"A feel for the needs and wishes of our
consumers, a disciplined approach to brand management, and innovation-led
research and development work have made Beiersdorf what it is today. We look
back with pride on over 130 years of success. However, this success story does
one thing above all: It imposes a duty and an incentive to do even better in
the future, step by step, and to continue the company’s progress sustainably
and for the long term.
Our vision is to be the number one in skin
care in our relevant markets and categories. Our compass is our Blue Agenda.
Introduced in 2012, it defines the course we are adopting to face the
challenges of the future and with which we intend to reach our goals.
And we are under way! Beiersdorf is
picking up speed – the company stands once more for innovative products and
strong brands. We have refocused NIVEA on its core values, gaining clarity and
new potential. A systematic, clear approach is our path to increasing our
We are basing this on an open, integrative
corporate culture that encourages high performance, and on employees who take
responsibility and who think like entrepreneurs. We need to be right up close
to our markets and consumers and to be as efficient and flexible as possible.
Our history is what drives us forward. We want to
get better every day. And we can count on the complete dedication of our highly
motivated employees to do so."