Overview
- Beiersdorf announced Monday that it now expects a low single‑digit percentage decline in full‑year revenue and has lowered its adjusted operating‑margin target to at least 11.8 percent.
- The company reported H1 organic sales down 3.5 percent to about €5 billion and said Nivea sales fell roughly 6.8 percent, with the brand accounting for about €2.7 billion of first‑half revenue.
- Management blamed delayed sell‑through of higher‑priced innovations and weaker acceptance of premium products, and said some launches have been pulled in markets such as Latin America.
- As part of an 18‑month turnaround, Beiersdorf will raise marketing by €100 million in H2 with a stronger digital and influencer focus and shift new product plans back toward lower‑priced mass categories.
- Investors reacted sharply to the ad‑hoc update with shares falling minutes after publication, and the move signals a return to volume-led strategy after two years of premium experiments that cost Nivea market share to indie brands, private labels and South Korean competitors.