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Beiersdorf continues to grow in Czech Republic with new product launch

By Louise Prance , 06-Feb-2007

In a bid to underline its position as worldwide skin care leader, Beiersdorf has expanded its portfolio into the Czech Republic and the Slovak Republic markets with the launch of its well-known dermocosmetics range, Eucerin.

Eucerin is a dermatological skincare programme that is said to combat dry and sensitive skin allergies by replacing the skins natural level of Urea, an important end product of the human protein metabolism.

Indeed, research has determined that people with clinically dry skin symptoms invariably have lower levels of Urea in their skin.

The company, who announced the launch at a press conference in Germany, has been manufacturing the product across the globe, including the US, Europe and Canada. By launching the Eucerin range in new markets the company aims to tap into the current skin care trends in the Czech population.

Beiersdorf has been established in the Czech market for some time, however, it is the first time the Eucerin product line, which consists of shower treatments, face, body and foot creams, and skin care for babies, has been launched.

However, many skin care industry insiders in the Czech market have been aware of the dermocosmetics range, due to its significance in the US market, and consequently it is being tipped to be a best seller by pharmacists and dermatologists in the region.

The move to retail Eucerin in the Czech Republic and the Slovak Republic will no doubt further the company's global status as leaders in the skin care market, and boost its aim to attain a 5.5 per cent slice of the global market for personal care products by 2010.

This move will further push the German based company into the forefront of the skin care market, with the previous focus on the markets of China, India, Brazil and Eastern Europe to generate its sales growth.

The company also implemented many cost saving strategies last year, which included the announcement in July 2006 that it was selling its soap production facility in Hirtler, Germany and the possible closure of manufacturing facilities in Sweden, Belgium and the Netherlands, with the potential loss of 400 jobs.

The company suggested that these savings would then be channeled into investing in the company's core brands, particularly in developing markets.

Thomas Quaas, executive board chairman, said that the company is looking to build on both its sales and EBIT margins during the course of the coming financial year.

As a result he has underlined three core areas that will be given special attention in the future, including increasing critical consumers, competing against an increasingly aggressive competition and the area of private labels.

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