{
  "id": 16729758,
  "title": "Cosmetics: Beiersdorf cushions decline in Nivea sales",
  "url": "https://urgent.news/2026/10/27/kosmetik-beiersdorf-dampft-umsatzruckgang-bei-nivea",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-27T09:37:37.000Z",
  "source": {
    "name": "Handelsblatt",
    "slug": "handelsblatt",
    "url": "https://www.handelsblatt.com/politik/deutschland/kosmetik-beiersdorf-daempft-umsatzrueckgang-bei-nivea/100265245.html"
  },
  "original_language": "de",
  "account": "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%.",
  "summary": "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?",
  "key_points": [
    "Nivea sales in retail grew worldwide, slowing 4.9% YoY",
    "Beiersdorf investing more in advertising, partnering with Tour de France",
    "Luxury La Prairie brand performed well, growing demand in China"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}