Beiersdorf : Global relaunch of Beiersdorf Health Care brands

'We have repositioned our Health Care brands to express our commitment to care for our consumers when they need it most. This also becomes very clear in our brand purpose: 'We've got you covered, for a life uninterrupted.',' explains Reindler, who adds: 'Consumer centricity has accordingly played a special role in our brand relaunch. But not only by offering them reliable protection against dirt and bacteria. The new packaging design also facilitates orientation for consumers at shelf, to address our main insight that the shelf today is complicated and difficult to navigate.' Thus, each folding box features straightforward written and visual information on the product with microembossed product images in actual sizes. They offer clear communication of contents, benefits, product dimensions, and consumer safety information. As a reassuring reminder of the key benefit of the products, the packaging also bears the Bacteria Shield logo. Moreover, educational icons appear under the words 'Experts recommend' with simple expert guidance for a wound care routine: Cleanse - Protect - Heal. This way, the box offers a useful and convenient guide for consumers in wound care. The reworked packaging also displays the new brand logo and design language that were part of the brand relaunch: the familiar asymmetrical inverted arch has been exchanged for a truly contented smile.