Beiersdorf

Beiersdorf AG is a German multinational company that manufactures personal-care products and pressure-sensitive adhesives. Its brands include Elastoplast, Eucerin (makers of Aquaphor), Labello, La Prairie, Nivea and tesa (tesa tape). Although its shares are publicly listed, Beiersdorf is controlled by Maxingvest AG (parent company of Tchibo), which directly owns 50.49% of shares. Beiersdorf is organized in two separate business segments: consumer business and tesa. The consumer business segments focuses on skin care, while the tesa business, on self-adhesive products. Besides Nivea, Beiersdorf is owner of different other brands like 8x4, Eucerin, Labello, La Prairie, Hansaplast and Florena. In 1974, the company introduced a divisional organization for cosmed, medical, pharma and tesa. In 1989, the divisional organization was changed into skin care, adhesive products and wound care. The product range of Nivea as well as of tesa was expanded. Especially Nivea products - the typical cream as well as sun creams, anti age products and baby care. In April 2001, the tesa business segment was founded as an independent unit within Beiersdorf. tesa focuses on developing solutions for its customers, offering about 6.500 different self-adhesive products. Beiersdorf has several Corporate Social Responsibility projects like the global social initiative 'Nivea cares for family'. The company works with NGOs and organizations in an attempt to improve the lives of disadvantaged families. Beiersdorf is a global company with more than 150 affiliates worldwide. Its headquarters are located in Hamburg, Germany, as well as their research centre where new products are developed. With Nivea and Labello, the company has two strong brands from the first day and developed quickly into an international company. Due to the Second World War, the process of expansion temporarily stopped. It took some years to come back on the international stage as Beiersdorf had to rebuy the trademark rights. But at the end of the 1990s, 70 percent of the company’s sales revenue was being generated outside Germany. Today, the company is a global player with its 150 affiliates and 17,000 employees worldwide. Especially Nivea is a very strong brand. Europe is the key market with 58 locations but the company keeps building its presence in markets around the world. The site in Vienna is being developed to a centre for Central and Eastern Europe. Regional research centres are located in Wuhan (China) and Silao (Mexico) so the scientists are able to respond more effectively to the needs of the local markets. The company was founded in 1882 by pharmacist Paul Carl Beiersdorf in Hamburg and sold to Oscar Troplowitz in 1890. Paul C. Beiersdorf's patent for the manufacture of coated plasters, dated 28 March 1882, is regarded as the foundation date of the company.