This semester's practical project with Beiersdorf centred on today's young women. What appeals to them? What do they want? What kind of care products are they enthusiastic about? The Master's students of International Brand Management and International Brand Communication, led by Dr Thomas Suwelack, addressed these questions.
The renowned personal care manufacturer based in Hamburg is internationally recognised for brands such as NIVEA, Labello and Hansaplast. The company has already worked with Brand Academy students on practical projects in the past.
Beiersdorf had once again come up with an exciting project for this semester. The task: to develop a skincare brand for female millennials.
Three teams were motivated and full of ideas. They had to think of everything. From the strategic derivation to the brand name and a visualisation of the design through to target group-specific communication channels.
The result: three completely different approaches. Whether natural, with a message or for on the go, each brand was the result of elaborate and detailed analyses and was therefore convincing. At the final presentation on site at Beiersdorf, the client had the opportunity to select a winning idea to honour outstanding achievements.
‘Working with the students from Brand University of Applied Sciences was a lot of fun again this year. The ideas presented were really exciting and provided interesting food for thought,’ says Anna Puttinger, New Business Manager.
We would like to thank Beiersdorf for once again giving our students the opportunity to gain valuable experience for their careers through this practical collaboration.
