Beiersdorf | HAPPI

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Germany
www.beiersdorf.com
Sales: $7.2 billion

Key Personnel: Vincent Warnery, chief executive officer; Members of the Executive Board—Oswald Barckhahn, Europe, USA/Canada; Astrid Hermann, finance; Nicola D. Lafrentz, human resources; Grita Loebsack, Nivea; Ramon A. Mirt, emerging markets; Patrick Rasquinet, pharmacy and selective; Executive Committee—Harald Emberger, corporate senior vice president of supply chain and quality management; Dr. Gitta Neufang, corporate senior vice president of research and development

Major Products: Skin care—Nivea, Eucerin, La Prairie, Labello, Florena, 8×4, Atrix, Aquaphor, Hidrofugal,

Gammon; Hair care—Slek and Maestro

New Products: Nivea Deep skin care, Nivea 48 Hour Deep Nourishing Moisture, Nivea Cellular Luminous630; Eucerin Sun, La Prairie Skin Caviar Harmony; S-Biomedic (acquisition)

Comments: Beiersdorf called 2022 one of its most successful financial years in recent history—despite market volatility. Group sales rose nearly 16%. The 10.2% gain in organic terms marked, for the first time in at least two decades, that the company delivered double-digit organic sales growth. Consumer product sales increased 16.3%, with all regions and brands contributing to the gains. Beiersdorf gained market share on every continent led by Nivea and the Derma business. Africa/Asia/Australia (+10.2%) and Americas (23.2%) posted double-digit gains for the second year in a row. Despite the War in Ukraine, sales in Europe rose 5.0%.

Sales of derma brands Eucerin and Aquaphor jumped more than 26% to reach €1 billion for the first time. Derma sales rose in all categories and regions, but were especially strong in the US, Latin America and China. The Eucerin face care category, especially the anti-pigment and acne segment, were key growth drivers. The expansion of the successful Thiamidol range, provided a sales lift.

Luxury brand La Prairie’s sales increased more than nine percent. Beiersdorf credited the gain to a recovery in travel retail and improvement in brick-and-mortar retail in North America. In contrast, sales in China were hampered by covid-19 restrictions.

The strong results continued in the new year. Q1 corporate sales rose 12% and consumer product jumped 14.9%.

“Our efforts to transform Nivea are clearly paying off. Our brand icon grew in all regions and March was actually the best month in the history of the brand,” said CEO Vincent Warnery. “With strong, double-digit sales growth, Nivea in Europe and in the emerging markets, along with our successful Derma business, compensated for a difficult quarter at La Prairie – one that was negatively impacted by the effects of the corona lockdown in China. That clearly shows that we’re like a four-wheel drive vehicle: If one wheel loses traction, the others will keep the vehicle moving forward. That gives us even greater stability and security in times shaped by volatility and crises.”

Nivea, including Labello, grew organically by 18% in Q1. Beiersdorf derma brands, Eucerin and Aquaphor, posted organic sales growth of 26.9%. On the downside, La Prairie, the company’s luxury brand, reported a 12% sales decline, which was due to covid restrictions in China.

In April, Beiersdorf marked the 25th anniversary of Nivea Q10, its No. 1 face care range. Based on coenzyme Q10, the line is available in more than 60 countries.

“In 1998, we succeeded in making Q10 available in anti-aging skin care products for the first time,” noted Dr. Gitta Neufang, corporate SVP-R&D. “Today, coenzyme Q10 is one of the most important active ingredients in this segment.

We are equally proud of this pioneering work as we are of our other globally recognized contributions to skin research. For our consumers, we are continuously developing our Q10 formulas technologically and sensorially to improve their care performance.”

The latest example is Nivea Q10 Targeted Wrinkle Filler. It combines Q10 with Bioxifill peptides. It helps improve stubborn wrinkles in delicate facial areas, according to Beiersdorf.


Nivea developed a unique sunscreen for a young girl with a rare light disease called EPP.



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