Beiersdorf doubles cosmetics production in Thailand
Beiersdorf has invested some €10 million in doubling manufacturing capacity for NIVEA products at its location in Bangplee, Thailand to 31,000 tons per year. Sales in Thailand have seen constant double-digit growth in recent years, making the country one of Beiersdorf's most successful markets. NIVEA is now the largest skin and beauty care brand in Thailand and the Eucerin brand also occupies pole position in the dermo-cosmetics segment with a market share of over 70%.
"The expansion of capacity at our cosmetics factory in Thailand is a response to the constantly growing demand for care products in Southeast Asia. Our business continued the encouraging performance of recent years in the Thai market in the first months of 2009. We are expecting to enhance our market position in a focused manner as part of our global business strategy", said Peter Kleinschmidt, member of Beiersdorf's Executive Board, in Bangkok.
The state-of-the-art factory manufactures NIVEA and Eucerin products, which have been partly specialized and developed to meet the needs of Asian consumers. In addition to Thailand, it supplies Southeast Asian countries such as Indonesia, Vietnam, Malaysia, and Singapore, as well as Australia and New Zealand. The former production facility had reached its limits. Additional phases will allow the factory's capacity to be increased in future up to 60,000 tons.
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