Beiersdorf halts investments in Russia; will sell basic products to serve essential consumer needs 

Beiersdorf halts investments in Russia; will sell basic products to serve essential consumer needs 

THE WHAT? Beiersdorf has halted investments in marketing and promoting in Russia in response to the invasion of the Ukraine. However, it will continue its business in the country due to the products servicing essential consumers needs, according to Chief Executive Vincent Warnery. 

THE DETAILS As reported by Yahoo Finance, Beiersdorf also wants to avoid losing brand marketing position, with Warnery telling shareholders during the company’s annual general meeting that is something the company has a ‘long painful history’ of. 

THE WHY? Russia’s invasion of Ukraine has led to many personal care and beauty companies re-strategizing their activity within the country, with some pulling out altogether. 

Beiersdorf’s mid-stance mirrors that of competitor Henkel, which is also continuing its Russian business but putting a stop to all investments, advertising and sponsorship in the country. 

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