Flavia Carcano

Driving innovation in wound care 🙌   Our Health Care brands Hansaplast, Elastoplast and CURITAS have launched the Acute Wounds Expert Board – a global network of 11 leading professionals from nine countries and five disciplines including dermatology, pharmacy, surgery, nursing, and general practice.   This strategic platform combines clinical expertise and practical experience to:   🩹 Translate science into accessible solutions 🩹 Shape global standards for acute wound care 🩹 Empower Pharmacists & Pharmacist Assistants worldwide   More than a milestone, it’s a commitment to leveraging scientific collaboration and global expertise to develop wound care solutions that are effective, relevant, and accessible.   #Beiersdorf #HealthCare #Hansaplast

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Is It Time to Rethink the Tobacco Distribution Model? One of the recurring challenges in the tobacco industry is the overreliance on agents especially when there’s little oversight or strategic alignment. Many agents operate with full autonomy, juggling multiple brands, each competing for their attention and resources. Without a firm hand from the brand owner, the result is predictable: ❌ Declining brand presence ❌ Inconsistent messaging ❌ Missed market opportunities The hard truth is—no one will protect your brand like you will. When companies take direct responsibility for market activities, whether through local presence, structured monitoring, or strategic market support they unlock better visibility, tighter control, and stronger customer relationships. ✅ Direct engagement leads to stronger brand positioning ✅ Strategic oversight supports sustainable market share growth ✅ Local responsiveness beats passive distribution every time A modern tobacco strategy demands more than product—it requires ownership of the market narrative. Agents are facilitators, not brand builders. The latter is our responsibility. #TobaccoIndustry #BrandStrategy #MarketLeadership #DistributionStrategy #SalesExcellence #BrandPositioning #BusinessModelTransformation

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Research, innovation and scientific exchange are key to the evolution of dermocosmetics. During the dermocosmetics conference organized by Medena Pharm, industry professionals gathered to explore the latest technologies and advanced solutions for skin treatments. One of the highlights was BD CelluActive, a cosmetic treatment designed to target cellulite and "orange peel" skin imperfections. The formula is enriched with Exosomes, an advanced technology that helps deliver active ingredients deeply into the skin for a more intensive and targeted action. Thanks to its carefully selected ingredients, BD CelluActive helps to: • improve skin elasticity • smooth the skin surface • even out skin texture • visibly reduce the appearance of cellulite An innovative approach that reflects Medena Pharm's vision: combining science, technology and advanced dermocosmetics to develop increasingly effective skincare solutions✨

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Great products start with great taste. Our latest focus topic shows how flavors support innovation and sensory optimization in food development. Feel free to reach out if you would like to discuss this topic. #FoodInnovation #Flavor #FoodTechnology

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5 – KPIs for Sales Teams In professional medical dermocosmetics, what is not measured cannot be improved. Defining KPIs is a strategic decision, not an administrative task. KPIs shape the behavior of sales teams. For that reason, they must be aligned with business objectives. It is not about measuring more, but measuring better. Fewer indicators, but relevant and actionable ones. KPIs should combine volume, profitability and portfolio quality. They should also include activity and conversion metrics. Measuring revenue alone is not enough. It is essential to understand what truly drives sustainable growth. KPIs must be clear, shared and understood by the teams. Transparency creates accountability. A solid KPI framework facilitates regular performance tracking. It enables early detection of deviations. It helps prioritize corrective actions with sound judgement. KPIs must be connected to commercial planning. And fully aligned with the annual business plan. When indicators are coherent, execution improves. Consistent follow-up turns data into learning. Defining the right KPIs means professionalizing distributor sales management.

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I’m thrilled to share the official announcement of our new distribution partnership in the United States, east coast territory. Expanding our reach with such a strong partner is a big step forward and a great opportunity to bring our care ingredients & application solutions to even more customers. A big thank you to everyone involved in making this happen. I’m looking forward to working closely together a great team and seeing what we can achieve together in the U.S. market.

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I am happy to share our Beiersdorf Full Year Results for 2025. In a difficult market environment, Beiersdorf achieved solid growth and outperformed the market. Skin Care grew organically by 3.7%, reaffirming our position as the fastest growing skin care company worldwide. This is also reflected in the performance across the portfolio: 👉Our Derma portfolio delivered double-digit growth for the fifth consecutive year, driven by breakthrough innovations, strong dermatologist endorsement, and consistent expansion into new white spaces. 👉Health Care also delivered a strong performance, further strengthening the resilience of our portfolio. 👉 NIVEA navigated challenging markets and delivered growth below initial expectations, with momentum improving toward yearend following an intense launch agenda. 👉 La Prairie showed performance improvement in a still volatile environment. 👉 tesa delivered in line with expectations amid difficult market conditions. Overall, 2025 shows what focused execution and strong brands can deliver – even in a demanding environment. With deep skin care expertise and a clear strategic direction, Beiersdorf continues to strengthen its position as the undisputed authority in skin care. This is how we #WinWithCare. #ProudtoB #Beiersdorf #Innovation

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In fragrance evaluation, one question comes up again and again: Should a fragrance impress immediately, or should it stay comfortable for hours? We’ve all smelled scents that feel incredible at first spray - bold, expressive and unforgettable. Yet after a few hours on skin, they feel heavy or tiring. And then there are fragrances that don’t shout at first. They feel quiet, almost understated, but as the day goes on, they blend naturally with the skin. This is where impact and wearability diverge. Impact creates recognition. Wearability creates attachment. From an evaluator’s perspective, the real balance shows up in the transition, when the opening has clarity, the heart carries the idea forward and the dry-down still holds identity without fatigue. Because impact can be amplified. Wearability must be protected. Fragrances that rely only on impact may win the moment. Those built only for comfort may stay unnoticed. The most successful ones sit in between - noticeable, yet liveable. In the end, impact may open the door, but wearability decides whether a fragrance is worn, trusted and remembered. That balance is where a fragrance truly proves itself. If you think about your own collection, do you reach more often for fragrances that impress instantly or for the ones that feel right from morning to night?

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What Does the New CEO’s Message at Coty Really Mean? In the wake of Coty’s Q2 FY26 update, new Executive Chairman and Interim CEO Markus Strobel introduced a framework called "Coty.Curated." The mantra? Invest behind the right brands, simplify where needed, and execute harder. On the surface, it sounds like the kind of operational discipline Wall Street loves—especially with the stock under pressure and guidance being withdrawn. But if you look past the corporate-speak, "executing harder" is a phrase that should make every employee and long-term investor pause. It’s a signal that leadership is falling back on a playbook that’s been past its expiration date for twenty years. The Ghost of 2006 The "Coty.Curated" strategy leans heavily on a 20-year-old mindset: when the market gets "choppy," you tighten the screws. In this old playbook, employees are viewed as "units of production" to be optimized. If the numbers aren't hitting, the default response isn't to innovate—it’s to pull out the whip. By demanding more "velocity" and "intensity," leadership effectively pushes the cost of strategic misses down the chain. But in 2026, you can't solve a growth problem with an extraction mindset. Extraction vs. True Insight There is a fundamental difference between Extraction Management and Value Creation. * Extraction is telling an exhausted team to "execute harder" on a brand like CoverGirl that is already struggling against secular headwinds. • Insight is realizing that if you need to beat your team to hit a number, your strategy is the problem, not their effort. It is far easier for a manager to demand 20% more "hustle" than it is to develop the kind of creative ingenuity that makes a brand like Kylie Cosmetics or Burberry actually pull customers in. One is a spreadsheet exercise; the other is true leadership. The Balanced Ledger: A Better Way to Win The smartest companies winning in 2026 have moved toward a Balanced Ledger of people and money. They’ve realized you cannot have a healthy P&L with a bankrupt culture. In this new model, people aren't the fuel you burn to reach a quarterly target; they are the engine. You don't "extract" value from them; you generate it with them. When you simplify by cutting the very people who hold the institutional knowledge, "executing harder" becomes a recipe for burnout, not a strategy for success. The Bottom Line: Shareholders shouldn't be impressed by "discipline" when it’s just a cover for a lack of imagination. If a strategy requires a "harder whip" just to stay level, it isn't a strategy—it’s a treadmill. The future of beauty won't be won by the company with the most rigid "execution playbook." It will be won by the leaders who are creative enough to find solutions that don’t require breaking their teams to satisfy a quarterly earnings call. It’s time to retire the 2006 playbook. Coty doesn't need to execute harder; it needs to lead smarter.

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We have published our Full Year Results 2025. Despite economic uncertainty, geopolitical tensions and slowing markets, we outperformed the market and confirmed our position as the fastest growing skin care company worldwide. Skin Care grew organically by 3.7%, with Group sales up 2.4%. Our Derma brands, Eucerin and Aquaphor, delivered double-digit growth of 11.7% for the fifth consecutive year. Health Care achieved a strong performance of 9.3%. NIVEA grew by 0.9%, below initial expectations, with momentum improving towards year-end following an intense launch agenda. These results underline that deep skin care expertise, innovation excellence and disciplined execution remain our competitive edge, even in a challenging market environment. #Beiersdorf #WinWithCare #FirstFastFearless #ProudToBe

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Dear Marketer, WARC says 2026 will be shaped by six global forces. But behind the noise, the message is simple - marketing has to read the world, not just react to it. GEISTE 2026: What the World Is Trying to Tell Marketers The WARC GEISTE 2026 report looks at the big forces reshaping our world (Government, Economy, Industry, Society, Technology, and Environment) - I found this framework to be much better than the PEST (Political, Economical, Social, Technological) framework I grew up with. Here’s a simpler take on what the data says - and what I think it really means for marketers. *Government* Policy swings, trade barriers, and power shifts are back. Governments are behaving more unpredictably, and brands can’t plan only for stability anymore. My take: Build resilience in how you source, price, and message. Stay rooted in local communities, not just local markets. *Economy* Consumers are pressured, polarised, and political. The middle class is hollowing out, and affordability anxiety is real. My take: Make value feel intelligent - not cheap. Help people feel smart about what they buy, not guilty or stretched. *Industry* Asian businesses are scaling fast, while Western companies face trust and cost challenges. Talent is also moving - people want to work for organisations that invest in their growth. My take: Reskilling is no longer HR’s job; it’s a marketing strategy (partly why I love my current job!) The brands that blend data, creativity, and culture will win. *Society* People want balance, belonging, and truth. They’re tired of noise and drawn to brands that calm, simplify, or genuinely add joy. My take: The future of brand power may lie in emotional regulation... how we make people FEEL in a world that feels heavy. *Technology* AI is reshaping how people search, shop, and discover. Creators are becoming the new media networks. My take: Optimise for AI, but don’t outsource creativity to it. The brands that pair human intuition with machine speed will lead the next decade. *Environment* Sustainability has moved from talk to survival. Extreme weather and rising costs are forcing both businesses and consumers to adapt. My take: Stop saying “eco-friendly.” Show how your product helps people live better in a changing climate and manage challenges like pollution. ---------------- I think, what will be key for business is to connect the dots across all of them and for marketers, it's to stop separating marketing from business. Pricing, sourcing, design, and storytelling - they’re all part of the same truth consumers buy into. Marketing is business. And business is marketing. Question for you: Which of these six shifts do you feel most in your own brand or category right now?

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I am happy to share our Beiersdorf Full Year Results for 2025. In a difficult market environment, Beiersdorf achieved solid growth and outperformed the market. Skin Care grew organically by 3.7%, reaffirming our position as the fastest growing skin care company worldwide. This is also reflected in the performance across the portfolio: 👉Our Derma portfolio delivered double-digit growth for the fifth consecutive year, driven by breakthrough innovations, strong dermatologist endorsement, and consistent expansion into new white spaces. 👉Health Care also delivered a strong performance, further strengthening the resilience of our portfolio. 👉 NIVEA navigated challenging markets and delivered growth below initial expectations, with momentum improving toward yearend following an intense launch agenda. 👉 La Prairie showed performance improvement in a still volatile environment. 👉 tesa delivered in line with expectations amid difficult market conditions. Overall, 2025 shows what focused execution and strong brands can deliver – even in a demanding environment. With deep skin care expertise and a clear strategic direction, Beiersdorf continues to strengthen its position as the undisputed authority in skin care. This is how we #WinWithCare. #ProudtoB #Beiersdorf #Innovation

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Brands like D'ORSAY Parfums and Officina Profumo-Farmaceutica di Santa Maria Novella form a roster of centuries-old perfume that have staged comebacks and expansions amid the post-Covid fragrance boom. If done successfully, those revitalized names can tap into an existing brand universe and hundreds of years of history to speak to niche perfume consumers’ desire for heritage and authenticity. Read the full story here: https://lnkd.in/eHe23zfV In this piece by Emily Jensen, we speak to Amelie Huynh, and Wendy Nicholson of Baird.

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Redefining Skin Care Through Unlocking the Real Microbiome Science: For us at Beiersdorf, true skin care innovation is rooted in deep scientific understanding. For decades, our scientists have been exploring the complex ecosystem of the skin microbiome - a dynamic network of microorganisms that plays a vital role in our skin’s condition and appearance.  We’re proud to kick off a new chapter in our microbiome journey:  💡 Ski[N]ative Probiotics - a pioneering approach that supports the skin’s natural microbial balance in a highly targeted way. It is part of our Microbiome Design Platform, a proprietary ecosystem built on more than 70 granted patents, enabling us to create next-generation skin care solutions that are science-based and efficacious.  Why does this matter?  Microbiome science is not just a trend - it holds enormous potential for transformative skin care solutions. And thanks to our unique expertise, we’re actively driving this transformation. We continue to learn from the skin, for the skin. And we innovate with purpose.  Stay tuned as our dedicated interdisciplinary teams are pushing boundaries to unlock new skin care standards of efficacy and care.  #BeiersdorfPioneers #ProudtoB #WinWithCare #Microbiome #SkinScience 

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Is the Global K-Beauty Trend Real? The answer lies in the 2025 cosmetics export data recently released by the Ministry of Food and Drug Safety (MFDS). Let’s dive into the key highlights of this record-breaking year. The data confirms it—K-Beauty is not just a trend; it's a global powerhouse. Here are the essential figures you need to know. * Report in other languages is available upon request.

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Beiersdorf has published its results for the first quarter of 2026. The year started with a challenging quarter with our group organic sales declining by 4.6%, reflecting market headwinds and phasing effects which we had anticipated in our full‑year guidance. Performance across the portfolio was mixed: 👉 Derma once again delivered strong growth, driven by Eucerin and Aquaphor and supported by science‑based innovation. 👉 NIVEA faced a challenging market environment. At the same time, the rebalancing of the brand is underway, with early traction visible in Body Care and LUMINOUS GLOW in Emerging Markets and in Deodorants in Europe. 👉 Our Health Care brands Hansaplast and Elastoplast delivered solid growth despite a high comparison base. 👉 La Prairie was affected by temporary retail disruptions, while underlying consumer demand and sell‑out trends remain positive. 👉 tesa performed as expected, reflecting phasing effects. Despite the challenging start to the year, our strategic direction remains unchanged. We continue to focus on disciplined execution, strong brands and long‑term value creation. #Beiersdorf #FinancialResults #OneBDF

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Exhibitions were never about presenting products. They are about presenting a #vision. At Müster & Dikson Service S.P.A., each brand is evolving with a stronger identity, clearer positioning and a precise strategic direction. Proud to contribute, together with the team, to a path that combines strong roots, contemporary vision and the future of professional beauty. #Cosmoprof2026 #BeautyIndustry #BrandStrategy #ProfessionalBeauty #MusterDikson

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