“Beiersdorf will again grow faster than the market in 2010,” stated chief executive officer Thomas-B. Quaas. The German beauty giant, which owns brands including Nivea, Eucerin and La Prairie, saw its revenues dip 3.7 percent to 5.75 billion euros, or $7.99 billion at average exchange, in 2009.
La Prairie, for one, plans to make a real impact on the cyber world in 2010. The luxury treatment brand is gearing up to make its presence felt online after launching an e-commerce Web sites for the U.S. and Australia in October 2009. Plans are afoot for similar sites to be launched in China and Japan this year. “And why not European countries?” asked Nadia Miller, the company’s vice president, brand development, adding that European e-commerce sites could take a little longer to set up. “It’s definitely on our radar.”
This story first appeared in the January 29, 2010 issue of WWD. Subscribe Today.
La Prairie is also working with existing retailers on online opportunities. “As there’s less traffic in stores, we need to reach people at home,” she said, adding the brand uses e-mails to keep in touch with its client base. “It’s a brand new opportunity to communicate with the customer.”