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.