10 INTERVIEW
Balancing core products, quality, and innovation: Beiersdorf's formula for success Stephanie Barraud Founded in 1882 by pharmacist Paul C. Beiersdorf in Hamburg, Beiersdorf has evolved into a globally successful consumer goods company, known for its iconic brands, particularly NIVEA and Eucerin.
As a GTCC member since 1986, Beiersdorf (Thailand) Co., Ltd. has been long-standing in Thailand with more than 700 employees at its office in Bangkok and the production centre in Bang Phli. GTCC is pleased to interview Ms. Stephanie Barraud, Senior Vice-President – ASEAN, Beiersdorf Co., Ltd., on the company’s endeavors in Thailand and ASEAN market, which a strong focus on sustainability. Prior to her current position, Ms. Barraud spent four years honing her professional skills at J&J Consumer France. Her journey with Beiersdorf commenced in 2002 when she joined Beiersdorf France as Senior Brand Manager, responsible for NIVEA’s facial products. In 2003, she took on the position of Group Brand Manager at Beiersdorf Brazil. As Marketing Director at Beiersdorf Russia since November 2005, she has successfully managed marketing and trade marketing activities not only in the Russian Federation but also across the 11 countries of the CIS (Commonwealth of Independent States of the Former Soviet Republic). In October 2021, Ms. Barraud embarked on her current position, based in Thailand. Beiersdorf (Thailand) Co., Ltd. has been operating in Thailand since 1972. What opportunity did Beiersdorf see in the cosmetics market here at that time? NIVEA products first arrived in Thailand in 1926 through our established distributor network. With Beiersdorf’s 140-year history, we are an old lady, but with a very nice mixture of being true to our past, and modern at the same time. One of the secrets that made the company one of the world’s leading skincare brands is our ability to strike a balance between long-term vision and time-tested excellence. For instance, the iconic blue tin NIVEA Cream has remained unchanged for 112 years, a testament to its enduring quality.
UPDATE 4/2023
On the other hand, we're committed to innovation and have a 140-year history of pioneering the skincare industry. Our journey began with Dr. Oscar Troplowitz, an assistant at Mr. Paul Beiersdorf's pharmacy, who discovered a way to blend water with lanolin from sheep wool, creating the first water-inoil emulsion and birthing NIVEA Cream. Since then, we’ve continued to lead with innovations, introducing groundbreaking products like sunscreen under the NIVEA and Eucerin brands and trailblasing in men's skincare. What have been the major transitions of Beiersdorf’s business activities and market position in Thailand from then until now? The journey has been marked by not just major transitions but a continuous evolution since the company's inception. I think one of the significant accomplishments of Beiersdorf in Thailand is pioneering the deodorant and men’s skincare categories, which were nonexistent before our involvement. We hold a global leadership position in sunscreen products and have successfully increased the adoption of this category in Thailand’s daily usage. Our factory in Bang Phli, was renovated for expansion in
