WILTON, Conn. Beiersdorf, whose brands include Nivea, Eucerin and Aquaphor, has promoted Nicolas Maurer to corporate VP global business unit, skin care. The promotion comes as part of the company's emphasis on skin care as its primary growth vehicle and its goal of being even closer to markets.
In his new role, Maurer will oversee Beiersdorf's skin care business globally, which includes face, hand and body, sun and lip care. He will manage each of these categories on a global level to set the brands' innovation strategy and overall marketing direction. He will report to Markus Pinger, executive board member responsible for brands and supply chain.
For the last five years, Maurer has served as VP marketing for all Beiersdorf brands in the United States. During this time he set a new marketing direction for the Nivea and Eucerin brands, serving as the driving force behind the Nivea "Touch and Be Touched" platform and the newly launched Eucerin Skin First platform, both of which have resulted in expanded market share and footprint for all Beiersdorf brands in the United States.
"Since joining the leadership team in the United States five years ago, Nicolas' strategic vision and implementation across our brands have made a significant impact to our business. Creative communication platforms and large-scale programs, such as Nivea's Times Square activation on New Year's Eve, have been instrumental in the re-imagination and market growth of the Nivea brand. I am confident in his ability to replicate the same level of excitement when he turns his attention globally," stated Iain Holding, president of Beiersdorf.