Nivea, a top skin care brand in Korea, this week said it changed its corporate name in Korea to Beiersdorf Korea in an effort to create an upscale image, the company said.
The new name will go into effect as of July 1.
Nivea is owned by the global cosmetic group Beiersdorf, which recorded sales of over 8 trillion won ($7 billion) last year.
“During the past 20 years, Beiersdorf has successfully operated its business in the Korean markets in various categories centered on Nivea, and each year, we launched Eucerin and Hansaplast, and verified skin care market potential,” said Stefan Ernst, president of Beiersdorf Korea.
“On a long-term basis, our target is to introduce Beiersdorf’s various brands to the Korean market, and seek annual growth of more than two digits. Through this, we intend to strengthen leadership as a leading skin care group in Korea.”
Founded in Germany, the group has more than a century of experience and history in cosmetics. The group owns eight cosmetic brands including well-known Nivea, Eucerin and La Prarie, and employs more than 18,000 employees at 150 branches around the world.
The launch of Beiersdorf Korea marked the first time that the firm attempted an official advancement into Asia with its parent brand, the company said.
In Korea, the group launched in 1997 under the Nivea brand name. Last year, Beiersdorf launched the dermo-cosmetic brand Eucerin, followed by Hansaplast, a foot care brand.
On June 7, the company also opened a new Seoul office in Yeouido’s landmark IFC building.
Building on such changes, the company said it was preparing for further expansion of its business and workforce.
Since Nivea was launched in Korea in 1997, it has taken root as a cosmetic brand offering satisfactory products at reasonable prices. Currently, the company is an unrivaled No. 1 in the fields of lip care, deodorants and sun care.
