Beiersdorf, the parent company behind skincare giant Nivea, is preparing to launch a direct-to-consumer (DTC) site later this year to capitalise on the surge in ecommerce driven by Covid-19.

The group, which also owns brands including Eucerin and Coppertone, has seen extensive growth in ecommerce sales during the pandemic, Beiersdorf marketing director for Northern Europe, Patrick Albrecht tells Marketing Week.

The planned cross-brand online store would, initially at least, offer simple DTC sales of Beiersdorf brands, rather than any more complex subscription offers. “Subscription might come at a later stage, we just want to get it up and running. There is a massive amount of logistics in the background,” says Albrecht.

He explains the shift in consumer behaviour triggered by the coronavirus crisis has already resulted in Beiersdorf moving much of its advertising spend away from TV and commuter-targeted out-of-home activity.

“We now do a lot of what we call proximity out-of-home, in front of a Tesco or Sainsbury’s,” Albrecht explains. “And of course a lot more digital, a lot more social and a lot more communication on retailer websites.

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