Beiersdorf starts expansion works in Itupeva
The goal is to increase the company’s production capacity in the country; project relies on the support from Investe São Paulo
Investe São PauloBeiersdorf, a German skin care company, owner of leading brands worldwide such as NIVEA and Eucerin, has started the construction works for the expansion of its cosmetics plant in Brazil. The Group’s industrial unit, located in Itatiba, São Paulo, which opened in 2003, will receive an investment of R$ 300 million, announced in February of this year after a meeting with Governor Geraldo Alckmin.
The director of Investe São Paulo, Sérgio Costa, represented the state government during the cornerstone ceremony at the expansion area, and spoke about the support provided by the Agency to the project: “We want to work as an extension of Beiesdorf’s team to ensure that its unit in Brazil is increasingly better positioned within the global strategy of the Group,” he said. He said that the state of São Paulo represents 65% of the Brazilian cosmetics industry.
The general director of the company, Alex Sobral, welcomed the more than 300 guests who attended the event, and thanked the dedication of the employees and partners involved in the project. “This expansion allows us to become increasingly self-sufficient and with the potential to expand our position in Latin America. The expansion works also make it clear how the region of Itupeva and the state of São Paulo are important to us,” he said.
Fourth largest cosmetics market in the world, Brazil has been reporting a significant growth for the Beiersdorf Group over the past few years. In the country, NIVEA products have been available since the 20th century and reach an increasing number of consumers. “This investment reaffirms our commitment to Brazil and the consumers of our brands, and reinforces the importance of the country to the Group’s businesses and our vision for the future,” said Christian Goetz, Beiersdorf’s representative in Brazil.
The ceremony was also attended by the chairman of the executive board of the Beiersdorf Group, Stefan Heidenreich, who spoke about other expansions that the company’s factories have promoted around the world and the importance of the unit in Itupeva. The German ambassador to Brazil, Georg Witschel, highlighted the partnerships between the state and the German country. “German companies operate with a long-term vision, seeking and maintaining long-lasting partnerships. Beiesdorf symbolizes this soul as a whole,” he said.
“Nívea has been interconnected with the local community for 14 years, promoting various community activities and, above all, in the economic aspect, generating income and jobs for the population. Itatiba is open to help you in every aspect,” said the mayor of the city, Douglas Augusto.
As part of the commitment to sustainability, the entire planning and implementation of the expansion project includes processes to ensure energy and water use efficiency. The company stated that 70 new job opportunities will be created at the plant by the end of 2019.
About Beiersdorf
Beiersdorf AG is a leading company in the area of innovative and high-quality skin care products with over 130 years of experience in this market segment. The Hamburg-based company has 17,000 employees globally and is listed in DAX, German stock exchange. NIVEA is brand # 1 in skin care products around the world, is the pillar of the brand’s portfolio and includes other brands such as Eucerin, La Prairie, Labello and Hansaplast. Beiersdorf also owns the subsidiary tesa SE, which is also a leading manufacturer in its sector at a world level. It supplies self-adhesive products and system solutions for the industry, craft companies and consumers.