German skin care specialist Beiersdorf experienced a successful year thanks to its core brand Nivea and dermocosmetics under Eucerin and Aquaphor. While its prestige brands declined, Nivea became the top face care brand in Brazil and Mexico. Beiersdorf's sales surpassed €5 billion, with a 16.2% organic sales gain, driven by growth in all regions and categories, as well as market share gains in e-commerce. The brand also saw significant growth in France and Germany through digital campaigns and strong e-commerce growth.
core brand Nivea and dermocosmetics under Eucerin and Aquaphor made for another bumper year for the German skin care specialist. This countered declines from its prestige brands, La Prairie and Chantecaille.
Eucerin grew its global market share in sun care for the fourth year in a row and relaunched its antiaging offer by extending the Thiamidol range. Luxury brands La Prairie and Chantecaille fared less well, notably due to their reliance on travel retail and mainland China, with the crackdown on daigou trade penalizing them. La Prairie’s sales dropped 15.4% on an organic basis, while Chantecaille’s were down 18.4%. The company made the decision to use 2023 as a transition year for both brands.
Beiersdorf Nivea Eucerin Aquaphor Skin Care Sales Growth Market Share E-Commerce France Germany
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