By  on November 30, 2011

BERLIN — Beiersdorf AG has announced further company realignment focused on its consumer business. The Hamburg-based maker of Nivea, Eucerin and La Prairie released the details Wednesday after meetings of the firm’s executive and supervisory boards. The measures will mean gradual job cuts for up to 1,000 Beiersdorf employees worldwide, including up to 230 in Germany, bringing its work force down to approximately 17,000.

Since disclosing restructuring plans in December 2010, the company has tightened its concentration on skin care, phased out its makeup line and sold some of the brands in its portfolio. Major activities and promotions were also focused on this year’s 100th anniversary of the Nivea brand. Additionally, the company’s business structure in China was redesigned, also to focus on skin care.

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