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Beiersdorf to Sell Its Juvena and Möller Brands

Beiersdorf AG will sell its Juvena skin care brand and Marlies Möller hair care line to Austria’s Troll Cosmetics GmbH.

BERLIN — Beiersdorf AG will sell its Juvena skin care brand and Marlies Möller hair care line to Austria’s Troll Cosmetics GmbH. Terms of the deal were not disclosed.

This story first appeared in the December 21, 2010 issue of WWD.  Subscribe Today.

The announcement Monday came in the wake of a reduced earnings outlook for 2010 that was reported earlier this month by Beiersdorf, the maker of Nivea, Eucerin and La Prairie. Personnel and strategy changes, including the reduction of its makeup business, are also being implemented. Beiersdorf stated it will focus its selective market resources on La Prairie.

Juvena and Marlies Möller are managed by Beiersdorf’s Switzerland-based La Prairie Group.

“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,” stated Thomas-B. Quaas, chairman of Beiersdorf’s executive board.

Juvena and Marlies Möller are largely sold in Europe and employ around 90 people in five countries. Talks with Troll Cosmetics are being held about taking over the staff.

Family-run Troll Cosmetics was founded in 1990 and produces the Declaré brand for sensitive skin, which is carried in selective distribution in 40 countries.