Beiersdorf reorganises business to safeguard future growth

Pharmacy Supplier News

Beiersdorf is embarking on a series of investments, restructures and new appointments in order to improve its position in the personal care market.

The company is to pursue a new focus on skin and body care products, involving a streamlining of its portfolio and a review of its operations in the decorative cosmetics sector.

Costs of 270 million euros (230.3 million pounds) will be incurred up to 2012 by this process, which will also include the launch of several new products and the reorganisation of regional structures.

Additionally, Dr Ulrich Schmidt and Umit Subasi have been appointed to the executive board in order to support Beiersdorf's future growth.

Thomas Quaas, chairman of the executive board of Beiersdorf, said: "Implementing the package of measures and investments will make Beiersdorf even more competitive and more profitable. Today we have laid key foundations to safeguard the company's long-term future."

Last month, the firm announced that it has selected Draftfcb as its sole lead agency as part of its new 2011 strategy on creative agency collaborations.

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