Beiersdorf is advancing its position in Thailand. A stronghold of factories for Nivea products, one of the leading brands of the German cosmetics group, the country is particularly fond of its ranges. This is without a doubt one of the reasons which pushed Beiersdorf into investing €10 million to double its production capacity in Bangplee. 60,000 tons of body care products should therefore make their way to enlarged warehouses from the country’s factories this year.

Nivea Visage publicity image for Thailand

Present in Thailand since 1927, the beauty group – which currently has around 460 employees in the country – opened its own subsidiary company there in 1972. Ten years later products started to be designed on-site to respond to the new demands of the Asian market.

Moreover, doubling the capacities of the Thai factory is “a response to the constant increase of the demand for care products in Southeast Asia,” declared Peter Kleinschmidt, a member of the Beiersdorf executive board. It was for the same reasons that the business built a new Nivea factory in Shanghai, which cost €18 million.

By Jonathan Fulwell (Source: Emilie Kremer)