The company has 141,000 followers on Instagram – 100,000 more than the account of Persil manufacturer Henkel.
(Photo: Junglück)
Dusseldorf, Hamburg The Dax group Beiersdorf had promised a lot from the “Own” brand: The new creation was to be sold exclusively online, there was talk of a “direct digital line” to the consumer. But the cosmetics line launched by the Nivea producer in February 2021 has now failed miserably with its claim: sales have been discontinued, the web shop is offline.
“At Own we made the mistake of starting with a new brand,” Beiersdorf boss Vincent Warnery told Handelsblatt. “It was more of an experiment than a business.”
Beiersdorf isn’t the only consumer goods company struggling with e-commerce. On the other hand, more and more start-ups are convincing customers with new digital brands and trend products – and successfully demonstrating to established companies what the consumer goods world of tomorrow will look like.
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