Hauke, what exactly is behind the new business
unit OSCAR&PAUL – Corporate Indie Brands?
Hauke Voß: For
our existing brands – including Labello, 8X4 and Hidrofugal – over the past two
and a half years we have put a clear focus on new ways of brand development and
digitization; and the brands have developed very well. With the new business
unit, we will go one step further in the future and dare to take innovative
approaches at all levels – from positioning and communication to sales – and be
an internal source of inspiration. We will create corporate indie brands and
introduce new business models that are unique within the Beiersdorf Group.
This
is also reflected in our claim, which is at the same time a demand on
ourselves: Mastering Corporate Indie Brands. We want to create brands that meet
today’s consumer demands for authenticity, meaningfulness and speed. We create
these out of our team, in close collaboration with our corporate functions, as
well as selected external partners.