Our Strategy: The Blue Agenda

The Blue Agenda defines the course of our future.
Stefan F. Heidenreich, Chairman of the Executive Board of Beiersdorf AG

A feel for the needs and wishes of our consumers, a disciplined approach to brand management, and innovation-led research and development work have made Beiersdorf what it is today. However, we aim to do even better in the future, step by step, and to continue the company’s progress sustainably and for the long term. Our vision is to be the number one in skin care in our relevant markets and categories. Our compass is our Blue Agenda. Introduced in 2012, it defines the course we are adopting to face the challenges of the future and with which we intend to reach our goals. This strategic program is focused on strengthening our brands, increasing our innovative power, expanding our presence in the emerging markets, and on our dedicated employees.

The Blue Agenda at a Glance

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