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Beiersdorf Goes Indie

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  • “We will create corporate indie brands and launch new business models that are unique within the Beiersdorf Group," said Hauke Voß, director of the new Oscar&Paul business unit at Beiersdorf. "In doing so, we have deliberately decided against establishing an outsourced innovation lab that operates in isolation from the group."
  • The newly revived deodorant brand, 8x4.

Following its acquisition of Coppertone, Beiersdorf has launched a new corporate indie brand unit as part of its broader C.A.R.E.+ strategy. Dubbed Oscar&Paul Beiersdorf in honor of the company's "founding fathers," the unit is focused on "new approaches for innovation within the company."

The new group will collaborate with in-house innovation, as well as external partners. Oscar&Paul has first focused on revamping existing brands like Labello, 8X4 and Hidrofugal, while also serving as an "innovation cell" for new concepts, according to Beirsdorf.

“We will create corporate indie brands and launch new business models that are unique within the Beiersdorf Group."

First up is the relaunch of vintage German deodorant brand 8X4, with a focus on "individualization," according to the company. The goal, of course, is to entice younger consumers to the legacy company.

“Over the past two years, we have maintained a clear focus on new ways of developing and digitalizing our existing brands," said Hauke Voß, director of the new unit. "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."

“We want to create brands that cater to the consumers’ needs in relation to authenticity, meaningfulness, and speed."

He adds, “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.”

Voß concludes, “We want to create brands that cater to the consumers’ needs in relation to authenticity, meaningfulness, and speed. To this end, we must constantly question our approaches and ourselves. This calls for a certain degree of initiative, courage, and creative thinking."