Beiersdorf buckles down for China expansion

Shanghai - Quality and trust should be the two key motivators for brands looking to crack the China market, says Stefan Ernst, vice president of marketing coordination at beauty and skin care group Beiersdorf.

"In today’s China, brand quality and trust have become the deciding factors in consumer purchasing decisions," he said.

"Our business is developing extremely well here. We are supporting business expansion in China as planned with substantial investments in marketing."

His comments come as the group reappointed Carat as its lead media buying agency after a seven year run. Carat was forced to defend the account from OMD and Mediaedge:CIA.

Carat will continue to be responsible for all media activities including advertising planning and spot buying for Beiersdorf’s brands in China including Nivea and Eucerin in the skin care market and Slek and Maestro in the hair care and styling market.

Michelle Lau, managing director Carat China, said  the agency had a lot of success with the Nivea and C-Bons Hair Care and was looking forward to the challenges and opportunities.

“It is indeed an honour to be reappointed by Beiersdorf following seven years working on the Nivea business," she said.