BDF GB 2012 Imagebrochure En

8/11/2019 BDF GB 2012 Imagebrochure En

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WE ARESKIN CARE


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For over 130 years, we have dedicated

ourselves to meeting our consumersindividual needs and are considered tobe the inventors of modern skin care.Our research and development expertise,innovative products, and strong brandsare the reasons for our success. We wantto be the number one skin care company.


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Eucerin is synonymous with innovative medical skin research. This high-quality product line is among the worlds leadingdermatological cosmetics brands and is sold in pharmacies inover 60 countries.

The Hansaplast brand made history in 1922 with the worldsrst adhesive plaster. Hansaplast is the No. 1 plaster brand inEurope*.


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The NIVEA brand has enjoyed market success for over 100 years and is the worlds largest skin care brand** today.


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* Source: Euromonitor International Limited; Hansaplas t by global brand name in the category stick ing plasters based on Western and Eas tern Europe combined sales; in retail value terms, 201 1.** Source: Euromonitor International Limited; NIVEA by global brand name in the categories B ody Care, Face Care and Hand C are; in retail value terms, 2011.


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Blue Agenda

We will be the No. 1 Skin Carecompany in our relevant categoriesand markets.

We are Skin Care

Closest to Markets

We are small and act with maximumfocus, speed, and efficiency.

Focused

Fast & Flexible

Lean & Efficient

We combine leading brands,big innovations and world-classadvertising.

Leading Brands

Big Innovations

World-Class Advertising

Shopper Connectivity

We are Beiersdorf We are unique!

One Team

Top Talents

Values & Culture

Blue Agenda

Beiersdorf has clear goals that are set out in our Blue Agenda.We want to generate sustainable growth and further increasethe protability of our company.

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A feel for the needs and wishes of our consumers, a dis-ciplined approach to brand management, and innovation-led research and development work have made Beiersdorfwhat it is today. We look back with pride on over 130 yearsof success. However, this success story does one thingabove all: It imposes a duty and an incentive to do even

better in the future, step by step, and to continue thecompanys progress sustainably and for the long term.

Our vision is to be the number one in skin care in ourmarkets and categories. Our compass is our Blue Agen-da. Introduced in 2012, it denes the course we areadopting to face the challenges of the future and withwhich we intend to reach our goals.

And we are under way! Beiersdorf is picking up speed the company stands once more for innovative productsand strong brands. We have refocused NIVEA on it score values, gaining clarity and new potential. A system-atic, clear approach is our path to increasing our marketshare.

We are basing this on an open, integrative corporateculture that encourages high performance, and on em-ployees who take responsibility and who think like en-trepreneurs. We need to be right up close to our marketsand consumers and to be as efficient and exible aspossible.

Our history is what drives us forward. We want to getbetter every day. And we can count on the completededication of our highly motivated employees to do so.

S TEFA N F. H EI D EN R EI CH

Chairman of the Executive Board

Ladies and Gentlemen,S TEFA N F. H EI D EN REI CH Chairman of the Executive Board

2WE ARE SKIN CARE / Blue Agenda


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Our CompanyFor over 130 years, we have built our reputation on rst-class skin care, internationalization, and forward-lookingentrepreneurship.

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Our brands are at home all over the world. With NIVEA ,we are continuing a success story that has been goingstrong for over a century. NIVEA stands for a feeling ofsecurity, closeness, trust, and reliable care for all typesof skin. Our success in all skin care categories and market segments is attributable not only to NIVEA but also toour other leading brands: Eucerin for medical skin careand La Prairie for luxurious anti-aging skin care. Otherbrands including 8 x 4, Florena, and SLEK and Maestro round out our portfolio and are specially geared to-

wards regional markets, individual consumer needs, andspecic areas of application.

This success story has its beginnings in a small pharmacy.

PAST AND PRESENT

In 1880, pharmacist Paul C. Beiersdorf established a la-batory in a pharmacy in Hamburgs Mhlenstrasse. Work-ing closely together with Prof. Paul Gerson Unna, oneof the leading dermatologists of the time, he developedhis rst patent a process for manufacturing medi-cal plasters which would go on to form the basis for

modern plaster tech nology. The date of the patent spe-cication, March 28, 1882, is taken as the date on whichBeiersdorf was founded.

In 1890, pharmacist Dr. Oscar Troplowitz bought thelaboratory from Beiersdorf. In 1892, he built a factory inHamburg-Eimsbttel, where the company still has itsheadquarters to this day. From the outset, Troplowitz hadhis sights set on the international markets while keepinga close eye on the ongoing scientic development of hisproducts. 1911 saw the development of the worlds rststable and therefore industrially producible oil-and-water-based cream: NIVEA . By 1914, the company hadformed business ties in 34 countries and was generating42% of its sales outside Germany.

The 1920s ushered in a new zeitgeist with youth andleisure establishing themselves as new buzzwords andtechnical innovations like the automobile increasing thepace of living. NIVEA responded to this new outlook onlife and adapted its brand prole accordingly.

The original yellow-green tin design with art nouveauelements made way for the more modern blue and whiteNIVEA tin that remains its hallmark to this day. With theblue tin and its simple white lettering, Beiersdorf created

a brand icon and a classic piece of everyday design. Thecolor blue also reects the core values of the brand:closeness, trust, and credibility. Because the blue was sosuccessful, it has been the base color for all NIVEA prod-ucts ever since and has become NIVEAs trademark.

PRESENT AND FUTURE

In a history that goes back over 130 years, Beiersdorf hasconstantly expanded and enhanced its dermatologicalknow-how. One important milestone was the opening ofits new skin research center in Hamburg in 2004. Withover 450 scientists, it is one of the largest and most ad-

vanced centers of its kind. In addition, Beiersdorf hascontinually established local research centers, tailoringthem to the specic requirements of their respectivemarkets.

Remaining true to its original corporate values a consis t-ent focus on skin care, closeness to consumers, and for-ward-looking and dedicated entrepreneurship is whathas made Beiersdorf independent, strong, and success-ful for over 130 years.

We work constantly to enhance and update our brandsin all skin care categories and market segments within-depth dermatological research, innovative technolo-gies, and nely tuned brand communication. We focusclearly on the needs of consumers which explains ourhigh consumer satisfaction.

< Beiersdorfs research center in Hamburg, Germany

4WE ARE SKIN CARE / Our Company


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Milestonesof Innovation

Labello lip care stickThe rst lip care stick in a

practical sliding tube islaunched on the market.

NIVEA CremeNIVEA Creme the rst stableoil-and-water-based cream in theworld revolutionizes skin care.The ornamental tendrils featuredin the original tin design are remi-niscent of art nouveau, the mostpopular art genre of the time.

NIVEA White PasteThe cream caters to the Asianbeauty ideal of a fair complexion.

We know and understand the needs of our consumers.Our innovations have shaped skin care and the marketfor more than 130 years.

1909

1911

1933

Patent specication 1882

The date of the patent document forthe manufacture of medical plastersis ta ken as the date the company wasfounded: March 28, 1882.

1922

1936

1950

1900HansaplastHansaplast islaunched andrevo lutionizeswound care: It isthe rst plasterto feature a gauzepad, which meansthat it can alsobe used to care for

open wounds.

NIVEA Ultra-Oil

NIVEA Ultra-Oilwith increased sunprotection is therst NIVEA sunprotection productto be launched onthe market.

Eucerin PH5The innovative ointment focuses

on maintaining the skins ownnatural protective acid mantle

for the rst time. This aspect stillplays a central role in medical

skin care to this day.

Eucerin

A patent application isled for the emulsier

ucerit (beautiful wax).Made from sheeps wool

wax, Eucerit is thebasis for Eucerin and

NIVEA Creme.

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La Prairie Skin Caviar rangeLa Prairie paves the way for its

successful Skin Caviar range withthe launch of its caviar pearls.

NIVEA MilkA new type of emul-

sion revolutionizesskin care. The liquid

cream means that

NIVEA can now pam-per the body from

head to toe.

NIVEA Sun MilkThe rst version of NIVEASun Milk to have a stand-

ardized sun protection factor,offering dependable sun

protection.NIVEA Q10

With NIVEA Visage Q10 Beiersdorfresearchers set a new trend of

anti-wrinkle skin care and achievea rousing success; Q10 becomes

the preferred ingredient in manyproduct categories.

NIVEA Deodorant Invisiblefor Black & White

Working closely together withtextile experts, Beiersdorfs

scientists developed the rstdeodorant to offer 48-hour pro-

tection from perspiration whileleaving hardly any residue on

dark clothing and reducing theformation of yellow stains on

light clothing.

Eucerin

Hyaluron-FillerEucerin launches anew anti-wrinkleskin care range, nowsome of the best-selling anti- agingproducts in pharma-cies.

8x4 soapBeiersdorf launches the rstdeodorizing soap on the market.This is followed by the rstspray-on deodorant in 1958.

1951

1963

1975

1987

19982006

2011

1980

NIVEA MENAfter Shave

BalmAlcohol-free

NIVEA MEN AfterShave Balm

soothes menssensitive skin.

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EUCERIN EVEN BRIGHTER

The rst comprehensive pharmacy care

range for hyperpigmentation repairsand protects the skin, helping to createan even, radiant skin tone.

LA PRAIRIE SKIN CAVIAR

LIQUID LIFT

A new addition to thelegendary Skin CaviarCollection, Skin CaviarLiquid Lift is an intensive

anti-aging serum.

NIVEA DEODORANT

INVISIBLE FOR BLACK & WHITE

The rst deodorant that offers 48-hour protec-tion from perspiration while leaving hardly anyresidue on dark clothing and reducing the for-mation of yellow stains on light clothing.

NIVEA IN-SHOWER

BODY MILK

NIVEA debuts an entirelynew product category withits In-Shower Skin Condi-

tioner line. This is appliedwhile still in the shower,moisturizing the skin with-out leaving a sticky feeling.

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OurInnovative PowerThe skin is the largest organ in the human body. It is thefocus of our product innovations with which we set newstandards worldwide.

INTERACTING WITH CONSUMERS

Our success shows that Beiersdorfs products meet theexact needs of consumers all over the world, thanks toour groundbreaking innovations, outstanding quality, andinsight into individual consumer needs. In 1900, chemistDr. Isaac Lifschtz discovered Eucerit a pioneering in no-vation for which he was granted a patent two years later.This made it possible to create a stable water-in-oil emul-sion with a long shelf life that could be used as an oint-ment base. Later on, the same emulsier was the mostimportant component in the invention of NIVEA Creme,which revolutionized skin care in 1911 as the worlds rststable oil-and-water-based cream. The research workthat laid the groundwork for developing NIVEA and Eucerin provided key dermatological ndings. The research anddevelopment of new products has played a key role in ourcompany ever since its earliest days.

Beiersdorf researchers need extensive dermatological ex-pertise in order to assess the effect of certain substanceson human skin and to develop new product formulations.They apply systematic research processes and state-of-the-art procedures. Beiersdorfs skin research center in

Hamburg is one of the largest in Europe as well as beingone of the worlds leading institutes in the eld of skinresearch. New products are tested for their effective-ness and tolerability in the adjoining test center. In 2012,around 1,200 studies were conducted in Hamburg withmore than 30,000 test persons. The direct interaction inthe test center gives the company valuable insight intowhat consumers want. These ndings are used togetherwith the test results to optimize and develop products.Because Beiersdorf operates other research laboratoriesin various locations around the world, the company can

also zone in on the specic needs of regional markets.This is an additional success factor that allows Beiersdorfto get exceptionally close to its markets and to developmarket-specic ideas.

RAISING THE BAR WITH NEW IDEAS

Beiersdorfs dermatological expertise and high-qualityresearch are key factors contributing to its success. Thisalso explains why the companys internal test and evalu-ation methods are repeatedly adopted as internationalstandards, for instance with regard to the effectivenessof skin care products.

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BeiersdorfWorldwide

South America21 locations

North America4 locations

approximately

17,000employeesworldwide

46countries in which

NIVEA is the marketleader in the skin

care segment *

in 2012,

over 2,000 studies were conducted

worldwide withmore than 45,000

test persons

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Europe58 locations

Africa4 locations

Asia19 locations

over 150affiliates

worldwide

965 scientists

worldwide

around

30% ** of allwomen worldwide

use NIVEA

global brandawareness of NIVEA:

93% ** *

Australia2 locations

* Source: ACNielsen, top seller by number of products in the skin and personal care segment by countries, 2011. ** Source: Beiersdorf internal data, NIVEA Brand Health Tracking 2011 / 2012, weighted average usage ratio for 62 countries, women aged 14-65 .*** Source: Beiersdorf internal data, NIVEA Brand Health Tracking 2011 / 2012, weighted awareness ratio for 62 countries.

10WE ARE SKIN CARE / Beiersdorf Worldwide


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Developing innovative products fornew markets means responding toboth global trends and the wishes oflocal consumers. All over the world.

Close toConsumers

BRAZIL

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< View of So Paulo

DISCOVERING THE DIFFERENCES

Beiersdorf is successful in so many countries because

people trust its brands and because its products liveup to this trust. No two markets are the same and skincare requirements vary enormously in the different re-gions around the world.

The worlds rapidly growing emerging markets are par-ticularly interesting for two reasons. They are set apartfrom each other by their substantial geographic and cul-tural diversity and also by their differing personal carehabits. And yet, they share up-and-coming economies anda growing middle class. Anyone looking to seize theseopportunities must cater to both traditional and changingneeds for example in China and Brazil.

BRAZIL A PIONEERING FORCE IN LATIN AMERICA

Brazilian ideas of attractiveness and beauty are tradi-tionally associated with well-cared-for skin somethingthat is considered worth showing off. Well-being in LatinAmericas largest country means being clean, fresh, andhaving skin that smells fragrant after youve had a shower

Beiersdorf employees discuss the latest fragrances: Brazilian consumers set great store by pleasantly perfumed shower and care products

NIVEA sun protection produc ts are highly sought-after and are among

the most popular products in Brazil

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CHINA

and applied body lotion. At the same time, many Bra zil-ians take care of their health and protect themselvesagainst the brilliant sun with high sun protection factors.Its no wonder that NIVEA Sun, NIVEA Body and NIVEA Deo products are undis puted favorites among consum-ers in Brazil. On top of care aspects, the focus is on their

fragrance NIVEAs products here range from fennel andstar fruit through to bergamot. The strong growth of theeconomy and the increase in purchasing power meansthat more and more middle- and low-in come groups canrealize their wishes in the areas of skin and body care.This is something that Brazil shares with many of itsneighboring countries. The whole of Latin America hashigh potential and the market for skin and body care isseeing rapid and dynamic development.

CHINA SKIN CARE IN THE NEW M IDDLE KINGDOM

About four billion people live in Asia and are beneting

from the regions economic growth and increasing stan-dards of living. The structure of Asian peoples skin andhair, challenging environmental inuences, and a differentbeauty ideal make China a unique market for skin careproducts, with NIVEA Body, NIVEA Deo, and NIVEA MENbeing particular successes for Beiersdorf. For manyconsumers all over Asia, a youthful appearance oftenlinked to the desire for a fairer skin tone is extremelyimportant. Functional products of light texture offeringsun protection are in high demand. Men also take verygood care of themselves and put their trust in the suc-cessful NIVEA MEN line. For many Chinese people, dailyfacial cleansing routines play a major role in personalcare. Facial toners and cleansing products are well-established in the market in contrast to deodorants,which offer great growth potential.

In China, beauty advisors help consumers choose the right NIVEA product

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The NIVEA MENs care product line is very pop ular in China

A view of the Shanghai skyline

Identifying these unique regional features and consumersneeds depends on a long, intensive dialog. It all starts withkeeping our ears and eyes open. Only then can Beiersdorfemployees understand the specic needs of consumersaround the world. From market and trend research through marketing down to consumer service and product devel-

opment a large number of Beiersdorf teams worldwideare dedicated to satisfying consumer wishes in the indi-vidual markets. The regional skin research centers such asthe recently opened center in Wuhan (China) or in Silao(Mexico), where a new research center is currently beingbuilt, play a particularly important role. In 2012, over 800studies were conducted in the different regions (includingEurope, China, Brazil, Russia, the USA , and Thailand) incooperation with around 50 international test institutes.The valuable insights acquired in this way can be used toadapt products to the specic requirements of consum-ers in the various regions. Our success is immediately ap-parent: in the satisfaction of our consumers and in theirloyalty to our brands. In fac t, many of our consumersaround the world think NIVEA is a local brand from theirhome country. We call this philosophy Closer to Markets. in our corporate strategy.

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Are you young and talented? Then the world is open to you no question! You can choose between all the large and verylarge employers in the world.

Find YourCalling!

But what do you actually want to do? Is your future withan innovative, relatively small, and fast-moving company?

Absolutely! If you believe in your individuality and considerit an asset worth preserving. If you intend to contributeyour own perspectives to your company. Or, if you want toachieve something from the get-go without worryingabout hierarchies and departmental inghting. If you trustpeople who love what they do, who are passionate abouttheir product or their brand. If you believe in yourself, in agreat team and in success; if you believe a personal

touch is crucial. And if you want to have fun at work, too.

Talk to us! We offer an environment in which you can liveyour life and make your wishes a reality. Why? Becausewe believe that we can only grow when you grow, too inevery respect.

WANTED: YOUR IDEAS

We are team players and yet we can offer you the oppor-tunity to be responsible for implementing your own ideas.At Beiersdorf, you have the chance to move things, bothon a national and an international level. This means youwill be working closely with specialists from a wide rangeof areas throughout the company.

REALIZE YOUR POTENTIAL

Beiersdorf offers you the oppor tunity to make an im-pression from day one and to make your mark on thecompany: Show us what you can do! In return, we will

provide individual training to support your professionaland personal development. Because the next challengeis already waiting for you in Germany and around theworld!

MAKE THE WORLD YOUR WORKPLACE

Beiersdorf offers you the oppor tunity for an interna-tional career at a dynamic company with a continuallygrowing portfolio of top international brands suchas NIVEA , Eu cerin, and La Prairie.

The company needs employees who can move effortless lybetween countries, cultures, and languages. Our BEYOND BORDERS graduate trainee program turns talented recruitsinto cross-culturally adept young man agers. Over thecourse of 18 months, graduate trainees gain insights intodifferent departments. They gain international experi-ence by spending ve to six months at one of our affiliatesabroad. This is how we ensure that our future managerslearn to know and understand not just our headquartersin Hamburg but also the view from, and the unique cul-tural features of, our affiliates.

Interested? Then help us write the next chapter in our and your personal success story!

Further information on your career with Beiersdorf canbe found at:

WWW.BEIERSDORF.COM/CAREERS

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From left to right: Alexandre Cevarolli (ten years with the company), Lilian Cruz (five years with the company),Denise Gamboa (six years with the company)

From left to right: Lynn Lv (two years with the company),

Jennifer Zhou (three years with the company)

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We care.Beiersdorfs activities focus not only on skin careand protection, but also on responsibility towardsour fellow human beings and our environment.

People: By 2020, we aim toreach and help improve thelives of one million families.

(Base year 2013)

NIVEA and the DLRG(the German Lifesaving Society)

have worked consistently to raiseawareness about the dangers as-sociated with water and exposure

to the sun.

ACTING RESPONSIBLY

For over 130 years, environmental protection, social re-sponsibility, and economic efficiency have been centralto Beiersdorf. Responsible conduct has a long traditionat Beiersdorf. We strike a healthy balance between com-mercial success and the needs of the environment andsociety something that is urgently necessary in thesetimes of climate change and scarce resources. After all,consumers expect responsible conduct from their brandof choice.

In order to ensure long-term success, the company must

respond exibly to changes in the market and be sustain-able in its actions. This is why Beiersdorfs approach tosustainability focuses primarily on increasing the compa-nys ability to adapt.

PRODUCTS, PLANET, PEOPLE

Beiersdorfs international sustainability strategy concen-trates on six focus areas in three elds of activity thatare of particular relevance for its business. In the Prod-ucts eld, Beiersdorf focuses on the sustainable use ofraw materials, conserving resources by minimizing pack-aging and developing sustainable solutions, and activelyhelping consumers to be more sustainable in their ac-tions. The Planet eld centers on the responsible use ofexisting scarce resources in production and sales. In thePeople eld, Beiersdorf motivates its employees to play an active role in sustainable activities and puts its weightbehind local and global social initiatives.WWW.BEIERSDORF.COM/SUSTAINABILITY

We were one of the rst com-panies in Germany to opena company kindergarten.

In 2011, a total of5 million was

invested in 119 CSRprojects implemented

by 43 affiliates.

> 60 years

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Total amount of reduced wasteper nished product between

2005 and 2012.**

35.6%

Products: By 2020, we aim togenerate 50% of our sales* from

products with a signicantlyreduced environmental impact.

(Base year 2011)

Planet: By 2020, we aim toreduce our CO 2 emissions by

30% per product sold.(Base year 2005)

32.2%

Total water reduction pernished product between

2005 and 2012.**

of our packaging materials arealready recyclable.

Total energy reduction pernished product between

2005 and 2012.**

34.5%

A pioneering force in the introductionof rells since 1992.

Almost 100%

tons of plastic will be saved eachyear in our NIVEA Body range due to

a reduction in packaging volumesby 15%.

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* This relates to sales in the Consumer Busin ess Segment.** Data source: 16 production centers in 12 countries which represent about 95% of the global production volume.

20WE ARE SKIN CARE / We care.


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1 2

3 4

With an innovative portfolio comprising around 7,000products in a large number of application areas, tesais a global market leader thanks to its many years of ex-perience in coating technology and developing adhe-sive masses. Consistently high quality, highly innovativethinking, and the use of superior technology are coreelements of its brand philosophy and strategy.

tesa focuses primarily on developing effective solutions

for a wide cross-section of customer groups. In its indus-trial business, tesa primarily provides system solutionsfor the automotive, printing and paper, electronics, andconstruction industries. In the electrical industry, tesaadhesive systems are used in particular in mobile de-vices such as cell phones, MP3 players, and PDA s. In itsconsumer business, tesa markets an extensive rangeof adhesive tapes in Europe and Latin America; these aredesigned for everyday use in the office, home, and gar-den. The company also has one of the most advancedclean room units in Europe. This will be instrumental intesas future role as a supplier to the international phar-maceuticals industry in the eld of coated therapy sys-tems (pharmaceutical plasters and oral lms).

tesa BusinessSegmenttesa is one of the worlds leading manufacturers of adhesiveproducts and system solutions for industry, craft businesses,and consumers, and employs some 4,000 people in over 50affiliates.

1 Automotive and automotive supply industry: tesa develops

custom solutions that are closely tailored to the specic stages

in manufacturers production processes

2 Paper and printing industr y: tesa develops innovative adhesive

products that cater to advancing automation

3 Electrical industry: Components that used to be screwed or

riveted are now increasingly assembled using special a dhesives

4 Consumer industry: For over 60 years, tesa has been synonymous

with transparent adhesive tape today, over 300 products in

the consumer product range assist in day-to-day tasks in the of-

ce and at home

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Discover more about Beiersdorfat www.beiersdorf.com

Published byBeiersdorf AktiengesellschaftUnnastrasse 4820245 HamburgGermany

Editorial Team and ConceptCorporate Communications

Design/Realization 3st kommunikation, Mainz

PrintingDrmeyer GmbH, Hamburg

PhotographyGtz Wrage, Hamburg

Hartmut Ngele, Dsseldorf Marion Losse, Hamburg

Mike Ellis, London

Beiersdorf AG

Contact Information

Print compensatedId-No.

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BDF GB 2012 Imagebrochure En