Top Companies Report

7. Beiersdorf

August 6, 2012

Germany
www.beiersdorf.com

Sales: $6.5 billion

Key Personnel: Stefan F. Heidenreich, executive board member, chief executive officer; Peter Feld, executive board member, Europe/North America; Ralph Gusko, executive board member, brands and supply chain; Dr. Ulrich Schmidt, executive board member, finance/human resources; Stefan De Loecker, corporate senior vice president, Near East region; and Patrick Kaminski, corporate senior vice president, Far East region.

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

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

Comments: Consumer product sales fell less than 1% last year. Corporate sales rose 2% to $7.8 billion. The company said sales of Nivea products rose 2.1% worldwide, driven by the success of Nivea deodorant, bath care and men’s products.

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%. Why? Because skin care will account for 45% of global cosmetics sales by 2015 and Nivea is the No. 1 skin care brand in the world, according to Beiersdorf. Meanwhile, sales of Eucerin rose 4.8%, with sales within the Anti-Age line providing a lift. Sales of La Prairie rose 3.4%.

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.

For the first quarter of 2012, group sales rose 6.9% as consumer sales increased 6.8%. Sales of Nivea products rose 10.1%, sales of Eucerin increased 7.8%, but sales of La Prairie declined 1.2%.

In personnel moves, in April, Thomas-B. Quaas retired as chairman of the executive board and switched to the supervisory board. His replacement, Stefan F. Heidenreich, 50, had been with Reckitt Benckiser, Bertelsmann and, most recently, the Hero Group. He began his career with Procter & Gamble.

This month, Ümit Sbasi, who had been responsible for emerging markets for nearly a year, left Beiersdorf to pursue new opportunities. He was replaced by Stefan De Loecker, corporate senior vice president for the Near East region, and Patrick Kaminski, corporate senior vice president for the Far East.


 

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