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Open Innovation at Beiersdorf
Andreas Clausen
Beiersdorf at a glance
Outline
Innovation – At the heart of Beiersdorf´s Business
The world is our lab – Beiersdorf´s Open Innovation Strategy
Examples how we live Open Innovation
Success Stories
Beiersdorf at a Glance.
Founded in
1882
The inventor of
modern skin care
More than 130 years of research and
development expertise
Around 16,500
employees
DAX-listed
since 2008
In-cosmetics Hamburg
03/04/2014 | Page 3
More than 150
affiliates
2013 Group sales of
€6.1 billion
We are a Global Skin Care Company.
In-cosmetics Hamburg
03/04/2014 | Page 4
State-of-the-Art Research & Development.
€159 million invested in
Research & Development
990 scientists
worldwide
Key global Skin
Research Center in
Hamburg
In-cosmetics Hamburg
03/04/2014 | Page 5
2013: over 1,300 studies
with more than 40,000
test persons
Innovation –
At the heart of Beiersdorf´s Business
With our strong brands we aim to become the No. 1 skin care
company in the world in our relevant markets.
In-cosmetics Hamburg
03/04/2014 | Page 6
Our R&D world has changed.
Knowledge
globally available
In-cosmetics Hamburg
03/04/2014 | Page 7
Shorter product
life cycles
Rising importance
of partner networks
Collaboration:
It is not a question of „if“, it is about „how“.
Open
Innovation
Strategic
Alliances
2010
Closed
Innovation
1990
1970
In-cosmetics Hamburg
03/04/2014 | Page 8
Henry Chesbrough´s Open Innovation Paradigm
“… the use of purposive inflows and
outflows of knowledge to accelerate
internal innovation, and expand the markets
for external use of innovation, respectively.
Source: Henry Chesbrough, Open Innovation: Researching a New Paradigm, Oxford University press, 2006
In-cosmetics Hamburg
03/04/2014 | Page 9
Henry Chesbrough´s Open Innovation Paradigm
Source: Prof Henry Chesbrough UC Berkeley, Open Innovation: Renewing Growth from Industrial R&D, 10th Annual Innovation Convergence, Minneapolis Sept 27, 2004
In-cosmetics Hamburg
03/04/2014 | Page 10
Implementing Open Innovation can be a challenge
Copyright marketoonist.com
In-cosmetics Hamburg
03/04/2014 | Page 11
The Road to Open Innovation (1/2)
Start at the level
of your companies
innovation culture.
Take the “Not
invented here”
syndrome serious.
In-cosmetics Hamburg
03/04/2014 | Page 12
Get Top
Management
commitment.
The Road to Open Innovation (2/2)
Keep expectations
realistic.
Be aware
of what you
already know.
In-cosmetics Hamburg
03/04/2014 | Page 13
Learn to address
your problem
adequately and
to raise relevant
questions.
The world is our lab –
Beiersdorf´s Open Innovation Strategy
We want to be the
Partner of Choice
for Skin Care
Innovation.
In-cosmetics Hamburg
03/04/2014 | Page 14
The world is our lab –
Beiersdorf´s Open Innovation Strategy
We trust the investment in
partnerships will pay back.
 Receive ideas from
externals at an early stage.
 Get more and better ideas
for projects.
 Run projects faster with joint
developments.
In-cosmetics Hamburg
03/04/2014 | Page 15
Understand the different Sources of Innovation partners.
Cosmetic
Industry
Consumers
Beiersdorf
R&D
Technology
Experts
Employees
Cross
Industry
Science
In-cosmetics Hamburg
03/04/2014 | Page 16
Technology
Experts
Technology
Experts
Consumer Integration:
Example Focus Groups
Get early feedback
for new prototypes
to improve products
and concept innovation.
In-cosmetics Hamburg
03/04/2014 | Page 17
Get application insights from consumer observation.
Bath room
In-cosmetics Hamburg
03/04/2014 | Page 18
Monitoring
Collaboration Option examples for Technology Experts.
In-cosmetics Hamburg
03/04/2014 | Page 19
Project House
Permanent
integration of
strategic suppliers
at Beiersdorf to
work closely on
joint projects.
In-cosmetics Hamburg
03/04/2014 | Page 20
Incubation Lab
At-the-bench
collaboration in
projects where
scientists from
suppliers and
Beiersdorf work
together openly.
In-cosmetics Hamburg
03/04/2014 | Page 21
Pearlfinder Introduction
In-cosmetics Hamburg
03/04/2014 | Page 22
Success Story:
„Magnolia“
From Molecule to Market with a strategic partner
Beiersdorf
researchers
discovered a
promising active
ingredient profile.
In-cosmetics Hamburg
03/04/2014 | Seite 24
Successful
collaboration with
an asian partner to
develop a unique
quality of the
ingredient for
Beiersdorf.
Success Story:
NIVEA Invisible Black and White
Involvement of several
external partners into
innovative product
development.
In-cosmetics Hamburg
03/04/2014 | Page 25
Success Story:
Beiersdorf Innovation Pitch: Next Level OI Activities
Exhibitors to incosmetics 2014
were invited to
submit ideas for
Beiersdorf´s vision
to become No.1
Skin Care Company
in the World.
Great response
from the innovation
partners.
In-cosmetics Hamburg
03/04/2014 | Page 26
Winning ideas
will be followed up
Beiersdorf projects.
Thank You!