PIONEERING NEW SKIN-
CARE TECHNOLOGY
Beiersdorf is a global leader in the development and manufacture of sustainable skin-care products. The company continues to expand thanks to its continuous programme of investment in R&D and new product innovation. Beiersdorf’s iconic global skin-care brand, Nivea, continues to gain market share worldwide as a result of the company’s dedication to finding solutions to a broad range of skin types and its commitment to protecting the environment. Philip Yorke reports.
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eiersdorf was founded in 1880 by Paul C Beiersdorf, who began by taking over a chemists shop before building a facility a year later to develop and manufacture medical plasters. The most significant milestone at that time was the company’s creation of brands that are still household names today. Namely Labello in 1909 and Nivea in 1911. Today Beiersdorf is a leading global brand that is divided into two distinct business units: Consumer Business and Tesa Self- Adhesive Products. The company is quoted on the Frankfurt Stock Exchange and employs more than 17,500 people worldwide. In 2015 Beiersdorf recorded sales of more than €700 million.
Formula for success A continuous commitment to R&D and a desire to create the most effective and sustainable skin care products, has helped Beiersdorf to maintain its position as a global leader in its field. During the last few years there have been many notable skin-care products launched by the company including ‘Nivea In-Shower’, which quickly became one of the most successful ‘innovation products’ in the company’s history with over four million units sold to date. It is now available in a number of variations including a body lotion with sea minerals, and body milk honey and milk, as well as a refreshing aftersun lotion. This success demonstrates how valuable it is to start with the exact data about the needs of the consumer, and to test the products with them. Because In-Shower products are based on an innovative formula technology and a completely different kind of application, they had to be explained to consumers in detail. That’s why Beiersdorf tested the new type of application as the next step in Italy. 170 Industry Europe
The success was so convincing the in-Shower gel was also introduced in Germany and in the meantime the product range has been expended to include Nivea In-Shower for a variety of skin types.
Rolling back the years The latest dermo-cosmetic anti-age care range from Beiersdorf, ‘Eucerin Elasticity+Filler’ also includes a special face oil. In mature people, wrinkles become part of their everyday appearance. However, visible signs of aging can be minimised and the aging process even effectively slowed down. The new anti-age care range from Beiersdorf, ‘Eucerin Elasticity+Filler’ offers an innovative combination of anti-aging and active ingredients especially developed by the company for mature and demanding skin types. The loss of elasticity combined with the appearance of deep wrinkles, is a primary concern for many women with mature skin. That is why Eucerin Elasticity+Filler products have been developed. The day and night care cream contain Beiersdorf’s exclusive active ingredient, Arctiin, which stimulates collagen production in skin cells. The two formulas also contain Silymarin, a powerful anti-oxidant, that protects collagen and elastin from degrading. These unique formulas also contain long and short-chain Hyaluronic acid to visibly pump up deep wrinkles. As a result the skin feels firm and looks fresh and radiant.
On-going sustainability programme Recently Beiersdorf published its Sustainability Review, which reports on the company’s progress with its ‘We care’ sustainability strategy. This strategy compliments the company’s business goals and ensures that it targets the areas where Beiersdorf’s brands have
