Beiersdorf - Social Inclusion Strategy

Beiersdorf is a house of brands that includes household names such as Nivea, Eucerin, La Prairie, Chantecaille and Elastoplast.  Each of their brands has a distinct purpose. 

The Challenge

To define a social inclusion strategy that would unite the purposes of each brand within an overarching, directional theme for Beiersdorf.

The Response

Bringing together the businesses of Beiersdorf, we conducted a research and analysis phase across their markets, leaders, functions, employees and partners.  Testing and developing frameworks, we synthesised the data and used the output to inform strategy. 

The Work

We identified a social inclusion territory (white space) that Beiersdorf could own, where their current and future projects would align, deliver tangible-measurable impact to society, and would be a natural fit for their products and people.    

The Results

The result is a compelling and distinct positioning for Beiersdorf as a whole, and an ownable and actionable strategy that captures its current portfolio of social impact projects, guides all future initiatives, and could be expressed through its leaders, employees, products and partnerships.    ​

To support the roll-out we developed a compelling brand narrative, content, key messaging and toolkit. 

---

Share this story: