THE WHAT? Beiersdorf is set to launch a direct-to-consumer e-commerce site in 2021, according to a report published by Marketing Week.

THE DETAILS The Nivea manufacturer is hoping to cash in on the leap in online sales caused by the pandemic. Initially, the site will offer simple transactions but may branch out into subscription model later down the line, Patrick Albrecht, Marketing Director for Northern Europe told Marketing Week.

THE WHY? The group has seen a surge in online sales thanks to the pandemic and has accordingly shifted its marketing spend away from traditional media in favor of digital and social channels. This latest initiative is part and parcel of that wider trend.