German group to focus resources on selective skin care
Beiersdorf has sold selective skin care brand Juvena and the premium hair care brand Marlies Moeller. Both brands are tied to the global premium skin care La Prairie group, based in Switzerland, and have been sold off by parent company Beiersdorf to Troll Cosmetics GmbH of Austria. Neither side has disclosed the price paid. The sell-off is part of Beiersdorf's new strategy of focusing on skin care products and will help fund the company's recently announced investment programme.
The German group's consumer business strategy will involve concentration on a core of Beiersdorf's worldwide brands including Nivea, Eucerin and La Prairie. s
The two brands that have been sold were predominantly European market products and a review of their position indicates to Beiersdorf that their future development could be better conducted outside the group.
“Selling the two brands will allow Beiersdorf to focus its resources within the selective market on developing La Prairie,” said Thomas-B. Quaas, Chairman of the Executive Board of Beiersdorf AG.
“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, whose company will be producing the products in Switzerland.