Our Strategy

At Beiersdorf "We care."

Our vision is to be the number one in skin care in our relevant markets and product categories. Our Blue Agenda business strategy sets out our course towards this vision: By strengthening our brands, increasing our power of innovation, expanding our presence in emerging markets and developing top talents we will be able to translate the potential of our company into economic success. The Blue Agenda allows us to be flexible, lean, efficient, and to stay true to our values.

Logo We care.

In a global business environment characterized by economic uncertainty, social pressures and environmental challenges, we strive to grow in a responsible manner. Our "We care." sustainability strategy supports our business goals and enables us to consistently reduce our environmental footprint. At the same time we are working to ensure that we give back to people, both inside and outside the company.

We have a long and successful track record in sustainability initiatives, especially when it comes to social topics. Continuing this success means going even further, and this is why in 2015 we refined and expanded our strategic set up and defined new metrics by which we can measure ourselves and our future performance. Our strategy responds to issues that we face throughout our value chain – from ensuring that we are operating within raw material limitations, through the health and safety of our employees, to responding to changing consumer expectations.


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Responsible Sourcing: We integrate a “Supplier Code of Conduct” compliance into the supplier selection and evaluation processes at Beiersdorf, and have developed specific action plans for materials of special consideration such as palm-based raw materials.

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Raw Materials: We incorporate sustainability criteria into our research, the procurement of raw materials, and the development of new formulas and applications.

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Packaging: We contribute to the conservation of resources by optimizing packaging and developing alternative, more sustainable packaging solutions.


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Energy: We systematically develop solutions to reduce energy use and deploy technologies to convert to more environmentally friendly, renewable energy sources.

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Waste: We pursue a policy of "avoid, reduce, reuse and recycle" throughout the entire life-cycle of our products and work closely with our supply-chain partners to identify and eliminate waste wherever possible.

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Water: We constantly work to reduce our water consumption – in production processes, buildings and other areas – and actively manage water risks.


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Employee Health & Safety: We are committed to ensuring safe and fair working conditions and transparent and respectful collaboration with all people throughout our entire value chain.

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Social Responsibility: Our social commitment reflects our company’s and brands’ strategic goals and values. We support communities and families in need through social sponsoring initiatives set up by our brands and programs on the corporate level.

Stakeholder Engagement

Photo Collage: Supplier Fair at Beiersdorf, Consulting in NIVEA store, product testing in the research department
Icon badge Employees: We involve our employees in our sustainability initiatives and promote active personal and team participation.

Icon Consumers Consumers: We transparently inform our consumers about our sustainability commitment and provide them with sustainable product solutions. In addition to this, we invite our consumers to engage in our sustainability initiatives.

Icon Warehouse Suppliers: To ensure our high standards in product quality, fair working conditions, and environmental protection, we foster strategic supplier management through regular dialog and joint projects.
Icon NGOs Non Governmental Organizations: We believe that an active and open dialogue with NGOs about sustainability is of mutual benefit, and engage with NGOs for instance on the palm supply chain and climate change.

NIVEA cares for family project - Blue Libraries & Vegetable Garden

The Blue Library project, based on a principle of “helping people to help themselves” guided by Beiersdorf CSR global, is aiming at widening Thai children’s an access to books and uplifting their competencies and knowledge gained from reading.  We would like to see them grow up healthily and build their own success in the future.

The first Blue library was completed in 2014 at Klong Toh Nui school in Nontaburi.  Then six more libraries were handed to schools in Bangkok and vicinity in 2015.  In 2016 we will deliver 1 library to a school not far from our production center.  We take an initiative in pursuing an official partnership with Foundation for Children to work on a “BOOKSHELVES” project which provides bookshelves in rural areas.  This way we can reach as many children as we possibly can.  We also go beyond the border to Myanmar and completed 1 library in 2015 while another one is planned in 2016.