Beiersdorf launches invisible wound care formats to strengthen Health Care growth

• Beiersdorf targets one of wound care’s largest white spaces: 58%¹ of consumers avoid conventional plasters.
• Launch further strengthens Beiersdorf’s Health Care business as a growth pillar and accelerates international expansion.
• Dual-format innovation (spray + liquid) differentiates Beiersdorf and enables value-added positioning.

Hamburg, January 22, 2026 – Beiersdorf is expanding its Health Care business portfolio with the launch of Second Skin Protection Spray Plaster and Second Skin Protection Liquid Plaster Concentrate under the Hansaplast, Elastoplast, and CURITAS brands. These two invisible wound care formats target one of the category’s largest untapped segments – 58% of consumers who avoid traditional plasters – and support Beiersdorf’s Win with Care strategy.

“With the Second Skin Protection franchise, we are continuing to redefine wound care for a new generation of consumers,” Burcu Andreae-Nehlsen, President Derma & Health Care at Beiersdorf, says. “This launch addresses one of the category’s largest untapped opportunities and strengthens Health Care as a strategic growth pillar for Beiersdorf. By combining innovation with global scalability, we are shaping the future of everyday wound care.”

The launch introduces two invisible formats – the Spray Plaster with its unique patented formula and the Liquid Plaster Concentrate – both designed to overcome barriers for non-users and light users. Both solutions address long-standing barriers such as visibility, discomfort, and practicality, making wound care easier and more convenient. They also create several usage occasions, from on-the-go and sports to hard-to-reach areas and cracked skin, aligning with global trends toward convenience and “invisible care.”

Building on the success of the Second Skin Protection hydrocolloid plaster launched last year, these innovations accelerate category modernization and expand Beiersdorf’s portfolio into segments with strong growth potential. The dual-format approach provides a broader choice architecture and reinforces Beiersdorf’s leadership in wound care. It complements the conventional plaster business – different products for different use cases – and aims to expand the category rather than cannibalize it.

“Our dual-format strategy is designed to increase penetration and drive repeat purchase while offering consumers more flexibility,” says Enno Martini, General Manager Global Health Care at Beiersdorf. “The liquid format adds precision and reusability convenience, which supports portfolio differentiation and margin development.”

The expansion of Second Skin Protection aligns with Beiersdorf’s strategy to strengthen Health Care and scale internationally. Global consumer needs are similar: invisible, flexible, and convenient wound care is relevant across regions. Beiersdorf will leverage its brand and distribution strength to enable rollout in multiple markets and drive international growth.

In the first nine months of 2025, Beiersdorf’s Health Care business delivered 8.8% organic sales growth, driven primarily by Wound Care and the successful rollout of Second Skin Protection (Hydrocolloid). The introduction of invisible spray and liquid formats is expected to sustain momentum by reaching new consumer segments and expanding usage.

The formulations rely on a film-forming system designed to balance durability, flexibility, and water resistance. The spray plaster uses a 100% recycled can (excl. actuator & valve), supporting Beiersdorf’s sustainability agenda and reinforcing the brand’s modernization trajectory.

The Spray Plaster and Liquid Plaster Concentrate mark an important expansion of Beiersdorf’s innovation agenda in wound care. By offering discreet, convenient solutions that meet the needs of today’s consumers, Hansaplast reinforces its century‑long role as a pioneer in skin protection and continues its mission to define the future of everyday wound care with science, relevance, and global scalability.

_{¹Source: *Usage & Attitudes Regular Plasters conducted by Mindline (December 2021), Australia+Indonesia+Mexico+Germany, n = 6289.}

^{About Hansaplast/Elastoplast/CURITAS}

^{For over 100 years, the name Hansaplast promises fast and effective healing. And it strives to deliver its promise. With a wide range of products, Hansaplast treats, relieves, and heals scraped knees, back pain, foot problems, and many other ailments. Known worldwide as Elastoplast and CURITAS, Hansaplast enjoys the trust of millions of people across Europe and beyond.}

^{Due to its long experience in wound care, Hansaplast has become a reliable partner, offering the best protection for everyday injuries. The brand helps turn tears into smiles and worries into relief by continuously finding better, safer, and easier ways to care for injuries. In doing so, it helps people get back on their feet. The significance of this work is reflected in the brand’s purpose: “We’ve got you covered. For a life uninterrupted.”}