Beiersdorf are the proud owners of Nivea, an
iconic cosmetics brand that has just celebrated its 100th birthday.
Recently they asked us to help develop their sustainability
strategy, a challenge we relished as it gave us the opportunity to
be involved from the outset in the company's new sustainability
There were a number of difficult challenges to address in the
formulation of the Beiersdorf's strategy. Not only did we need to
develop a strategy that would take stock of the groups existing
initiatives across the world, the strategy also needed to focus on
changing consumer expectations, a changing external operating
environment and changing retailer demands to ensure a meaningful,
lasting and robust strategy.
We began by benchmarking their current approach to
sustainability against their competitors' efforts, and followed
this with a materiality analysis designed to highlight where they
should be focusing their attention. This led to the development of
a sustainability strategy that will help strengthen the company's
current position and ensure enduring commercial success.
Our proposed strategy, which was developed with support and
input from the Executive Board, was well received and we are
currently putting a global employee engagement programme into
practice, to ensure that everyone in the business understands and
plays a part in this new, strategic approach to sustainability.
- Benchmark review
- Materiality analysis
- Strategy development
- Strategy implementation (processes)
- Global employee engagement
- External communication