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Beiersdorf Celebrates Nivea’s Centennial

But company execs expect flat sales in 2011.

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By: TOM BRANNA

Editor

Beiersdorf may be reaching a milestone in 2011, but the company doesn’t feel like celebrating. In a recent speech, Beiersdorf chairman Thomas-B. Quaas said he anticipates a year of flat sales, although 2011 marks the 100th anniversary of the company’s Nivea brand. And operating profit will not reach last year’s 11.3%, even if improvements are ahead for 2012. Instead, Quaas called 2011 another transitional year for its consumer business segment, which also holds Eucerin a...

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