2010 Top 100: Health and Beauty Aids

Beiersdorf AG's "Passion for Success" growth strategy enabled it to expand its global market share from under 4 percent to 5 percent between 2004 and 2009. But the economic crisis prompted the company to develop its growth strategy under a new motto: "Focus on skin care. Closer to markets." Thus, the Executive Board was reorganized into new functional and regional areas of responsibility. It also appointed a new CIO, Barbara Saunier, in 2010, and struck a deal with Retail Solutions Inc. to leverage downstream data across retailers in the drug channel.

 

 

Recent mergers and acquisitions have given the HBA market a total makeover. Aside from Unilever's acquisition of Alberto Culver, the Shiseido Company bought Bare Escentuals in March 2010, which will operate as a separate business division of Shiseido under its existing management. This transaction will enable Shiseido to strengthen its position in the U.S. market and expand its product portfolio into mineral-based cosmetics.