Beiersdorf: Juvena and Marlies Möller sold to Troll Cosmetics

Beiersdorf AG is selling its selective skin care brand Juvena and its premium hair care brand Marlies Möller. Both brands belong to the Swiss-based La Prairie Group and will be sold to Troll Cosmetics GmbH in Austria. The two parties have agreed not to disclose the purchase price. The decision to sell the brands is related to Beiersdorf’s “Focus on Skin Care. Closer to Markets.” strategy and the recently announced package of measures and investments designed to make the company even more competitive.

“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,” said Thomas-B. Quaas, Chairman of the Executive Board of Beiersdorf AG.

Beiersdorf’s Consumer Business Strategy “Focus on Skin Care. Closer to Markets” focuses on a small number of global skin care brands such as NIVEA, Eucerin, and La Prairie. These have critical mass or global distribution potential. Juvena and Marlies Möller are predominantly sold in the European markets. An open-ended investigation of the strategic options for the two brands found that the best solution for their future is to continue their development outside Beiersdorf and the La Prairie Group.

On Friday, December 10, 2010, Beiersdorf AG decided a package of measures and investments designed to safeguard its long-term future. The package comprises substantial investments in the company’s skin and body care brands, the global streamlining and harmonization of the product portfolio, and the realignment of regional structures. The sale of Juvena and Marlies Möller forms part of the package. In the future, Beiersdorf will focus its resources within the selective market on the development of La Prairie, the global premium skin care brand.

“The acquisition of the two premium brands Juvena and Marlies Möller will allow the family-run company Troll Cosmetics to expand its range of unique, physiologically highly sophisticated, and leading-edge concepts around the world. Troll Cosmetics stands for a selective distribution strategy that mainly targets perfumeries,” said Karl J. Troll, the owner-manager of Troll Cosmetics, whose company will be producing the products in Switzerland.

The Juvena and Marlies Möller brands employ some 90 people in five countries. Troll Cosmetics is interested in taking over employees and talks on this are to be held.

About Beiersdorf AG

Cosmetics company Beiersdorf AG is based in Hamburg, Germany, and has over 20,000 employees worldwide. Its sales in 2009 amounted to €5.748 billion. The company has been listed on the DAX since December 2008. Beiersdorf's Nivea is the world's largest skin care brand*. Other names in its successful international brand portfolio include Eucerin, La Prairie, Labello, 8x4 and Hansaplast/Elastoplast. Affiliate tesa SE is one of the world's leading producers of self-adhesive products and system solutions for industry, craft businesses, and consumers. Beiersdorf has more than 125 years of skin care experience and is known for its innovative and high-quality products.

* Source: Euromonitor, Skin and beauty products excluding perfumes and hair color by sales volume, 2009

About Troll Cosmetics GmbH

Troll Cosmetics was founded by cosmetics specialist Karl J. Troll in 1990. The company is headquartered in a modern distribution, training, and logistics center on the shores of Lake Constance. Karl J. Troll’s passion and vision is shared by his daughters, Barbara Sandner-Troll and Verena Troll. Together they form the company’s senior management and are always reaching for new goals. With Declaré, the company owns a well renowned brand focusing on the needs of sensitive skin. The brand is sold in selective distribution in more than 40 countries around the world.