Beiersdorf Inc. names Corporate VP, Skincare Unit
Beauty care giant Beiersdorf Inc. has promoted Nicolas Maurer to the position of corporate vice president of the skincare business unit, according to the company
For the past five years, Maurer has worked as VP of marketing for all of Beiersdorf’s brands in the United States. He created a new marketing direction for the Nivea and Euerin brands and was instrumental in Nivea’s award-wining “Touch and Be Touched” platform and the newly-launched Euerin Skin First Platform.
So far, both have resulted in an increased market share and footprint for all of Beiersdor’s brand in the United States.
Beiersdorf Inc. is an affiliate of Hamburg, Germany-based Beiersdorf AG, a global skin and beauty care company whose brands include Nivea, the world’s largest beauty and skin brand; Eucerin; Aquaphor and La Prairie.
In his new capacity, Maurer will lead Beiersdorf
’s skincare business, which includes the face, hand and body and sun and lip care segments.
He will oversee each of these segments on a global level to set the brands’ overall marketing direction and innovation strategy.
President Iain Holding said in a company release that since Maurer joined the company’s leadership team five years ago, his strategic vision and implementation across its brands has made a major impact to its business.
“Creative communication platforms and large-scale programs, such as, Nivea's Times Square activation on New Year's Eve, have been instrumental in the re-imagination and market growth of the Nivea brand,” Holding said in a statement. “I am confident in his ability to replicate the same level of excitement when he turns his attention globally.”
Mauer’s new role is also part of Beiersdorf's new emphasis on its skincare business, which it views as a primary growth vehicle. In his efforts, Mauer will report directly to Markus Pinnger, Beiersdorf’s executive board member who is responsible for brands and supply chain.
According to Reuters, Beiersdorf is counting on the United States and China to help return its premium skin care LaPrairie brand to pre-recession growth rates by 2012. Chief Executive Officer Dirk Trappmann recently said in a prepared statement at the Global Luxury Summitt that he sees signs of recovery in the United States, which is one of the brand’s biggest markets, specifically in the travel retail market.
"We will have single-digit growth this year,” Trappmann said in a statement. “Things should get better gradually in 2011. We should get back to pre-crisis growth rates by 2012."
He said this in reference to the period between 2005 and 2008 when the luxury cosmetics market grew at seven to eight percent per year and La Prairie at twice the speed.
According to The List database, Beiersdorf Inc. has utilized Los Angeles-based PMK/HBH public relations as its agency of record for public relations since 2009, and New York-based Carat North America for its media buying and planning beginning this year. The company also uses New York-based TBWA Chiat Day for creative on its Nivea brand.
The Nielsen Company reported that Beiersdorf Inc. spent $98.8 million on measured media in 2009. About $33 million was spent on national magazine ads, about $19.7 million was spent on network television ads and about $19.1 million was spent on cable television ads.
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Corporate Vice President, Global Business Unit - Skincare
Director, Marketing - Men's Grooming