Coverage is key. The average adult has 1.5-2.0 meters of skin. The world is roughly 501 million kilometers. Beiersdorf covers them both with brands like Nivea, Eucerin and Aquaphor, and representation in 180 countries.

Andrea Mondoni, general manager, Beiersdorf North America, may be based in Stamford Connecticut, but the new GM knows plenty about consumer preferences around the world. As GM, he is responsible for overseeing all product, operations and roughly 500 employees in the US and Canada. The Milan native joined Beiersdorf out of university in 2001. His early career took him to Germany, back to Italy, over to Reckitt, and back to Beiersdorf—this time in Latin America. In 2010, he returned to Italy, before packing his bags for Spain where he served as country manager in 2014. In 2017, he joined Beiersdorf Mexico as country manager and returned to Milan to serve as general manager, Southern Europe. Last year, the globe-trotting Mondoni was appointed general manager, North America. He’s relying on those years of learning to expand Beiersdorf in the US and Canada.

“Consumers have itchy, dry skin in the US, Asia and Europe,” he explained. “Dermatologists approach skin conditions in the same way. There are a lot of commonalities. That’s how we think about Eucerin and Aquaphor.”

The Aquaphor Generation?

Old marketing executives are familiar with the Pepsi Generation. Mondoni says Beiersdorf’s US team is creating a similar following with Aquaphor. They’re connecting the brand with the heads and hearts of Gen Z—those born between the mid-1990s to the early 2010s. It’s a generation born to use social media.

“The social media habits in the US are more advanced than those in southern Europe and Latin America,” noted Mondoni. “We have the technology to launch a brand or SKU or any innovation via the social network.”

Social media is just one area Mondoni sees an opportunity for him to learn from his team and work together to become more successful.

“This is what I value most. Find customer commonalities, yet behave differently to speak directly and effectively to US consumers.”

Win with Care & with Nivea

Nivea is the best-selling skincare brand in the world. The lineup includes more than 50 products and is available in more than 170 countries around the world. Mondoni said Beiersdorf has a great opportunity to connect with US in age and ethnicity. 

“With Nivea, we are well established in the Hispanic population in Latin America and the US,” asserted Mondoni. 

With the No. 1 skincare brand in the world, Beiersdorf knows all about winning. Beyond products and geographies, the company’s Win with Care strategy is based on the purpose, vision and aspiration as a global company. Win with Care’s Vision is to be the best skincare company in the world. Delight customers with exceptional solutions for their skin in order to meet its customers where they are in strategic markets, categories and segments. At the same time, Beiersdorf insists it cares beyond skin, by developing high-performing teams that drive business and its future in skincare. 

“People are at the center of everything we do, whether that’s consumers, retailers or employees,” insisted Mondoni. “We want to become the best skincare company in the world; not the most profitable, or any other KPI. We want to achieve it by leveraging Win with Care.”

Win with Care includes three strategies. One, be the undisputed authority in skincare. Beiersdorf was founded in1882 by pharmacist Paul Carl Beiersdorf. He teamed with Dr. Paul Gerson Unna to create coated plaster, Beiersdorf’s first product. Later, they invented modern skincare with the creation of a stable water-in-oil emulsion—Nivea. 

“We want to ensure our brands are even more relevant and be ready for the next 100 years,” said Mondoni.

The second strategy involves a consumer-facing omnipresence. Beiersdorf is committed serving the consumer wherever they are, according to Mondoni. That means filling white spaces, capturing new channel opportunities and following consumers wherever they go.

“Our executive board is looking at acquisitions,” he added.

Finally, the third pillar involves performance with purpose. It calls for more discipline regarding where Beiersdorf competes, ROI, climate and inclusivity. 

“This is critical to talking the talk, winning with our people, reskilling and upskilling,” said Mondoni. “Companies can have the best strategy, but people and their passion make the difference.”

A People Person

Mondoni describes his leadership as inclusive. 

“Before Covid, I always treated people like I wanted to be treated. Now, I treat others as they want to be treated,” he explained. “Each person is unique. Each carries his or her own backpack of concerns. I want to make sure that everyone feels secure to perform their best.”

To get them there, Beiersdorf has a no-tie, three-day in-office policy. Employees can choose whatever days they want to be in-office, but there are no plans to go fully remote, since Mondoni believes a work/life balance maintains the company’s DNA.

“The success of the company is through its people, but only when they are working together and building upon each other through their different experiences,” he asserted.

Mondoni expressed concern about younger generations, those under 40 and 30, those who have spent part of their careers working remotely. He worries they will miss out on development opportunities, learning from coworkers.

“The younger generations need opportunities to develop and they develop when they have the opportunity to observe,” insisted Mondoni. “They must be included in brainstorming sessions. Yes, use Zoom, but maturity comes from the vibe in the office.”

A Conductor, Not a Babysitter

The Beiersdorf staff may be back in the office, but employees are not restricted by leadership. In the fast-paced personal care industry, Beiersdorf holds weekly meetings to run through dashboards to ensure goals are met.

“We always start with people. We always ask if we can do anything to assist. Then we move into the business topic,” explained Mondoni. “For me, it’s not control. The more you control, the more you demoralize. I am a conductor. I must make sure everyone is in tune. If not, I adjust and move forward.”

To maintain an edge in an increasingly competitive market, takes courage. Mondoni encourages everyone on his team to take calculated risks and he acquiesces to better ideas.

“My job is to create a safety net. We must be courageous to act. Fear is our worst enemy,” he explained. “I try to transform fear into positive energy to try new things.”

A Pivotal Moment for Beiersdorf & Beauty

From the beginning science has been at the heart of Beiersdorf’s activities. The company was founded on March 28, 1882. That’s the date Paul Beiersdorf and Dermatologist Paul Gerson Unna developed a process to manufacture medical plasters and registered a patent. More than 140 years later, Mondoni said Beiersdorf is well-positioned to take advantage of the growing interest in health and beauty.

“We are in a pivotal moment with an aging population and the younger generations engaging in wellness,” he noted. “It gives us the confidence and the energy that all our businesses will continue to develop.”

For Beiersdorf and many competitors, the next frontier focuses on longevity and personalization. Mondoni said his company has the expertise and technology to take advantage of both movements, as Beiersdorf is an expert in skincare.

“This is fundamental to Beiersdorf and how we remain relevant across age groups. With brands like Eucerin and Aquaphor, we deliver products that are effective for longevity and solve skin conditions.”

And Beiersdorf researchers take all the time they need to create next generation skincare formulas. For example, the Eucerin Anti-Pigment line was in development for 10 years. During that time, Beiersdorf researchers tested 50,000 ingredients.

Eucerin’s new anti-pigment line stops melanin production. All formulas in the line contain Thiamidol. Beiersdorf holds the patent for Thiamidol until 2032. The line includes day cream, night cream, dual serum and spot corrector to address hyperpigmentation. According to Beiersdorf, with regular use, pigment spots are reduced by 75%. Thiamidol is a testament to Beiersdorf heritage and its future, according to Mondondi.

“Since our founding, we have been focused on skincare,” he concluded. “We know skin best.”