Beiersdorf “accelerates innovation” in sun care NPD with new North American center, exec details

08 Feb 2022 --- Beiersdorf is opening an innovation center in New Jersey and relocating its headquarters to Connecticut, US, to further its global R&D strategy and presence in North America while developing therapeutic skincare products.

“The center will accelerate innovation and enable new possibilities of collaboration and new capabilities for our research and development work – both on a regional and a global level,” Dr. Gitta Neufang, senior VP of global R&D at Beiersdorf, tells PersonalCareInsights.

Beiersdorf will get more local insights to help uncover unmet consumer requirements and spur innovation by building a new regional innovation hub in New Jersey.

“The hub facilitates Beiersdorf’s close exchange with external partners in the region to help identify unmet patient and consumer needs and develop therapeutic skincare products. For example, our state-of-the-art GMP laboratory suites bring modern and additional capabilities for the development of OTC products,” adds Neufang.

Neufang adds that the US has the world’s largest skin and sun care market.

“The demand for and continuous innovation in sunscreen and after-sun products, as well as therapeutic skincare products, is crucial and will drive future growth in this area.”

Tapping into the North American market
“The North American market is significant for Beiersdorf. The US represents the world’s largest skin and sun care markets and is, therefore, a top strategic priority within our CARE+ business strategy,” adds Neufang.

Beiersdorf’s relocation to its new headquarters in Stamford, Connecticut, is another step toward strengthening its position in the North American market.

The area is approximately 93,000 m2 and suitable for 180 colleagues.The Innovation Center in New Jersey is the first global center for over-the-counter and sun care products outside Hamburg (Credit: Beiersdorf).

The LEED-certified, open-concept workplace includes over 250 workstations, collaboration places and specific high-tech areas but it was also designed to optimize the experience of flexible and evolving dynamic work styles.

“Together, both locations – our new North American headquarters in Stamford, Connecticut, and our Innovation Center in New Jersey – create a hub for scientific innovation and commercial success.”

Stamford is one of Connecticut’s fastest-growing cities. It’s home to several prominent CPG companies and its proximity to New York City further opens the company up to a larger and more diverse pool of talent.

Geared toward OTC product development
The Beiersdorf Innovation Center is located in Florham Park, New Jersey.

It has approximately 3,000 m2 of office and laboratory space, collaborative spaces, a consumer sensory panel focus room, and state-of-the-art GMP laboratory suites for OTC product development.

“Our Innovation Center is an ideal location for Beiersdorf’s regional and global colleagues to collaborate and to connect with their local partners in the US,” says Neufang.Beiersdorf’s new research and testing institute will enable the company to be at the forefront of sun care innovation.

“It brings the Beiersdorf brands together, including Coppertone, who are globally recognized leaders in sun protection. This move further integrates Beiersdorf’s scientists, experts and brands.”

The area of New Jersey where our Innovation Center is located is considered a “science hotbed,” as it is also home to other large research and development centers and has excellent access to suppliers and testing institutes.

“The opening of this location means the joining of a large team of experts in sun and skin science, including well-known scientists in sun and photobiology. Strong partnerships with ingredient suppliers’ research and testing institutes in the US will enable us to be at the forefront of new skin and sun care innovations. Our sensory panel focus room will bring us closer to consumers,” Neufang explains.

The Beiersdorf Innovation Center in New Jersey is one of two regional Innovation Centers globally; the other is in Shanghai. Outside of Hamburg, it is the first global center of excellence for over-the-counter and sun care products.

Tracking Beiersdorf’s previous moves
Previously, Beiersdorf invested in Dermanostic – a company that provides digital dermatological consultations – and in a new plant, based in Germany. The latter was an investment of investing €220 million (US$258 million), geared toward the production of cosmetic products.

The company also developed a “climate-friendly” aerosol valve system for its Nivea Ecodeo product range, as well as 100 percent recycled aluminum cans for its Nivea Men line.

By Nicole Kerr