Beiersdorf

Today, you can find Beiersdorf Brands in every household. They include NIVEA,Hansaplast, 8x4, Eucerin, and La Prairie; also tesa, the adhesives specialist, belongs to Beiersdorf. Until the 1990s, the Company produced medicines and dressings as well.

It all started in 1882 with a new plaster developed by pharmacist Paul Beiersdorf. Later, Oscar Troplowitz turned the small factory into a Brand Company with international operations. However, the US business, which generated most of the firm’s profit, was confiscated during the First World War. After the war, Beiersdorf had to build up its international business again from scratch. In 1933, the executive board and shareholders protected the “Jewish”Company against anti-Semitic attacks by means of “self-Aryanization.” Beiersdorf survived the Nazi regime; it could even take advantage of the economic opportunities it offered. After the Second World War, the Company lost its international business for the second time. It was not until 1997 that Beiersdorf regained control of all the trademarks worldwide.

Based on comprehensive archive material,Alfred Reckendrees reconstructs the Company’s largely unknown history and key strategic decisions.