Beauty Care

Nivea maker needs anti-aging cream

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Beiersdorf wants to stop focusing on just Nivea. Source: Reuters

The Nivea line of beauty and skin care products is one of the top global cosmetics brands and has filled the coffers of its maker, Beiersdorf. Now the Hamburg-based company wants to use some of those funds to build up some of its other brands, particularly its super-premium La Prairie beauty products.

The luxury anti-aging brand features a “skin caviar,” for instance, that contains caviar extract and retails on the Neiman Marcus website for $820 (€704) for a 3.4-ounce jar. A holiday set of gold-infused creams sells for $1,270 and a similar platinum collection for $1,875. Sales of these super-luxury products were up 13 percent in the first nine months of the year, driving the company’s profit growth and share price. That was welcome because the company has been criticized for its slow growth with a mature Nivea brand.

The global brand traces its origins to the 1930s when Clinique La Prairie in Montreux, Switzerland pioneered cellular anti-aging therapies. Laboratoires La Prairie inherits that tradition, applying the combination of science and rare ingredients to its anti-aging skin care products. It currently has 1,300 employees and the products are sold through luxury cosmetics stores, high-end department stores and airports.

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