Beiersdorf, the German skincare company which owns the Nivea brand, has appointed a new UK marketing director.
Thomas Flothmann joins from Beiersdorf’s marketing operation in Germany and replaces Thomas Ingel- finger, who is returning to the marketing department at its German HQ.
Ingelfinger was responsible for pushing the Nivea brand in the UK when it was re-acquired from Smith & Nephew in 1992 and has held the UK marketing post for five years.
Beiersdorf, which invented the brand and owns it in most of the world, bought the UK British Commonwealth and South African rights for 46m in 1992.
The 5.7m marketing push, which began in 1994, marked the brand’s entry into the growing anti-age skincare sector, with three products containing anti-wrinkle ingredients and an eye make-up remover gel that the company claims is unique in the sector. The company also has a medical division.
Beiersdorf launched a skincare range in the UK called Eucerin to take on Crookes Healthcare’s E45 range earlier this year.
The company is launching the first Nivea handcare products and a Nivea men’s range in the UK later this year. Its other skincare brands are Atrixo and Labello lip care.