Beiersdorf’s on the DAX O N DEC. 22, 2008, Beiersdorf was admitted to the DAX, which comprises Germany’s blue chip stocks. “We are naturally delighted that we are now one of
the 30 leading listed companies in Germany,”
Thomas-B. Quaas, chief executive officer of Beiersdorf
AG said last year. “In recent years, we have turned
Nivea into the biggest skin and beauty care brand
worldwide. And we are confident that we shall continue to outperform the market.”
deodorant; Eucerin—DermoDensifyer. La Prairie—
Advanced Marine Biology day cream with SPF 20 and
Cellular Serum Platinum Rare.
; In 2008, 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. Excluding
the acquisition of its Chinese hair care business at the
end of 2007 and the increase in the interest in Beiersdorf
AG (Switzerland) to 100%, organic sales growth was 8.6%,
the company said.
On a brand level, Nivea’s sales rose 10% (adjusted for
currency translation effects), driven by deodorant, hair
care, bath care and Nivea for Men products. In particular,
the launches of Nivea body My Silhouette and the Nivea
for Men Extreme Comfort range were extremely encouraging, according to the company. Nivea Hair Care continued its success following its relaunch in 2007, however,
Nivea body recorded significantly weaker growth compared to 2007’s performance.
Beiersdorf reported that it met all of its targets for
Eucerin, and as a result, sales of the brand rose 12.6%
(adjusted for currency translation effects) in 2008.
Eucerin’s anti-aging products performed especially well,
according to the company.
La Prairie recorded growth of 12.3% (adjusted for currency translation effects), with key contributions made by
new launches in the Advanced Marine Biology series (see
“Wonders of the Sea” at Happi.com), Anti-Aging Stress
Cream and the La Prairie Caviar Collection.
Beiersdorf has increased its production presence in the
Asia-Pacific region. In July it invested € 10 million to double manufacturing capacity for Nivea products at its production facility in Bangplee, Thailand to 31,000 tons a
year. According to Beiersdorf, Nivea is now the largest
skin and beauty care brand in Thailand and the Eucerin
brand also occupies the pole position in the dermo-cos-metics segment with a market share of more than 70%.
The site also supplies Indonesia, Vietnam, Malaysia and
Singapore, as well as Australia and New Zealand.
In June, Beiersdorf inaugurated a new production
plant in Shanghai. The company invested approximately
€ 18 million in the new facility, which will manufacture
body care products. Beiersdorf plans to shutter its old production facility, which is just 30 kilometers away from the
In the Americas, Beiersdorf’s sales rose 13.1% (
adjusted for currency translation effects) in 2008. At current
exchange rates, sales rose by 7.5%. In North America,
sales rose 3.8%, with the launch of Nivea Lip Care and
Nivea for Men shower products in the U.S. proving
extremely successful. In Latin America, sales rose an
impressive 20.9%, with all major markets contributing
double-digit growth rates.
Sales: $6.9 billion
Key Personnel: Shinzo Maeda, president and chief executive officer, Shiseido Co. Ltd.; Yasuhijo Harada, director
and corporate senior executive officer.
Major Products: Skin care, color cosmetics, sun care, fragrances, hair care and toiletries.
New Products: Zen eau de parfum limited edition, White
Lucent brightening serum for neck and décolletage,
Perfect Rouge lipstick, Benefiance NutriPerfect eye
; Shiseido’s results for fiscal 2008 were sluggish, as both
net sales ($6.9 billion) and profits slid for the year ended
March 31, 2009.
Domestic cosmetics, which accounted for 59.7% of company revenues, declined 6.9%. Most products performed
poorly, according to the company, save Haku Ex brightening beauty essence. In particular, the company said “
counseling” cosmetics in the medium price range and lower-priced self-selection cosmetics struggled.