Beiersdorf enlists RPC to create innovative packaging options

By Louise Prance

- Last updated on GMT

Related tags Personal care Beiersdorf

Global personal care player Beiersdorf has benefited from RPC
Kutenholz's expertise for the re-launch of its Nivea hair care
range - the first change of many predicted for 2007.

Norbert Menzel, Project manager for Beiersdorf, stated, "Beiersdorf could count on RPC's Kutenholz's close technical and logistical co-operation in all development stages". ​ RPC has re-designed the entire hair care range keeping in mind the current trend for slim-line, convenience packaging options that are desirable in cosmetic and personal care products - catering to consumers who are searching for more aesthetically pleasing packaging options. The 250 and 400 ml bottle sizes that complete the range have been blow moulded in HDPE and PP into a slim line bottle in new, more up-to-date colour ranges. As more and more people use their products on-the-go, consumers are increasingly demanding smaller personal care bottles that fit in to sports bags and weekend luggage. With this in mind, and capitalising on the growing need for packaging options that comply with current airport legislations for smaller cosmetic bottles, Alpha Packaging has followed RPC's lead and created a new range of PET packaging, targeted at this area. Alpha has added a 3oz version to its popular Boston Round line, featuring a 24-400 neck and a traditional slim profile, and fitting in between the company's existing 3oz and 4oz PET offerings. However, the Beiersdorf re-design follows the announcement that Beiersdorf is upgrading its sales outlook for 2007 following a strong performance in 2006 that has allowed the company to look for further acquisitions and restructuring plans in the future. Beiersdorf said that it was expecting sales to grow for 2007 at between 7 - 8 per cent, in line with sales growth for 2006, but also said that net income was likely to be impacted by $100m in charges relating to the restructuring programme it instigated in 2005. But given the relatively strong sales growth and the expected gains from the restructuring, company CEO Thomas Quaas said he believed that the company was in good shape and was in a strong position to grow further. Indeed, speaking on the sidelines of the company's news conference, Quaas told Reuters that he wanted to buy 'quality' cosmetic and beauty companies in an effort to further strengthen the company's business portfolio. The CEO's comments back up previous claims that the company wants to make further acquisitions and it is believed that that it has approximately €2 billion set aside for this purpose. However, Quaas was not specific about what type of company he was aiming to buy. Given the intense consolidation that has been undertaken in the more developed sectors of the personal care industry, experts believe that opportunities for the company will be few and far between.

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