Beiersdorf (BEI) CMD 2024 Presentation summary

Strategic vision and purpose

• Aims to be the best skin care company globally, guided by the purpose "Care Beyond Skin" and a focus on performance with purpose.

• Strategic pillars include strengthening iconic brands, pioneering innovation, and achieving market outperformance.

• Emphasizes winning with people, consumer-facing omnipresence, and digitalization.

• Prioritizes profitable growth, climate care, and societal impact.

• Systematic expansion through M&A and capturing new channel opportunities.

Financial performance and growth

• Achieved a 5.8% CAGR in organic sales from 2019-2023, with 11.5% CAGR from 2021-2023.

• Outperformed key competitors in FY 2023 and Q1 2024, with 12.5% and 10% sales growth respectively.

• Net sales growth driven by NIVEA and Eucerin, with NIVEA adding €1bn and Eucerin/Aquaphor €0.6bn from 2019-2023.

• EBIT margin improved through disciplined expenses, gross margin mix, and focused investments.

• Increased marketing and R&D budgets, with digital media share and precision marketing efficiency rising.

Brand and product innovation

• Focus on fewer, bigger, and better innovation bets, exemplified by Thiamidol and epigenetic anti-aging breakthroughs.

• Thiamidol recognized as the most effective anti-spot ingredient, driving significant sales and consumer impact.

• Launched Eucerin Hyaluron-Filler Epigenetic Serum with Epicelline, reversing 10 signs of aging and delivering strong clinical results.

• Expanded microbiome research and acne solutions through S-Biomedic acquisition.

• NIVEA Luminous630 became the world’s top anti-spot serum, with rapid global sales growth.