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BEIERSdORF EAST AFRICA Beiersdorf are considered to be the inventors of modern skincare

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DEFINING T H E F U T U R E OF SKINCARE Best known for its NIVEA skincare product range, Beiersdorf are strengthening their market position through innovative research and strong branding Writer Emily Jarvis Project Manager Tom Cullum

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eiersdorf is a global skincare company with more than 150 affiliates and over 17,000 employees worldwide. In 2012, Group sales posted €6.04 billion. The company’s international success is founded on strong brands in all the relevant skincare categories: NIVEA in the mass market, Eucerin in the pharmacy segment and La Prairie in the luxury skincare segment. Today – 100 years after its creation – NIVEA is one of the largest skincare brands in the world and available in more than 200 countries worldwide, and market leaders in 46 of these. Further to this, Eucerin is a leading medical skincare brand of dermatological cosmetics; and in the premium segment, La Prairie is a leader in the exclusive anti-aging skincare market. When Group sales reached the €6 billion milestone in 2012, this marked a great achievement for the skincare manufacturer; but Beiersdorf continue to push for greater things. For over 130 years, Beiersdorf have been dedicated to meeting the consumers’ individual needs and are considered to be the “inventors of modern skincare”. Through Research and Development expertise, innovative products, and strong brands, the skincare giant strives to be number one in their field. Every day, millions of consumers trust Beiersdorf’s innovative, highquality skin and body care products. Their successful international brand portfolio is tailored to meet the individual needs and wishes of consumers, as well as regional requirements. The ongoing strengthening and development of strong brands is the basis for this closeness to consumers and markets, and a significant factor in Beiersdorf’s success.

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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,” states Stefan F. Heidenreich, Chairman of the Executive Board of Beiersdorf AG, on the company website.

Learning from the Skin

The Blue Agenda Strategy Introduced in 2012, Beiersdorf’s Blue Agenda strategy is a key component in increasing growth and reach. It is focused on strengthening the company brands, increasing power through innovation, expanding presence in the emerging markets, and on dedicated employees. A feel for the needs and wishes of consumers, a disciplined approach to brand management and innovationled Research and Development work have made Beiersdorf what it is today. The company 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. With a vision to be the number one in skincare in the relevant markets and categories, the Blue Agenda defines the course Beiersdorf are adopting to face the challenges of the future and in turn, reaching their goals. This strategy is picking up speed as the company further work to strengthen their innovative products and brands. “We are basing this on an open, integrative corporate culture that encourages high performance, and on

Learning from the skin: Beiersdorf’s researchers have been following this guiding principle since the company’s beginnings 130 years ago. Today at the Hamburg Research Centre, over 500 scientists work with deep dedication and great success in unlocking the skin’s complex processes in order to develop better and better skincare products on the basis of this newfound knowledge. Since the very beginning, Beiersdorf and its dermatological expertise have been synonymous with groundbreaking innovations - even the introduction of Eucerin (1900) and NIVEA Creme (1911) was based on systematic advancements to emulsions which were achieved working in close collaboration with dermatological researchers. Beiersdorf has remained true to this principle until today; demonstrated by the discovery of the skinrejuvenating and wrinkle-reducing coenzyme Q10 and the excellent skin-moisturising properties of the ingredient Hydra IQ, as well as the invention of the first deodorant that protects against textile discoloration or stress-induced perspiration. Over the course of the company’s history, the broad range of technical expertise contained within the Beiersdorf Research Centre has repeatedly led to methods of analysing and evaluating the effectiveness of

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DASH WHO ARE WE? DASH is a well renowned company in the clothing industry, as a leading supplier of high quality corporate wear. For over 30 years we have successfully supplied leading multinational and corporate businesses with customised promotional merchandise across Africa. Quality workmanship, distinctive style, reliability, consistency and a drive for perfection are some of the values that have made DASH a leading company within the industry. We offer a full range of services at the most competitive prices and our product range is vast, from t-shirts to executive shirts & blouses, the list really is endless. Also all our products are available in a range of colours, textures, qualities and can be printed or embroidered. We understand the importance of promotional merchandise; every branded giveaway and company uniform is an opportunity to gain more customers or strengthen existing relationships. This is why our approach is focused on helping our clients chose the right selection of merchandise to make the right impression!

So what are you waiting for? Give us the opportunity to take your brand to the next level! Tel 0772 727 351 Email info@dashclothng.com

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SUDI CHEMICAL

udi Chemical Industries is the leading Aerosol contract manufacturer in the East African region. the company provides expert solutions for any form of Aerosol filling for glass, tin and Aluminium dispensers. we are proud to be associated with Beiersdorf. we have partnered with them as third party manufacturers for their lImARA Brand of Deo sprays since 2004. other companies for whom we have carried out contracts for include Yardley (uk) and European Perfumery and Cosmetics. we also manufacture tEEPol brand of liquid detergents and are the leading manufacturer of Drilling fluids for Borehole, geothermal and oil and gas drilling applications. Tel +254 20 554742, 554294, 3517102 Email info@sudichem.com / sudichem@gmail.com

Regarding future growth, Europe is Beiersdorf’s key market, accounting for 58 of its offices; and the company will continue to develop and encourage talent and achieve wider company goals as a team. At the By 2020 we aim to generate same time, they plan on building 50% of our sales from products their presence in growth markets with a significantly reduced around the world in particular environmental impact; in Brazil, China, and Russia. By establishing Regional Development By 2020 we aim to reduce our Co2 Centres, such as the ones that emissions by 30% per product sold; opened in 2013 in wuhan (China) 2020 Commitments and mexico, Beiersdorf can gain By 2020 we aim to reach and closer insights into consumer needs Beiersdorf’s approach to sustainability improve the lives of one in these important future markets; focuses primarily on increasing million families. where they can continue to create their ability to respond to change Continuing State of the Art and innovate. and establishing a forward-looking Research For the financial year 2013, culture. the issues that are important with €159 million invested in R&D and to stakeholders have been identified 965 scientists worldwide, Beiersdorf’s Beiersdorf’s revealed that group sales rose 7.2% to €6.14 million. with this so as to contribute to the long state of the art research facilities and in mind, it is clear that the future of term-success of the business and knowledgeable scientists continue to to help combat global problems. be a force to be reckoned with. In 2012, Beiersdorf continues to show signs the ambitious 2020 commitments they conducted over 2000 studies with of further growth and successful strategy implementation. therefore, are designed to ensure that more than 45,000 test persons. skincare products designed and tested by Beiersdorf; becoming industry-wide and the global standard. the Beiersdorf brands are extremely well-trusted all over the world - not least because they are remarkably gentle on the skin but meet the needs of all types of human skin, which varies according to skin type, age, or gender, as well as weather conditions and specific ethnic or culture characteristics.

the company are focused on the areas which have the greatest impacts in the company. these commitments give Beiersdorf a clear direction to strive for a better performance:

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