THE WHAT? Beiersdorf is expanding its NX Nivea Accelerator program to Shanghai, China following its success in Seoul, South Korea. To that end, the German manufacturer of Nivea has selected five start-ups for its first cohort.
THE DETAILS In order to jointly establish new brands more quickly, Beiersdorf has teamed up with Alibaba-owned Tmall to co-incubate Chinese start-ups.
For the Shanghai program, the Nivea manufacturer is focusing on indie brands, tech, personalization and platform business models with a high degree of digitalization. The first chosen include community-driven skin care brand Lake Lab; minimalist skin care line, BASIC Lab; 2XY, a genderless skin care collection; Turflan – a science-based skin care brand; and MOJA, a healing skin care Indie.
THE WHY? Zhengrong Liu, Member of the Executive Board of Beiersdorf for Greater China/Northeast Asia, said, “Our goal is to become the leading beauty accelerator in Asia by 2022. By teaming up with local innovators, we accelerate the process to identify and develop visionary beauty concepts, unlock growth potentials and win with skin care in line with Beiersdorf’s business strategy C.A.R.E.+.”