Hamburg, July 25, 2019 – They were two outstanding personalities of their era. Two people with an entrepreneurial mindset and inventive spirit: Oscar Troplowitz and Paul C. Beiersdorf are known as the founding fathers of Beiersdorf. With a great deal of drive and self-confidence they created real innovations and laid the foundations for today’s global brand over 100 years ago with NIVEA. Since the beginning of July, Oscar Troplowitz and Paul C. Beiersdorf have also been lending their name to a new business unit at Beiersdorf for the first time: OSCAR&PAUL – Corporate Indie Brands will manage existing brands such as 8X4, Labello, and Hidrofugal, while also serving as an innovation cell for new concepts.
“Over the past two years, we have maintained a clear
focus on new ways of developing and digitalizing our existing brands. With this
new business unit, we will go a step further in future and test new, innovative
approaches on all levels – from positioning to communication and sales –
thereby serving as a source of internal inspiration,” says Hauke Voß, director
of the new OSCAR&PAUL – Corporate Indie Brands business unit. Yet it does
not stop there, as he further explains: “We will create corporate indie brands
and launch new business models that are unique within the Beiersdorf Group. In
doing so, we have deliberately decided against establishing an outsourced
innovation lab that operates in isolation from the group. We will remain part
of the management unit for Germany, one of our biggest and most important
markets.”