Pioneering new skin-care technology Beiersdorf

PIONEERING NEW SKINCARE 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.

Beiersdorf 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.

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

Beiersdorf Research center in Hamburg

the greatest possible impact. This year’s success in the area of ‘Products’ is an important step on the way to achieving its 2020 target, which is to generate 50 per cent of sales from products with a significantly reduced environmental impact. Beiersdorf also made good progress in the procurement of Palm Oil-based raw materials. For example, this year more than 25 per cent of the palm oil base in its new materials has come from certified sources, representing a key milestone in Beiersdorf’s on-going sustainability strategy.

Inken Hollman-Peters, vice-president Corporate Communications & Sustainability, said, “With this result we again exceeded our ‘Planet’ commitment for 2020, which set out a target of 30 per cent. We are currently working with the World Wildlife Fund (WWF) in Germany on setting a new 2020 target. Last year we

achieved our goal of ‘Zero waste to Landfill’ at all our European production centres, which is a further significant contribution to our ‘Planet’ action area.”

Focus on Packaging

When it comes to Packaging, Beiersdorf believes that every stage of its packaging life cycle can offer potential savings that can make a substantial contribution to environmental protection and sustainability.

The recent development of retail pouches is just one example of the company’s commitment to reducing packaging waste. For example, the refill pouches used in the Nivea Crème Shower Gel result in 75 per cent less waste. Today almost 100 per cent of all Beiersdorf’s packaging materials are recyclable.

Since 2009 sustainability has been strategically anchored in the company’s development processes. Wherever possible Beiersdorf applies the sustainability criteria of ‘Avoid, Reduce and Recycle’ to all its innovations.

For further information about Beiersdorf’s innovative products and sustainability programme visit: www.beiersdorf.com n