German manufacturer of personal care products, Beiersdorf AG sells off its skin care brand Juvena and its premium hair care brand Marlies Möller to Troll Cosmetics GmbH in Austria. The decision to sell the brands is related to Beiersdorf’s “Focus on Skin Care. Closer to Markets” strategy and the recently announced package of measures and investments designed to make the company even more competitive.
“Selling the two brands will allow Beiersdorf to focus its resources within the selective market on developing La Prairie, the global premium skin care brand,” says Thomas-B Quaas, Chairman, Executive Board of Beiersdorf AG.
Beiersdorf’s Consumer Business Strategy “Focus on Skin Care. Closer to Markets” focuses on a small number of global skin care brands such as Nivea, Eucerin, and La Prairie. These have critical mass or global distribution potential. Juvena and Marlies Möller are predominantly sold in the European markets. An open-ended investigation of the strategic options for the two brands found that the best solution for their future is to continue their development outside Beiersdorf and the La Prairie Group.
“The acquisition of the two premium brands Juvena and Marlies Möller will allow the family-run company Troll Cosmetics to expand its range of unique, physiologically highly sophisticated, and leading-edge concepts around the world. Troll Cosmetics stands for a selective distribution strategy that mainly targets perfumeries,” says Karl J. Troll, Oowner-Manager, Troll Cosmetics.
Posted on: 31.12.2010