

In legal news, the Federal Supreme Court of Germany sided with Beiersdorf in a patent infringement case regarding the use of Nivea’s registered trademark color, NIVEA Blue, reversing a 2013 decision made by the Federal Patent Court to delete the trademark color. The color NIVEA Blue was first introduced in 1925 by Beiersdorf’s head of advertising at the time, Juan Gregorio Clausen.

The next step in the process takes the Beiersdorf team to Federal Patent Court. In the meantime, Beiersdorf board member Ralph Gusko commented, “Since 1925, the color NIVEA Blue, as it is used on our legendary creme tins for example, has stood for the brand values: Trust, Closeness and Care. It is the ‘face’ of the brand and the foundation for the global design language of Nivea products. Its wide use over a long period and across the brand portfolio has ensured that consumers around the world associate the characteristic blue with the absolute highest skin care competence. For this reason, we will spare no efforts in protecting the iconic color image as well as all other brand and design rights.”

News of Note in 2016

Beiersdorf continues to push the bounds of high-end skin care formulation innovation and in September the company debuted La Prairie Skin Caviar Essence-in-Lotion, marking the first time caviar water (used in lieu of actual water for hydrating and soothing benefits) has ever been used in cosmetics. Dubbed “the missing link” essence to be used post-toner and pre-serum in the skin care regimen, the product carries a $240 price tag and is housed in an instantly recognizable, cobalt blue package.

Corporate Sales: $7.7 billion
Beauty Sales: $6.3 billion (Consumer)

Major Products/Brands: Nivea, Eucerin, La Prairie, Labello, 8X4, Florena.

New Products: Nivea Q10 Pearls, Nivea Powder Touch, Nivea for Men Platinum Protect 3-in-1 Deodorizing Body Wash, Nivea Extra Whitening Cell Repair Deodorant Spray, Eucerin Diabetics Dry Skin Relief, Eucerin Baby, La Prairie Skin Caviar Concealer Foundation SPF 15, La Prairie Skin Caviar Luxe Eye Lift Cream.

Comments: Just as Picasso had his blue period, so does Beiersdorf, but while the contemporary artist felt depressed, the Germany-based skin care manufacturer is elated. That’s because continued success and profitability for 2014 was due largely to the company’s Blue Agenda, which was put in place to strengthen and capitalize on its key brands, particularly Nivea, with its iconic color.

For 2014, despite difficult overall market conditions, Beiersdorf sales increased by 2.3%, to $7.7 billion. The company’s three core brands added up to the Consumer business segment being a major contributor, accounting for $6.3 billion, with an organic sales growth of 4.8%. Nivea achieved 6.2% growth, Eucerin 6%, and La Prairie, 5.1%. Nivea Deo, Nivea Shower and Nivea Body all performed well, the latter especially from the expansion of the Nivea Body range. Nivea Powder Touch was also especially successful. Nivea anti-aging products are also adding to the bottom line. Nivea’s Q10 Pearls, launched at the end of 2014, is said to be a “highly effective” anti-wrinkle serum, and Beiersdorf says it’s the first product to make pearl technology accessible to mass market consumers.

Beiersdorf increased organic sales in all regions, with Europe accounting for 53.7% of Consumer sales; Africa/Asia/Australia, 27.6%; and Americas 18.7%. In Europe, Beiersdorf further increased its market position in the Consumer arena, with a sales growth of 2%. In Western Europe, sales rose by 1.6%. The performances in Germany, the UK and Spain were particularly encouraging. In Eastern Europe, sales grew by 3.6%; La Prairie saw extremely strong growth in this region.

Beiersdorf achieved sales growth of 6.2% in the Americas region. Business in Latin America performed well once again with sales growth of 7.1%, led by Brazil. In North America, sales increased by 4.6%.

The Africa/Asia/Australia region saw a strong increase in sales, with growth of 9.6%. Many markets in the region generated good or extremely good growth rates, although economic growth has eased in some markets, particularly in China.

News of Note

In July 2015, the Federal Supreme Court of Germany reversed a 2013 decision made by the Federal Patent Court about the deletion of the registered color trademark “Nivea Blue.” At the instigation of a competitor, the Federal Patent Court had ordered the removal of the color trademark from the German trademark register. The case will now begin at the Federal Patent Court again. Beiersdorf said it welcomed this decision by the Federal Supreme Court, which regards the color as a trademark and not only as a decorative background with high recognition value. The iconic blue color has played a key role in defining the brand since 1925.

Looking Ahead

In August, Beiersdorf announced that its consistent growth path had continued in the first half of 2015, proclaiming its “best-ever result for the first six months of a year.” The company increased both its sales and earnings, and gained market share—at mid-year, exceeding the previous year’s results.

The Consumer Business Segment recorded strong growth in the second quarter, after flat business in the first. Sales rose by 7.2%.

Sales in Europe reached last year’s high, despite some challenging market conditions. While Eastern Europe delivered sales growth of 6.4%, sales in Western Europe were down 1.4% on the previous year. Strong growth rates were achieved in Russia in particular.

Beiersdorf recorded a significant increase in sales in the Americas region, at 8.3%. Sales rose by 4.5% in North America and by 10.7% in Latin America. Brazil was the main growth driver, again generating double-digit growth. In FY 2015, Beiersdorf anticipates above-market sales growth of 3-5% for the Consumer Business Segment.

Corporate Sales: $8.5 billion
Beauty Sales: $7 billion

Major Products: Global skincare and body care brands from mass to prestige, including Nivea, Eucerin, Labello, Florena, 8X4 and La Prairie.

New Products: Nivea In-Shower, Nivea Deodorant Invisible for Black & White, Nivea Face Cellular Anti-Age Face Care, Nivea Men Exfoliating Face Scrub, Florena Anti-Age Hand Care, Eucerin Volume Filler, Eucerin AtopiControl, Labello Vitamin Shake, La Prairie Cellular Eye Essence Platinum Rare.

Comments: Beiersdorf continued to “hit it right” in 2013, with focused R&D efforts leading to consumer skincare products that were “on the money,” from mass market Men’s skin care to ultra-prestige launches from La Prairie.

Beiersdorf recorded significant sales growth in all its business segments in 2013, with corporate sales up 7.2% in organic terms in the past fiscal year. Nominal sales (attributable to the growth of the euro) increased by 1.7%, from about $8.3 billion to $8.5 billion.

The Consumer Business Segment, which accounts for the vast majority of the corporate business, achieved organic sales growth of 7%.

Upon presenting the annual results, CEO Stefan F. Heidenreich, said: “2013 was an important and successful year for our group. In 2012 we developed and launched our Blue Agenda setting out the course for the next phase of Beiersdorf’s strategic development. Now during 2013 we have seen the first results of its implementation. The excellent growth dynamic achieved in 2013 across all areas of the group shows that this course is the right one.”

The Blue Agenda focuses on five key areas: Strengthening brands (especially Nivea), increasing innovative power, systematically expanding impact and presence in emerging markets and Europe, increasing efficiency and speed and employing dedicated workers.

Work continued on designing a new logo for the Nivea brand—and for its Nivea Men product line. The corporate logo was then designed to complement that of its core brand, with the same color and look. Beiersdorf’s new logo was revealed in January 2014.

In the highly successful Consumer Business Segment, organic sales grew 7%. In nominal terms, sales rose by 1.1% to $7 billion. All of the company’s three core brands—Nivea, Eucerin, and La Prairie—achieved strong growth rates. Nivea delivered 7.5% growth; Eucerin, 11.5%; and La Prairie, 7.5%.

As far as regional performance, Beiersdorf was successful in mature markets as well as emerging markets. For the first time, the share of total Consumer sales achieved in emerging markets reached a level of 52%, compared to the prior-year level of 49%.

Consumer sales were highest in Europe (55% of total sales), followed by Africa/Asia/Australia (27%); and The Americas (19%). Both mature European markets as well as emerging markets saw sales growth that topped previous years. Western Europe sales looked to be on a positive trend for the first time since 2008. In Germany, Beiersdorf recorded positive growth. In Eastern Europe, sales were 0.4% below prior year. Sales growth in Latin America was positive, driven largely by Brazil. Significant growth (19%) was recorded in the Africa/Asia/Australia region, especially in China, India and Japan. In North America, sales increased 4.6% compared to the prior year.

To fuel continued R&D, additional development labs were constructed in South America and China. A new facility is also expected to open next year in India.

Focused R&D Boosts Sales

With more than four million units sold, Nivea In-Shower—which moisturizes skin during cleansing—was the blockbuster new product in Germany in 2013. It quickly multiplied into a number of variations including Body Lotion with Sea Minerals, Body Milk Honey & Milk or Refreshing After-Sun Lotion. In-Shower appeals to consumers with little time, because the new products nourish skin “on the go.”

Nivea In-Shower is a prime example of how Beiersdorf’s R&D is focused strongly on consumer expectations. Along these lines, other new innovations that propelled sales for the year included Nivea’s Deodorant Invisible for Black & White, Nivea Deodorant Stress Protect, Nivea Cellular Anti-Age Face Care and Eucerin’s Volume Filler.

Beiersdorf also made strides in corporate and social sustainability efforts. One example is that FSC-certified papers are now being used on Nivea folding cartons.

Forecast 2014

When delivering results for FY 2014, Beiersdorf said it expected corporate sales to increase by 4-6% compared to 2013.  In the Consumer Business Segment, the expectation was for sales growth to outperform the overall market at a level of 4-6%.

And in fact, the prediction proved to be on target, with positive sales increases both in emerging markets and in Europe. The Consumer Business Segment generated organic sales growth of 5% in the first half of 2014. Nivea grew sales by 6.1%, Eucerin by 6.8% and La Prairie by 7%.

In Europe, sales grew by 2%. In Western Europe, sales improved by 1.6%. In Eastern Europe, the growth rate was 3.9%. The Americas region continued its positive sales trend with an increase of 4.8%. In Latin America, sales growth of 5.1% was recorded, while in North America, sales increased by 4.2%. In the Africa/Asia/Australia region, sales grew by 11.3%.

Corporate Sales: $8 billion
Beauty Sales: $6.7 billion

CEO Stefan F. Heidenreich took over from Thomas-B. Quaas, who served for more than 30 years.

Major Products: Skin care brands including Nivea, Eucerin, Labello, Florena and La Prairie.

New Products: Nivea Smooth Sensation, Nivea-A Kiss of Smoothness, Nivea MenActive3 Sport 3-in-1 Body Wash, Eucerin Dry Skin Therapy, Eucerin Eczema Relief, La Prairie Anti-Aging Eye and Lip Perfection à Porter, La Prairie Skin Caviar Luxe Sleep Mask.

Comments: In April 2012, Stefan F. Heidenreich took over as CEO upon the retirement of Thomas-B. Quaas, who had served the company for more than 30 years. When presenting the annual results, Heidenreich said, “We are satisfied with our fiscal year 2012 performance. We have met our sales and earnings targets.”

Group sales were up 4.7% like for like to $8 billion. Sales in the Consumer Business Segment reached $6.7 billion.

Sales of skin care leader Nivea grew 6.4% worldwide.

Success, in part, comes from following a specific direction to stay on track—a course that has been dubbed the Blue Agenda, Beiersdorf’s “strategic compass”—and one the company continues to follow. For 2013, Beiersdorf forecasts sales growth in excess of the market. The focus remains on strengthening its brands—especially skin care leader Nivea (regarded as the world’s largest skin care brand), and extending its presence in developing regions. The German manufacturer will also aim to grow Eucerin and La Prairie in their respective segments.

All of Beiersdorf’s core brands—Nivea, Eucerin, and La Prairie—achieved healthy growth, especially Nivea, which grew 6.4% worldwide.

The Asia, Eastern Europe, and Latin America regions continued to be growth drivers, while the saturated markets of Europe and North America were flat. The effects of a weak economy on consumer spending were noticeable in the large Western and Southern European markets.

Sales in the Europe region increased slightly by 0.6%. Eastern Europe generated strong growth of 8.7%. As expected, sales in Western Europe were down slightly on the previous year due to difficult economic conditions in a number of countries. Sales in Germany remained pretty much flat.

Sales in the Americas region rose by double digits—12.6%. Latin America performed particularly well, with an increase in sales of 17.7% driven primarily by extremely good growth rates in Brazil. Sales in North America were up 2.7% on the previous year.

The Africa/Asia/Australia region recorded a 9.9% increase in sales. In line with planning, sales in China were on a level with the previous year.

The share of sales by the Consumer Business Segment accounted for by markets in Eastern Europe, Latin America, and Africa/Asia/Australia rose to 49%, a gain of 3% over the previous year.

Beiersdorf’s core brands.

For the first half of 2013, Beiersdorf continued to produce strong sales. Group sales rose by 6.6% organically, to $4.2 billion.

The Consumer Business Segment delivered organic sales growth of 6.5% in the first six months of 2013, with sales reaching $3.5 billion.

In terms of organic sales growth by brand, Nivea grew by 6.8%, Eucerin by 12% and La Prairie by 5.3%.

Heidenreich credited the company’s colorful path: “The systematic implementation of our Blue Agenda over the last twelve months has given Beiersdorf a clear boost. We are becoming increasingly better at translating the potential of our brands and our company into economic success.”

In the Consumer Business Segment, Beiersdorf is predicting sales growth of 5-6% for 2013 and overall market growth of 3-4%.

Corporate Sales: $7.8 billion
Beauty Sales: $6 billion (consumer)

La Prairie continues to ring up prestige sales for Beiersdorf.

Major Products: Nivea, La Prairie, Eucerin, 8 x 4, Labello, Florena and SLEK skin care.

New Products: Nivea for Men Sensitive Series, Nivea Pure & Natural skin care, Nivea Invisible for Black & White deodorant range, Nivea Body Repair & Care; Labello Repair & Beauty, Eucerin Complete Repair; La Prairie Eye Cream Platinum Rare and La Prairie Cellular Power Infusion.

Comments: A new CEO and a change in organizational structure to focus on skin care marked the year at Beiersdorf, which streamlined its portfolio and concentrated on its strengths—most notably its Nivea brand, which celebrated its 100th anniversary. Corporate sales rose 2.1% on a like-for-like basis to $7.8 billion. Overall, consumer product sales increased 1.1% over the prior year to $6 billion.

Performance in the global consumer markets varied greatly. Business in the UK and Eastern European countries proved to be very positive, while sales in other European countries did not match prior-year levels due in large part to the streamlining of the product range and withdrawal of cosmetics offerings, according to Beiersdorf. Growth was strong in The Americas (up 10.3% as a whole; in North America up 2.1%), particularly in Latin America. The Africa/Asia/Australia region remained on par with the prior year, with Japan, South Africa and India reporting good results. While sales suffered somewhat in China, Beiersdorf says it is partially due to its revamping measures there. It is reorganizing its business structure to focus on its two Chinese enterprises, priming them for key future market growth: Nivea Shanghai and Beiersdorf Hair Care China. Nivea for Men and La Prairie proved to be winners in China.
By region, corporate sales in Europe were strongest at 60%, followed by Africa/Asia/Australia (21.8%) and The Americas (17.6%). Consumer sales in Europe rang up at $3.6 billion. In The Americas: $1.1 billion.

Beiersdorf concentrated its efforts on its forté of skin and body care, a strategy that it says paid off during the year. The company says that skincare will account for 45% of global cosmetics sales by 2015 and as it claims that Nivea is the No. 1 skincare brand in the world, that’s where their emphasis will continue to be. The company said sales of Nivea products rose 2.1% worldwide, driven by the success of Nivea deodorant, bath care and men’s products. The Nivea makeup business was discontinued worldwide and the Nivea Hair Care and Styling business was restructured in some countries. Restructuring also meant job cuts for about 1,000 Beiersdorf employees worldwide.

As for Beiersdorf’s other leading global brands: Sales of Eucerin rose 4.8%, boosted by the anti-aging line, and proved strong in Sweden, Argentina and Chile, while sales of the premium cosmetics and skincare brand La Prairie rose 3.4%. La Prairie Cellular Power Infusion and La Prairie Cellular Eye Cream Platinum Rare were top sellers. Florena launched a new range of products for men.

With its continued focus on the Nivea brand, Beiersdorf exited the color cosmetics market and sold its regional brands Juvena and Marlies Möller. Overall, Beiersdorf reduced its European product range by nearly 20% so retailers could focus on key products.

By region, sales in Western Europe fell 3.7%, primarily due to streamlining measures. Sales in Eastern Europe increased 5.2% due, in part, to good gains in Russia, Ukraine and Serbia. Sales in the Americas jumped 10.3% as North American sales rose 2.1% and Latin American sales surged 15.2%. Sales in Africa, Asia and Australia rose 1.8% as gains in India and South Africa were partially offset by weakness in China.

In North America, sales of Nivea Body Care and Nivea Shower were strong. In Latin America, Nivea Visage, Nivea Soap, Nivea deodorant and Nivea Sun all achieved good results.

Research, research, research continues to rule at Beiersdorf where efforts toward innovation in skin care are top of mind, and which the company believes will take it to new heights. Successful strides were reported with the year’s launches of Nivea Visage Pure & Natural, Nivea Deodorant Invisible for Black & White, Nivea Body Repair & Care, Nivea for Men Sensitive, Eucerin Complete Repair and La Prairie’s Eye Cream Platinum Rare and Cellular Power Infusion.

Stefan F. Heidenreich (pictured) succeeds Thomas-B. Quaas as Beiersdorf CEO.

As far as personnel changes, in April, Thomas-B. Quaas retired as chairman of the executive board and switched to the supervisory board. His replacement, Stefan F. Heidenreich had been with Reckitt Benckiser, Bertelsmann and, most recently, the Hero Group. He began his career with Procter & Gamble.

Bill Graham was promoted to the position of president and general manager of Beiersdorf Inc., responsible for the strategic direction, growth and success of the U.S. affiliate.

In the first half of 2012, Beiersdorf sales seemed to be proceeding smoothly according to the company’s revamped plan. Group sales rose by 2.6% over the previous year, reaching $3.9 billion—owing largely to growth in emerging markets. Consumer sales increased 2.5% in the first six months. Stefan F. Heidenreich, chairman of the executive board commented, “On the whole, we are satisfied with how business developed in the first half of the year. The numbers reflect the first fruits of Beiersdorf’s strategic realignment. They show that we can generate profitable growth even under difficult macroeconomic conditions. We are on the right track with our moves to strengthen our brands and innovative capabilities, as well as expanding our presence and impact on the emerging markets.”

All of the company’s core brands contributed to sales growth, led by an increase of 4.4% at Nivea, 3.1% at Eucerin, and 2.7% at La Prairie.

Beauty Sales: $7 billion
Corporate Sales: $8.2 billion

Major Brands/ Products: Mass market, dermocosmetics and prestige skin care brands, including Nivea, Eucerin, La Prairie, 8X4, Florena, Slek, SBT.

New Products: La Prairie Platinum Rare Serum, La Prairie White Caviar Illuminating Système, Nivea Deodorant Calm & Care, Nivea for Men Silver Protect series, Nivea Q10 relaunch, Eucerin Men Silver Shave product line.

Comments: Mass-market brand Nivea and prestige brand La Prairie contributed some good news to Beiersdorf’s year-end report. While fiscal 2010 proved better than the prior year, overall, the consumer business segment recorded only a slight increase in sales, growing 3.1% on a like-for-like basis compared with the previous year. Sales rose by 7.8% to $8.2 billion, prompting Thomas-B. Quaas, chairman of the executive board to declare 2011 yet  another year of transition. Consumer sales reached just over $7 billion.

Corporate sales were highest in Europe, which accounted for 62.1%; while Africa, Asia and Australia contributed 21.3%; and Americas, 16.6%.

Performance in the global consumer markets varied greatly in 2010, leading to further disappointment. While North American and Latin American markets achieved double-digit growth, sales in the Africa/Asia/Australia region were up only slightly on the previous year. In Europe, the UK and Russia proved strong, while other countries failed to meet expectations. Most of the company’s Western European markets fell, causing management to institute strong recovery measures. For one, they spotlighted skin care with the slogan “Focus on Skin Care. Closer to Markets.”

With the emphasis on skin care, each region was put under the watch of an executive board member responsible for it. Skin and body care ranges were analyzed and the global product portfolio streamlined.

Beiersdorf backed away from the Nivea makeup business in Germany, and disposed of smaller regional brands such as Juvena and Marlies Möller.

Quaas announced they would invest heavily in their skin and body care brands going forward—just in time for leading brand Nivea’s celebration of its 100th birthday.

In 2010, Nivea achieved organic worldwide growth of 1.8%. Key growth products were Nivea Deodorant, Nivea for Men and Nivea Sun. Nivea Deodorant Calm & Care, the Nivea for Men Silver Protect series, and Nivea Sun Protect & Bronze proved especially successful. Nivea Hair Care and Nivea Hair Styling declined.

Eucerin showed strong growth of 9%, with especially strong sales in the U.S., Thailand and Chile. Nivea products that contributed to more than a 14% growth in North America included Nivea Body Care, Nivea Shower, and Nivea for Men.

In Latin America, Nivea Soap, Nivea Deodorant, Nivea Sun, and Nivea Visage recorded the highest growth rates.

Nivea Deodorant, Nivea for Men, and Nivea Sun performed very well in the Africa/Asia/Australia region. Eucerin and La Prairie achieved double-digit growth in the region as well. Sales in Japan were also up on the previous year. In China, sales dropped below those in the previous year.

In the luxury segment, La Prairie showed signs of recovery from the previous year, with a 7.5% increase in global sales. The new La Prairie Platinum Rare Serum and the newly launched La Prairie White Caviar Illuminating Système series proved strong.

With the travel market showing signs of improvement, 65 Nivea products and a range of travel sets were introduced in various European airports.

In November, Beiersdorf established a new affiliate in Vietnam. The company, which sources its products from the Nivea plant in Thailand, was formed to better serve local markets in Asia, especially in regard to expanding the Nivea brand.

In 2011, Nivea, known as the world’s largest mass-market body care brand, is celebrating its 100th anniversary in a big way, with the company reporting sales growth of 2.6% in the first half of 2011, and a 1.3% rise in its consumer business. Contributing to the awareness and sales is the multimedia, global appearance of pop star Rihanna as spokeswoman for the brand.

In July, Beiersdorf announced a major change in U.S. management. Bill Graham was promoted to the position of president and general manager of Beiersdorf Inc., responsible for the strategic direction, growth and success of the U.S. affiliate.

Just this month, Beiersdorf announced a change in its global management in which Stefan F. Heidenreich, current CEO of the Hero Group, will succeed Thomas-B. Quaas as CEO of Beiersdorf. The switch is effective April 26, 2012, following its annual general meeting.

Beauty Sales: $7.2 billion
Corporate Sales: $8.2 billion

Major Products: Nivea, Labello, SBT Skin Biology Therapy, Eucerin, La Prairie, 8 x 4, Florena and SLEK skin care brands.

New Products: Nivea—Good-bye Cellulite Fast-Acting Serum, Skin Firming Moisturizer Q10 Plus, Nivea for Men Silver Protect; La Prairie—Midnight Blues color collection, Cellular Eye Cream Platinum Rare, Life Threads, Life Threads Gems fragrances.

Comments: While group sales fell a hair (less than 1%) and prevented Beiersdorf from maintaining its pace of growth, sales in the BRIC countries helped drive up its consumer sales by 1.2% over the previous year. China and Latin America posted double-digit sales growth, and Eastern Europe, the U.S. and Germany also rose above 2008 sales. Sales declined somewhat in Western Europe. Still, Europe accounts for nearly two-thirds of the company’s sales, followed by the Africa/Australia/Asia region, and the Americas. Global brands such as Nivea, Eucerin and La Prairie, as well as several strong regional brands, reinforced its global role as a leader in skin care.

By brand, sales of Nivea rose 1.3%, due to strong demand for Nivea deodorant, which received a boost from the launch of Nivea for Men Silver Protect, as well as Nivea Bath Care and Nivea Shower Crème Oil. However, Nivea Body Care sales fell despite the fact that in February, Nivea Body Care underwent one of the company’s largest redesigns, and relaunched in a new bottle shape, especially geared to appeal to women. In the third quarter, Nivea introduced a new umbrella logo to provide consumers with a consistent brand image.

Sales of Eucerin rose 6.5%, driven, for the most part, by the relaunch of Eucerin Sun Protection and strong demand for the Eucerin Body series in the U.S.

Sales of prestige beauty brand La Prairie fell more than 8%, but sales of the newly launched La Prairie Cellular Cream Platinum Rare and the new La Prairie Swiss Cellular White Series achieved good results. La Prairie did well in the Africa/Australia/Asia region.

As sales continued to improve in 2010, Beiersdorf announced a new executive board structure as of May, breaking into three functional and three regional areas of responsibility. Goals of the reorganization include focusing on core competencies in growth categories; addressing regional consumer desires; and flexibly aligning with markets. Thomas B. Quaas remains chairman of the reorganized executive board. The new hierarchy will enable the company to focus on its drive in skin care. “Fifty percent of the expected growth in the global cosmetics markets will occur in the skin care category,” said Quaas. “This translates into excellent growth opportunities for Beiersdorf, because skin care has always been our core competence.”

Beauty Sales: $7.5 billion (Consumer sales)
Corporate Sales: $8.4 billion

New Products: Nivea—Lip Care (U.S.), Nivea Body My Silhouette, Nivea for Men Active 3; Eucerin—DermoDensifyer. La Prairie— Advanced Marine Biology day cream with SPF 20 and Cellular Serum Platinum Rare.

Comments: Beiersdorf, which has increasingly focused in recent years on what it has perceived to be a growing market for skin and beauty care, was one of the leading beauty industry success stories in 2008, both growing substantially and further expanding its global market share. In a faltering economic climate, Beiersdorf’s consumer business segment—which incorporates all of its personal care and beauty products, including bandages—recorded sales of $7.5 billion, a rise of 12.3% when adjusted for currency translation effects, or 10% at current exchange rates. The German powerhouse now lays claim as one of the largest international companies with its three global beauty brands Nivea, Eucerin, and La Prairie.

Nivea for Men Active 3 is a unique 3-in-1 showering agent that combines a body wash, shampoo and shaving gel all in one bottle.

In 2008, Beiersdorf again recorded strong growth in China, Eastern Europe, and Latin America, and prepared for its future in the U.S. The company also achieved good results in its domestic market of Germany. As part of its consumer business strategy, it also continued with its realignment of its supply chain, which began in 2006. On a brand level, Nivea’s sales rose by about 10%, driven by deodorant, hair care, bath care and Nivea for Men products, in particular, the Nivea for Men Extreme Comfort range and the Nivea for Men DNAge. Nivea Hair Care continued its success following its relaunch in 2007, while Nivea Body was down compared to 2007.

Success in hair care volume was boosted by sales in China, due to Nivea’s acquisition of successful Chinese company C-Bons Hair Care Group, with popular Chinese hair care brands Slek, S-Dew, and Hair Song and the market leader among the styling brands, Maestro. Excellent results in the hair care segment were also attributable to the R&D technology behind Nivea for Men Hair Recharge and Nivea Hair Care Diamond Gloss range.

Nivea Body may take new shape thanks to My Silhouette, a figure care gel, which claims to tighten and smooth skin, improving elasticity in just four weeks.

In the luxury segment, Beiersdorf’s La Prairie range recorded growth of 12.3%, with key contributions made by new launches in the Advanced Marine Biology series, Anti-Aging Stress Cream and the La Prairie Caviar Collection. While many products target older consumers’ needs, the Marine Biology Collection is an environmentally friendly aquaculture technique geared to younger consumers.

Sales of Eucerin rose 12.6% in 2008, thanks especially tp its anti-aging products.

In Europe, consumer sales rose by 6.6% in 2008; in the Americas, sales rose 13.1%. In North America, sales rose 3.8%, thanks in part to the successful launch of Nivea Lip Care and Nivea for Men shower products in the U.S. Beiersdorf says in the U.S., it is focusing on skin care with Nivea Body, Nivea for Men, Eucerin, and Aquaphor. The company recorded double-digit sales growth for the second year in a row in 2008 in the U.S. in the body care segment.

In Latin America, sales rose a whopping 20.9%, with all major markets contributing double-digit growth rates. Nivea Deodorant, Nivea Body, Nivea Soap, and the Eucerin brand were the leading contributors in this region.

Conditions in the first half of 2009 were not quite as bright as they had been in 2008. Still, Thomas-B. Quaas, chairman of the executive board, commented: “Business developments in the first half of the year are in line with our current expectations. The global cosmetics markets have seen mixed development and in our opinion will end 1% to 2% lower on average than in 2008.”

In August, Beiersdorf and Bubbles & Beyond announced a partnership under which the two will develop cosmetics with unique properties for the thorough, but gentle cleansing of skin and hair. Bubbles & Beyond specializes in the development of innovative liquids, emulsions and foams. These substances function like a liquid sponge, enabling the gentle, but efficient cleansing of sensitive surfaces. The partners have already developed a solvent-free nail polish remover.

Beiersdorf says it aims to increase its world market share in the area of skin and beauty care to 5.5% by 2010.

Beauty Sales: $6.9 billion for consumer (includes cosmetics and toiletries and sales of Elastoplast and Hansaplast)
Corporate Sales: $8.1 billion

Products/Brands: Skin care, beauty care, hair care and toiletries sold under brand names including Nivea, Eucerin, La Prairie, Slek, Labello, 8×4, Juvena, Florena.

New Products: Nivea Diamond Gloss hair care and styling range, Nivea for Men Hair Recharge, Nivea Visage Young bye-bye spot,  La Prairie Advanced Marine Biology Cream, Eucerin DermoDENSIFYER, Juvena Eye Optimizer.

Nivea for Men Hair Recharge promises that, right from the beginning, more energy for hair growth is available and individual hairs become thicker.

Comments: Beiersdorf, with its more than 125 years of experience in skin and beauty care says it’s been a global player from the start (the company first linked to companies in the U.S. in 1893, 11 years after its founding by pharmacist Paul C. Beiersdorf in Hamburg, Germany). Today, Beiersdorf claims its key product, Nivea, is the largest skin and beauty care brand worldwide.

In 2007, Beiersdorf reported corporate sales of  $8.1 billion. Sales of the company’s consumer business segment, which includes skin care cosmetics and toiletries—but also its plaster products Elastoplast and Hansaplast—rose 7.7% to $6.9 billion. Approximately 85% of sales are attributed to personal care. Nivea is the top-selling brand. Eucerin (dermocosmetics) and La Prairie (luxury cosmetics) are also very successful. In 2007, Beiersdorf acquired C-BONS hair care group in China.

Nivea’s sales rose in all regions in 2007, allowing the brand to record global growth of 11.4%. Driving the success were products such as Nivea deodorant, Nivea body and Nivea for men. In addition, Beiersdorf said Nivea Visage Oxygen Power had a very good start, while the relaunch of Nivea Hair Care continued its success. However, bad weather hampered growth rates of the Nivea Sun line. Eucerin met targets, recording growth of 19.6% in 2007 and the La Prairie Group recorded growth of 10.7%.

On a geographical basis, sales rose 4.8% in Europe. Sales results in Germany—which were affected by the shifting of exports to Dubai and Russia for Middle East and CIS regions, respectively—dropped 4.2%. Sales to customers within Germany were up 0.2%. In Western Europe (excluding Germany), sales rose 4.3%, and in Eastern Europe, Beiersdorf recorded another year of double-digit growth with sales up 27.7%. In the Americas, sales rose 12.5%, with North America up 4.9%. In Latin America, Beiersdorf recorded double-digit growth of 20%, with Brazil (22.4%) and Mexico (15.0%), and affiliates in Venezuela (47.2%) and Argentina (35.7%) bolstering the strong performance. In Africa/Asia/Australia, sales rose 26.2%.

For the first half of 2008, sales rose a healthy 11.5% over the same period in the previous year, to $4.9 billion. The consumer division showed improved sales for the same period of $4.2 billion. Sales were strongest in Europe, but gains were also seen in Africa/Asia/Australia and the Americas. Global Nivea sales rose 10.4%.

The year will continue with a campaign focused on the U.S. market, which Beiersdorf targeted in 2007 for its core skin care brands Nivea hand and body and Eucerin/Aquaphor, generating significant organic growth in these segments. The second half of 2008 will see the launch of the first product line since the strategic change: Nivea Lip Care. The goal is to make Nivea Lip Care the No. 1 lip care in the U.S.

In India, Beiersdorf will continue to expand its Nivea for Men whitening range, launching Whitening Control Oil. The first Nivea for Men Whitening product launched in 2007 and became a bestseller in just six months.

In an effort to increase market share in the Middle East, Beiersdorf launched the Nivea Gold Brand Campaign, which runs in Arabic, English, Farsi and French. In addition, the company announced plans to open a Nivea Haus in Dubai, offering salon-like treatments to consumers. Another center will be opened in Berlin.