Global skin care market focus as Beiersdorf sells two brands in Europe

By Andrew McDougall

- Last updated on GMT

Related tags Skin Personal care Beiersdorf ag

Germany-based Beiersdorf has sold the Juvena and Marlies Möller brands to Troll Cosmetics as it aims to focus its resources in the selective skin care market.

Both the skin care brand, Juvena, and hair care brand, Marlies Möller, belong to the Swiss-based La Prairie Group, and details of the purchase are to remain disclosed.

Part of Beiersdorf’s investment strategy

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,”​ said Thomas-B. Quaas, chairman of the executive board of Beiersdorf AG.

Beiersdorf’s Consumer Business strategy focuses on a small number of global skin care brands such as NIVEA, Eucerin, and La Prairie.

Each of these brands has critical mass or global distribution potential, whereas Juvena and Marlies Möller are predominantly sold in the European markets.

The skin care specialists said that 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.

Global streamlining of product portfolio

Earlier this months Beiersdorf decided a package of measures and investments designed to safeguard its long-term future, which comprises substantial investments in the company’s skin and body care brands, the global streamlining and harmonization of the product portfolio, and the realignment of regional structures.

The sale of these two brands to Troll Cosmetics formed part of the package, according to Beiersdorf, as well as aiding Austria-based Troll’s expansion in the European market.

“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,”​ said Karl J. Troll, the owner-manager of Troll Cosmetics.

The Juvena and Marlies Möller brands employ 90 people in five countries. Troll Cosmetics is interested in taking over employees and talks on this are to be held.

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