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In need for change
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This individual report intends to identify the most pressing changes the beauty and personal care market is currently facing upon which Beiersdorf needs to react immediately. The digital disruption and the increased demand for organic and naturally produced beauty and personal care products are among the most important market-altering factors. To prevent Beiersdorf from losing market share and be able to compete with indie brands, the company needs to increase the agility in its business model. Three possible solutions are partnerships with influencers, creating an accelerator program and acquiring D2C brands.
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Major industry disruption Small and disruptive Digitalization and social media D2c business models