Nivea

The State of Fashion: Beauty explores why the international growth strategies of beauty brands and retailers need a reset to capture opportunities in new markets, like India and Middle East, emerge along with industry juggernauts, the US and China.

Mass-market labels like Nivea are struggling amid the rise of small, disruptive brands and consumer demand for premium products, prompting Beiersdorf to push pricier lines like La Prairie and Eucerin.

Beiersdorf has agreed to buy Bayer's Coppertone brand of sun-care products, bolstering its line of skin creams that already includes the Nivea brand.

Mass-market labels like Nivea have struggled in recent years amid the rise of small, disruptive brands like The Ordinary, and consumer shifts towards natural ingredients and premium products.

Beiersdorf was the latest consumer goods company to reset profit expectations for 2019, citing need to reform the troubled consumer goods industry.