Beiersdorf Launched Plan to Restore NIVEA Sales
The company initiated an 18-month turnaround strategy following a significant decline in organic sales for its core brands.
Updated on Oct. 1, 2026 in Business Strategy
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Beiersdorf has unveiled an 18-month strategic plan to revitalize growth after organic sales for NIVEA and Labello declined by 6.8% in the first half of 2026. The company reported €2.703 billion in sales for these brands during the period.
Why it matters
The company is responding to a failure in core portfolio growth and a contraction in consumer spending driven by geopolitical tensions and the Middle East crisis. Management aims to stabilize operations before returning to growth by 2027.
Beiersdorf reported consolidated sales of €4.952 billion for the first half of 2026, with EBIT excluding special factors totaling €768 million. The company is committing an additional €100 million toward consumer-facing investments for the second half of the year.
The players
Beiersdorf
A German-based multinational company that manufactures personal-care products and owns several well-known global brands.
The details
Beiersdorf plans to broaden growth drivers across its various categories and consumer segments to counteract falling demand. The strategy includes localized product expansions, such as targeting Brazil for facial care and India for the NIVEA Soft Gel rollout.
Timeline
NIVEA and Labello experienced a 6.8% organic sales decline during the first half of 2026.
NIVEA organic sales fell 6.7% between April and June 2026.
Beiersdorf will increase marketing investment by €100 million in the second half of 2026.
The company expects to return to sales growth during 2027.
Beiersdorf targets a return to profitable growth starting in 2028.
Market Landscape
Beiersdorf’s move aligns with a broader industry trend where major personal care companies are pivoting from volume-driven strategies to targeted, market-specific investments. This 18-month plan positions the firm to shore up its portfolio against ongoing volatility in international consumer demand.
Customers may see increased marketing presence and new product rollouts for NIVEA brands in specific international markets like Brazil and India. These changes are intended to stabilize brand relevance and availability as the company adjusts its long-term commercial approach.
The takeaway
Companies in the personal care sector are increasingly relying on concentrated investment periods to navigate regional geopolitical challenges. Consumers should expect brands to prioritize regional product localization as firms attempt to recover from broader macroeconomic contraction.
What happens next
Beiersdorf will execute its €100 million investment plan through the end of 2026, followed by anticipated shifts in organic growth performance in 2027.
Further reading
For more on shifts in corporate planning, see our Business Strategy section.
Source note: This article includes information reported by Merca2.0 Magazine.
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