{"id":152871,"date":"2026-08-03T16:09:50","date_gmt":"2026-08-03T14:09:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=152871"},"modified":"2026-08-03T16:09:51","modified_gmt":"2026-08-03T14:09:51","slug":"beiersdorf-prevoit-une-baisse-de-son-chiffre-daffaires-malgre-son-plan-de-relance","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/beiersdorf-prevoit-une-baisse-de-son-chiffre-daffaires-malgre-son-plan-de-relance\/","title":{"rendered":"Beiersdorf pr\u00e9voit une baisse du chiffre d&rsquo;affaires malgr\u00e9 son plan de relance"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">La faiblesse persistante de la confiance des consommateurs continue de peser sur<strong> <\/strong>le groupe allemand de cosm\u00e9tiques <strong>Beiersdorf<\/strong>. La multinationale s&rsquo;attend d\u00e9sormais m\u00eame \u00e0 une l\u00e9g\u00e8re baisse de son chiffre d&rsquo;affaires pour l&rsquo;ensemble de l&rsquo;exercice.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Investir dans Nivea \u00bb<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Beiersdorf est confront\u00e9 \u00e0 une baisse significative de la demande dans sa branche grand public. Au cours du premier semestre de l\u2019exercice, le chiffre d\u2019affaires organique a recul\u00e9 de 3,5 % pour s\u2019\u00e9tablir \u00e0 4,95 milliards d\u2019euros. En valeur nominale, la baisse s\u2019est \u00e9lev\u00e9e \u00e0 4,5 %.  Le r\u00e9sultat d\u2019exploitation ajust\u00e9 a recul\u00e9, passant de 836 millions d\u2019euros l\u2019ann\u00e9e pr\u00e9c\u00e9dente \u00e0 768 millions d\u2019euros. La marge d\u2019exploitation ajust\u00e9e (EBIT) s\u2019est \u00e9tablie \u00e0 15,5 %, contre 16,1 % un an plus t\u00f4t. Le groupe reste ainsi en de\u00e7\u00e0 des attentes.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019entreprise ne s\u2019attend pas \u00e0 une am\u00e9lioration imm\u00e9diate. Beiersdorf revoit ses pr\u00e9visions annuelles de chiffre d\u2019affaires et de r\u00e9sultat et table d\u00e9sormais sur une l\u00e9g\u00e8re baisse organique du chiffre d\u2019affaires au lieu d\u2019une croissance stable ou l\u00e9g\u00e8re.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Nivea a continu\u00e9 \u00e0 faire face \u00e0 des d\u00e9fis, malgr\u00e9 les signaux positifs issus des mesures de restructuration que nous avons mises en \u0153uvre l\u2019ann\u00e9e derni\u00e8re \u00bb, d\u00e9clare le PDG Vincent Warnery. \u00ab Nous prenons d\u00e9sormais des mesures encore plus \u00e9nergiques pour remettre Nivea sur la voie de la croissance gr\u00e2ce \u00e0 un plan de redressement de 18 mois visant \u00e0 renforcer la comp\u00e9titivit\u00e9 de la marque dans toutes les cat\u00e9gories, tous les march\u00e9s et tous les segments de consommateurs. Pour soutenir ce plan, nous allons intensifier les investissements ax\u00e9s sur les consommateurs dans la marque. Notre priorit\u00e9 absolue est de remettre notre entreprise sur la voie de la croissance d\u2019ici 2027 et de r\u00e9aliser une croissance rentable \u00e0 partir de 2028. \u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La faiblesse persistante de la confiance des consommateurs continue de peser sur le groupe allemand de produits de beaut\u00e9 Beiersdorf. La multinationale s&rsquo;attend d\u00e9sormais m\u00eame \u00e0 une l\u00e9g\u00e8re baisse de son chiffre d&rsquo;affaires pour l&rsquo;ensemble de l&rsquo;exercice.<\/p>\n","protected":false},"author":3,"featured_media":152872,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27,19],"tags":[],"people":[],"extra":[43],"company":[993],"topic":[266],"region":[470],"class_list":["post-152871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins","category-schoonheid-verzorging","extra-plus","company-beiersdorf","topic-resultats-financiers","region-allemagne"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beiersdorf pr\u00e9voit une baisse du chiffre d&#039;affaires malgr\u00e9 son plan de relance - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La faiblesse persistante de la confiance des consommateurs continue de peser sur le groupe allemand de cosm\u00e9tiques Beiersdorf. 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