Beiersdorf Middle East (BDF) posts a strong 15 per cent sales growth for the year 2004

Market shares in the company's core categories, especially skin care and face care showed significant segment gains during the fiscal year to November, using industry recognized AC Nielsen FMCG market share data. This data further revealed NIVEA moved to no.1 market position in the highly competitive Deodorant Spray category across the GCC, overtaking both Unilever and Henkel for the first time, after just five years in the segment.

"Beiersdorf sales were extremely robust and finished the year at 100% of our regional sales objectives" stated Robert Taylor-Hughes, General Manager Beiersdorf Middle East & West Asia. "Of the 12 countries the Dubai Middle East office is responsible for, including India, some markets are as high as +24% sales growth vs. 2003, this is extremely satisfying in such a competitive market place and a credit to the combined efforts of the Dubai marketing team, our regional partners and creative agencies" continued Taylor-Hughes.

"Our new responsibility for personal healthcare brands added a new dimension to the BDF portfolio and these were extremely well accepted by the trade, especially Hansaplast, Europe's No.1 plaster range. Also for the first time marketing effort has been initiated behind the Duo condom range which will continue throughout 2005. Decorative cosmetics was one of the many peak performers with +18% growth, further consolidating our no.1 position in the mid-market price segment"; concluded Taylor-Hughes.

When asked about plans for 2005, Taylor-Hughes commented; "Further investments in Human Resources resource for specialized areas will further add value to our regional operation, and will assist us in achieving growth plans mutually agreed on with our valued retail customers"

NIVEA is one of the few remaining global FMCG mass market cosmetic brands that still produces its product range in Europe and imports directly into the region to ensure the best possible quality for its clients. Industry analysts expect Beiersdorf global sales to reach €4.5bn for 2004 and an operating result of about €480m, well above 10% of sales.