BERLIN — Adjusted for special factors, Beiersdorf AG’s 2010 profits rose 11.8 percent to 425 million euros, or $564.4 million.
Without such factors, which include a streamlining of the product range and impairment losses in connection with the company’s Chinese business, profits after tax declined 14 percent to 326 million euros, or $432.9 million.
Sales at the Hamburg, Germany-based cosmetics and adhesive maker increased 7.8 percent to 6.19 billion euros, or $8.22 billion. Organic revenues growth was 3.1 percent.
Dollar figures are calculated at average exchange rates for the 12-month period.
Beiersdorf’s consumer segment, which includes the Nivea, Eucerin and La Prairie brands, posted sales of 5.32 billion euros, or $7.07 billion, up 1.6 percent when adjusted for currency translation effects.
Nivea registered worldwide organic growth of 1.8 percent, and La Prairie’s sales gained 7.5 percent.
As reported, Beiersdorf sold skin care line Juvena and hair care brand Marlies Möller in December 2010. Last year, Beiersdorf also announced plans to stop producing makeup under the Nivea name.
Beiersdorf intends to invest heavily in Nivea in this, the brand’s centennial year. Birthday plans include a digital campaign using music from pop star Rihanna in an attempt to connect with younger consumers. Beiersdorf also plans to have more than 75,000 in-store promotional areas for the brand.