Lupin 2023

Maurer named to head Beiersdorf’s global skin care unit

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WILTON, Conn. — Beiersdorf Inc. has promoted Nicolas Maurer to corporate vice president of the company’s skin care global business unit.

The skin and beauty care products company said Thursday that Maurer, previously vice president of marketing for North America, will now oversee its global skin care business, which includes face, hand and body, sun and lip care products. Beiersdorf noted that he will manage each of those categories on a global level to set the brands’ innovation strategy and overall marketing direction.

In his new post, Maurer will report directly to Markus Pinger, Beiersdorf’s executive board member responsible for brands and supply chain.

For the last five years, Maurer has served as vice president of marketing for all Beiersdorf brands in the United States. During that time, he set a new marketing direction for the Nivea and Eucerin brands, serving as the driving force behind the award-winning Nivea "Touch and Be Touched" platform and the new Eucerin Skin First platform, both of which led to expanded market share and footprint for all Beiersdorf brands in the United States, according to the company.

Beiersdorf said Maurer’s new role is part of the company’s emphasis on skin care as its primary growth vehicle and goal of being even closer to markets.

"Since joining the leadership team in the U.S. five years ago, Nicolas’ strategic vision and implementation across our brands have made a significant impact to our business," Beiersdorf president Iain Holding said in a statement. "Creative communication platforms and large-scale programs, such as Nivea’s Times Square activation on New Year’s Eve, have been instrumental in the reimagination and market growth of the Nivea brand. I am confident in his ability to replicate the same level of excitement when he turns his attention globally."

Other Beiersdorf brands include Aquaphor and La Prairie.


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