BERLIN — Beiersdorf, which owns the Nivea, Eucerin and La Prairie brands, has said it is adding a new executive board member for Asia, James C. Wei, a native of Taiwan, in an attempt to push forward its regional business there.

This story first appeared in the May 20, 2009 issue of WWD. Subscribe Today.

Wei, 51, spent almost 20 years at various global offices of Procter & Gamble Co., including serving as vice president and general manager of P&G Greater China. Most recently, he has overseen the Asia-Pacific region for Avon Cosmetics.

In his new position, which takes effect June 1, Wei will be located in Asia, covering China, Singapore, Thailand, Indonesia, Korea and India. Board member Peter Kleinschmidt will continue to oversee Japan, Africa, Australia-Pacific and the Middle East.

Last year, Beiersdorf saw sales growth of 34.2 percent, when adjusted for currency translation effects, in the Africa, Asia and Australia region. Of that growth, 18.5 percentage points were due to the acquisition of the Chinese C-Bons Hair Care Group.