Three colleagues in a meeting room discussing a presentation, with a screen displaying Beiersdorf products while one person presents and others listen.

Using our Brands as Voices for Change

We use the reach and influence of our brands to raise awareness for Diversity, Equity & Inclusion (DE & I) and address the needs of our diverse consumers.

Our Brands Speak to all of our Consumers

As one of the leading skincare companies globally, our products are used by millions of people all around the world each day. Our well-established brands are trusted companions in the daily lives of our consumers. We believe it is our duty to ensure that we use the platform, reach and presence of our brands to model what an inclusive society looks like. We strive for our campaigns and brand communications to represent the rich diversity of the world our global consumers live in. To celebrate the diversity of all our consumers and the communities we serve, we continue to push ourselves to develop more inclusive products and more representative communication.

In line with our commitment to DE&I, our teams have created a detailed and comprehensive DE&I Compass – a guiding document, to enable everyone working on communications to have diversity and inclusion top of mind. Our DE&I Compass encourages our marketeers and agencies to ask themselves guided questions throughout the campaign development process. Inspiring them and helping them to navigate their specific communication challenges with thoughtfulness and care, ensuring positive representations and avoiding stereotypes. This document was developed in collaboration with our DE&I Expert Board, who continue to advise and support us on our journey towards more diverse and inclusive communications for all our brands.

Family playing together on a sandy beach, with a parent holding a young child while another child runs nearby in a sunny seaside setting.
elderly couple under tree
Group of five friends of diverse backgrounds laughing and posing together outdoors on a sunny day, showing close friendship and joy with a city setting in the background.
group of friends smiling
Two people smiling and talking by the seaside, with one person touching the other’s shoulder, rocks and ocean visible in the background.
Four people posing closely together in a studio setting, wearing coordinated blue and green patterned outfits, conveying a modern, inclusive fashion aesthetic.
Three women standing close together outdoors, wearing neutral-toned tops and embracing each other, conveying confidence, closeness, and empowerment.
Close-up of two people lying close together indoors, smiling softly at each other, conveying intimacy and warmth.
Adult pushing a smiling child in a wheelchair indoors, both laughing together in a bright home or classroom setting, conveying joy and inclusion.
Two people outdoors in a garden or courtyard setting, with one person adjusting or moving a table while another stands nearby, surrounded by greenery.