Cosmetics: Beiersdorf cushions decline in Nivea sales
The Beiersdorf core brand is in crisis. That's why the Hamburg Dax group announced a plan for a turnaround in the summer. Is it having an impact?
Beiersdorf's Nivea brand has seen a slowdown in its sales decline in the third quarter. The company's Nivea sales decreased by 4.9% to nearly 1.3 billion euros, a smaller drop than the 6.7% decline in the previous quarter. Despite this, Beiersdorf's overall sales fell by 1.3% to approximately 2.4 billion euros. The company has invested more in advertising, including a partnership with the Tour de France for its Nivea Sun line, and has launched a reduced product line called Face+ in Europe.
Beiersdorf confirmed its lowered annual forecast, expecting a low single-digit sales decline and a margin of at least 11.8%.
Written by urgent.news from Handelsblatt's report — not a translation of it. Machine-written — may contain errors; check the original before relying on it.
