Beiersdorf Has Seen Stellar Performance in Recent Years Thanks to Its Large Mass-Market Exposure
Beiersdorf’s strategy focuses on three key growth drivers: skincare prioritization, white-space penetration, and an acceleration of digital transformation. CEO Vincent Warnery, appointed in 2021, has emphasized his continued support of this, having been part of Beiersdorf’s executive board at the time the strategy was introduced in 2019. In the past few years, Beiersdorf has put the strategy into action by focusing its innovation program on the skincare category, with an emphasis on facial care as the fastest-growing subcategory. We believe this strategy is wise, given that the facial care segment features faster growth and higher margins than the body care segment, in which Beiersdorf and its flagship brand Nivea have been historically overindexed.