Beiersdorf turns its attention to skin care

Published: 1-Apr-2010
Skin Care Finance

German C&T giant Beiersdorf has clarified the product areas on which it intends to focus in upcoming years and has announced that it will reorganise its executive board accordingly. The company believes that the next few years will be shaped by uneven growth in global markets, changed trade structures, increasing consumer interest in low prices and intensified competition from private label

German C&T giant Beiersdorf has clarified the product areas on which it intends to focus in upcoming years and has announced that it will reorganise its executive board accordingly. The company believes that the next few years will be shaped by uneven growth in global markets, changed trade structures, increasing consumer interest in low prices and intensified competition from private label. In light of this, Beiersdorf says it intends to increase its focus on skin care; “50% of the expected growth in the global cosmetics markets will occur in the skin care category,” said executive board chairman Thomas B Quaas at an internal executive managers’ meeting in Hamburg. “This translates into excellent growth for Beiersdorf, because skin care has always been our core competence.”

In addition, the company hopes to respond to the needs of local consumers better by implementing flatter organisational hierarchies and quicker decision-making processes. Further to this, it will make several changes to its executive board, which will be effective from 1 May 2010. Bernhard Düttmann, responsible for finance, will also take charge of the company’s human resources portfolio; Markus Pinger will take responsibility for the Americas region as well as the global supply chain; and James C Wei will head up the Asia region. Meanwhile, Peter Kleinschmidt, formerly in charge of human resources and sustainability is to leave Beiersdorf after 25 years with the company.

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