Prepare for launch: Beiersdorf outlines plans for NIVEA, Eucerin debuts in India

Beiersdorf chief executive officer Vincent Warnery announced this during the firm’s first half results conference on August 7.

“Our NIVEA Face products are only present in 40% of the global market. We see one of the largest potentials in the face category in India – a key geographical white spot for us in our Win with Care strategy,” he said.

“We have already established a strong bond with Indian consumers, who voted NIVEA the most trusted skin care brand for several consecutive years. We aim to leverage this trust and are now preparing the launch of NIVEA Face in the first quarter of 2025.”

Warnery added that it will introduce NIVEA’s successful Luminous 630 range of skin brightening products, which contain its exclusive ingredient, W630.

“On the back of this launch, we also plan to introduce an affordable Luminous product range to the Indian market throughout 2025, thereby widening the appeal of our Luminous franchise across emerging markets.”

Eucerin expansion into India

The company will also launch its derma beauty brand Eucerin in India this year.

“Again, these decisions follow our strategic goal of conquering highly relevant geographical white spaces. Eucerin has the power to achieve high exposure in these markets, as does NIVEA and our further brand portfolio,” said Wanerey.

This comes as Eucerin is preparing to launch its patented ingredient, Epicelline.

“The wait is over! More than 15 years of research in the field of epigenetics. We invested a significant double-digit million amount in this research. We discovered our now patented ingredient Epicelline,” said Warnery.

“We developed a game-changing innovation unlike anything the market has seen before. This breakthrough innovation allows us to turn back the skin’s age clock. The test results were exceptional to a level I have never seen before in my life.”

The first product containing Epicelline, Eucerin Hyaluron-Filler Epigenetic Youth Serum, is rolling out in the UK, followed by Germany, and the rest of the world.

“This is a proud moment for us as the company that invented modern skin care and now is leading the industry again with this significant milestone,” said Warnery.

In the first half, the company reported​ that its consumer business segment had organic sales growth of 8.0% to EUR4.3bn (USD4.7bn), driven primarily by NIVEA’s double-digit sales growth of 11.7%.

Beiersdorf’s flagship brand grew in key regions, most significantly in the emerging markets and in its home country Germany.

In Asia, Japan stood out as a bright spot, growing 10% driven by lip care and sun care which grew by 47% and 12% respectively.

“Japan is also of great importance for us – and Japan delivers fantastic results. Having worked there myself for several years, I know how difficult it is to grow and deliver against the skincare expectations of the most demanding consumers in the world. In this context, I am even more delighted to report this strong sales growth of 10% in the first half of the year,” said Warnery.