Beiersdorf Making Strategic Moves In Natural Skin Care, China, Digital; Better Late Than Never?

The German firm’s sales increased 6% over the first nine months of fiscal 2019, led by La Prairie luxury, but its mass-market business remains a strategic priority. Bigger digital investments, natural skin-care launches and a sharpened focus on Nivea development in China should help spur growth in the segment.

Time is money. Alarm clock and euro banknotes.

Skin-care specialist Beiersdorf AG is growing in excess of 4% organically in 2019, and while some analysts believe the firm is late to the game in some areas of its strategic reset – eg, China, natural, digitalization – its efforts underway may turn some heads.

During the firm’s 29 October call to discuss fiscal 2019 nine-month results, CEO Stefan De Loecker highlighted a number of...

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