Beiersdorf to sell Juvena

Beiersdorf to sell Juvena

Beiersdorf to sell Juvena

Beiersdorf AG is selling a couple of personal care brands to focus on its best-selling Nivea franchise. Yesterday, the company said it will sell its Juvena skin care brand and Marlies Möller hair care line to Austria’s Troll Cosmetics GmbH. Terms of the deal were not disclosed. Juvena and Marlies Möller are managed by Beiersdorf’s Switzerland-based La Prairie Group.

“Selling the two brands will allow Beiersdorf to focus its resources within the selective market on developing La Prairie, the global premium skin care brand,” stated Thomas-B. Quaas, chairman of Beiersdorf’s executive board.

Privately-held Troll Cosmetics was founded in 1990 and produces the Declaré brand for sensitive skin, which is carried in selective distribution in 40 countries.

The move was announced following reduced earnings outlook for 2010 that was reported earlier this month by Beiersdorf, which also markets Eucerin and La Prairie. Personnel and strategy changes, including the reduction of its makeup business, are also being implemented. Beiersdorf stated it will focus its selective market resources on La Prairie.

Juvena and Marlies Möller are largely sold in Europe and employ around 90 people in five countries. Talks with Troll Cosmetics are being held about taking over the staff.

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