Beiersdorf has implemented the largest brand relaunch of its healthcare brands worldwide. The improved products are presented in more sustainable packaging and are expected to save 83 tonnes of plastic and 106 tonnes of paper per year.
The brands were relaunched Hansaplast, Elastoplast and CURITAS, The existing product portfolio has also been improved. The reliable and high-quality protection of the plasters is now emphasised by the Bacteria Shield logo. According to internal tests, the plasters prevent around 99 per cent of bacteria from coming into contact with the wound.
„Even minor cuts and scratches are susceptible to infection, which can cause long-term complications. With the Bacteria Shield plasters, we offer reliable protection. In order to meet the wide-ranging needs of our customers, we have also developed Completely new product innovations and further improve existing products,“ explains Alexander Reindler, General Manager of Beiersdorf's Health Care business area.
One of the highlights is the new ELASTIC product line, which is now water-repellent and therefore protects wounds even more securely. In addition, these particularly flexible plasters offer improved breathability and product performance.
Healthcare brands packaged more sustainably
„Customer orientation has played a special role in our relaunch of the healthcare brands. But not only by offering them reliable protection against dirt and bacteria. The new packaging design also makes it easier for customers to find their way around the sales shelf, reflecting our important realisation that today's sales shelf is complicated and it's not easy to find your way around,“ explains Alexander Reindler.
Each folding carton provides simple written and visual information about the product with micro-embossed product images in the actual sizes. In addition to the contents, they also communicate the product dimensions and safety information for the consumer.
In addition, under the words „Experts recommend“ educational pictograms have been added. They provide simple expert guidance for a wound care routine: clean - protect - heal. In this way, the healthcare brands' packaging provides a practical guide to wound care.
The new brand logo and design language, which were part of the brand relaunch, are also present: The familiar asymmetrical arch has been replaced by a contented smile. This reflects the brand philosophy We've got you covered, for a life uninterrupted.
The materials used in the healthcare brands were also tweaked. Due to a lower weight of the new folding boxes According to the company, 106 tonnes of paper can be saved per year. The packaging is also designed for maximum recyclability. FSC-certified paper is used for all products with paper or cardboard packaging.
In accordance with the detailed specifications of the Beiersdorf Plastic Pledge 2025, plastic is also being avoided as far as possible in the new packaging. This is fully in line with the sustainability agenda CARE BEYOND SKIN from Beiersdorf.
Source: Beiersdorf
