Beiersdorf sells hygiene brand to focus on beauty

The Germany-based company is currently putting its energies into the sale of cosmetics in international markets where the spread of the Nivea brand is generating high growth rates.

International cosmetic plans​

The sale of Bode, which develops and markets disinfection, hygiene and skin protection products, will support these plans.

Beiersdorf revealed that Bode achieved sales of €70m in 2007 but refused to disclose the price Hartmann paid for the company.

Beiersdorf chairman Thomas-B Quaas said: “The agreement is a good overall solution for all involved.​

“Beiersdorf can create good prospects for its affiliate by selling it to Hartmann while systematically pursuing its own successful course in the international growth markets for skin and beauty care.”​

Ownership of Bode is expected to be transferred at the end of the year.

Market share target​

The sale will ultimately be used to help Beiersdorf achieve its long term goal of capturing a 5.5 per cent slice of the global market for personal care products by 2010.

Focusing on emerging markets such China, India, Brazil and Eastern Europe will be central to this strategy.

Last year Beiersdorf targeted China by buying an 85 per cent stake in C-Bons Hair Care and the company also supported the Nivea brand with high-profile global marketing campaigns.