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Beiersdorf Releases 2010 Financials, Strongly Promotes Nivea Brand in 2011

Posted: March 3, 2011

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In 2011, the group aims to match its 2010 sales, while in 2012 it expects to see renewed sales growth. Sales growth in the consumer business segment will be significantly affected by the plans to streamline the product range. However, sales growth in the core areas is expected to more or less offset the effects caused by the streamlining of our product range. As a result, sales in the business segment should be on a par with 2010 levels.

As mentioned above, one way Beiersdorf is preparing for future growth is realigning the Nivea brand during 2011, which also marks the brand’s its 100th anniversary year. With the business strategy “Focus on Skin Care. Closer to Markets.” the company will concentrate on its core competence skin care, placing Nivea in its center. A comprehensive activation package supporting the Nivea realignment will begin the implementation phase in May.

“Skin care is the strongest growing segment of the global cosmetics market. By 2015, 45% of the total growth in the cosmetics market is expected to come from this area. With Nivea as the largest skin care brand in the world we will profit from this strong growth,” said Markus Pinger, Beiersdorf board member responsible for brands.

The realignment will feature the Nivea brand campaign “100 Years Skincare for Life.” With this motto, the brand’s campaign will start in May, center staging skin care and the Nivea core values. This will help to bring this brand in the ideal position for sustainable, profitable growth that expands from the company’s core. To support this initiative, Beiersdorf is launching a Nivea skin advisory tour in retail segments, citing that approximately two-thirds of all purchase decisions are made standing in front of the retail shelf. The tour will be at over 75,000 promotional stands in retail stores, offering an anticipated more than 13 million consumer contacts and around 1.7 million consultations.

Also, to reach new target groups Nivea will launch its largest-ever digital mobilization campaign in social media, expected to generate over one billion page views in one week. A collaboration with the pop star Rihanna will make a significant contribution to this endeavor. This effort will incorporate music from Rihanna into the different campaign elements. Together with Rihanna, Nivea will be able to target new generations of young consumers. This will occur in more than 120 million commentaries in various social media.