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Beiersdorf Doubles Skin Care Production in Thailand
Posted: July 6, 2009
Beiersdorf announced it has invested approximately €10 million to double manufacturing capacity for Nivea products at its location in Bangplee, Thailand. The facility will now produce 31,000 tons per year. Sales in Thailand have seen constant double-digit growth in recent years, according to the company, making the country one of Beiersdorf's most successful markets. The company also states that Nivea is now the largest skin and beauty care brand in Thailand—its Eucerin brand holds more than a 70% market share of the Thai dermo-cosmetics segment as well.
"The expansion of capacity at our cosmetics factory in Thailand is a response to the constantly growing demand for care products in Southeast Asia," said Peter Kleinschmidt, member of Beiersdorf's executive board. "Our business continued the encouraging performance of recent years in the Thai market in the first months of 2009. We are expecting to enhance our market position in a focused manner as part of our global business strategy."
The Bangplee factory manufactures Nivea and Eucerin products, which have been partly specialized and developed to meet the needs of Asian consumers. Additional phases will allow the factory's capacity to be increased in future up to 60,000 tons.