From the very beginning, our employees have been actively involved in shaping our new corporate headquarters. This also includes the naming process of the buildings. It was crucial that the names are easy to understand, share a common concept, align with our vision of the campus, support our Dynamic Working approach, and represent Beiersdorf.

Our employees submitted numerous creative ideas and voted for their favorite. Our network of co-creators and communicators further developed the submitted concepts and finalized them. To discuss the results and determine the final concept we assembled a diverse jury from all relevant areas of Beiersdorf. The winning concept is: THE WAY WE C.A.R.E.

The new naming concept for our Campus buildings creates a sense of belonging and provides orientation. For our teams, visitors, guests and future talents.


  • C.ONNECT: Let’s connect! With joint collaboration and innovation at its heart, this building forms the center of the Campus and acts as a bridge between all five buildings.
  • A.CTION: From co-working to working out, this building brings together stimulating collaboration spaces, a terrace to unwind, a variety of areas and facilities geared towards employee wellbeing.
  • R.OOTS: Back to the roots, straight to the top. Not only is Research & Development deeply rooted in our history, it also sets us apart: by creating new and exciting products, concepts and formulas, we work together to make groundbreaking progress possible.
  • E.MPOWER: For an empowered future! Whether training new talents or holding powerful meetups in the auditorium: we are all about making things happen together. Powerful, pioneering – and always with our consumers’ needs in mind.
  • X.PLORE: This is where our thirst for discovery reaches its maximum! A state-of-the-art Technology Center will be built in the coming years. With its outstanding technology, this will be our playground for experts from around the world, becoming the place to go for future innovations.