Bayer entered into a definitive agreement to sell the iconic sunscreen line to Hamburg, Germany-based Beiersdorf in May. Established in 1944, Coppertone was the first sun care brand launched in the US market. It is available in the United States, Canada and China, and generated sales of $213 million in 2018.
“We are convinced that Beiersdorf is an excellent new owner who will continue to invest in and grow the Coppertone™ brand,” said Heiko Schipper, member of Bayer’s Board of Management and President of Consumer Health. “Since Bayer took ownership of Coppertone™ in late 2014, we have made progress in revitalizing the brand and developing an exciting pipeline of innovative products thanks to the efforts and passion of our people. We look forward to seeing the team and the brand taken to the next level of success under Beiersdorf’s ownership.”
Beiersdorf acquired the global product rights to Coppertone and takes over approximately 450 dedicated brand personnel in the United States, Canada, and China including sales and marketing, R&D and others, as well as a production facility in Cleveland, TN.
With the sale, Bayer said it now able to focus on building its core over-the-counter business.