Beiersdorf seeks to overcome the slowdown in the Chinese market

German skincare company Beiersdorf faces challenges in the Chinese luxury skincare market. Despite the difficult environment, the company is striving to consolidate its position through innovative and ambitious strategies. Its “Win with Care” strategy aims to overcome these obstacles and explore new growth prospects.

 

German skincare company Beiersdorf, known for its iconic brands such as Nivea and La Prairie, is experiencing turbulent times in the Chinese luxury skincare market. Despite the difficult environment, the company continues to strengthen its position through innovative and ambitious strategies.

 

In general, the Chinese luxury skincare market declined sharply in the first half of 2024, particularly in the second quarter.

 

A challenge highlighted by Beiersdorf CEO Vincent Warnery: “Today, we are not in a position to grow, we are gaining market share, but in a very sharply declining market. The first quarter was difficult. The second quarter will also be difficult.”

 

“We are seeing market share gains, but clearly we are not yet at the end of the tunnel for La Prairie,” he added.

 

“Win with Care” strategy

 



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Featured photo : © La Prairie

Picture of Hugues Reydellet
Hugues Reydellet
Hugues Reydellet is a young and passionate journalist whose favorite subjects are economy, culture, gastronomy, but also cars, and sports. With a sharp pen and an insatiable curiosity, Hugues is constantly on the lookout for new hot information to report.

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