Beiersdorf has announced it will continue to cut back on its beauty range to invest more into its skincare brands.
Clyton Bartholomeusz, managing director Beiersdorf Australia and New Zealand indicated this was the direction of the company when he bdTV: Clynton Bartholomeusz, managing director Beiersdorf Australia and New Zealand . Beiersdorf has made the decision to get out of make-up globally,” he said.
The announcement comes following disappointing third quarter results for 2011. Despite revenue falling by 3 per cent in Europe, sales in America rose to 251 million while revenue from Africa, Asia and Australia increased to 319.
Last year Beiersdorf revealed it would be reducing its colour cosmetics business, with the company confirming that by the end of September it had completed 90 per cent of the planned product cut backs.
We are continuing to hit our planning targets in full in our realignment year,” says Group CEO Thomas Quaas.
