Kamila Fonseca

At Beiersdorf, we care for skin and we #CareBeyondSkin. That’s why I’m beyond proud to share that we are one of the first companies in our industry to implement the EcoBeautyScore for our NIVEA and Eucerin Face Care products. This new, industry-wide transparency standard will enable consumers to understand a product’s environmental impact at a glance – with a simple A (highest ranking) to E (lowest ranking) score grounded in science and backed by profound data.     For me, this is about more than just transparent labels. It’s about progress. Years of dedicated product transformation work are now visible to our consumers: 99% of NIVEA and 100% of Eucerin Face Care products received A or B scores. These results reflect our strong commitment to reducing our environmental impact while delivering the highest quality in skin care.     On our journey towards Net Zero, I truly believe that sustainability must be played as a team sport. It takes collaboration across our industry to drive real change. The EcoBeautyScore is a powerful example of what we can achieve together by addressing the urgent need for more transparency and deliver real consumer value.    A heartfelt thank you to all our experts at Beiersdorf and our partner companies who have helped drive this development over the past years. This way, we can jointly shape a more sustainable future.    #Beiersdorf #WinWithCare

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How Beauty Brands Grow Globally and Win: Lessons from 250+ Launches Global Expansion in Beauty Series #1 I believe, expanding into new markets doesn’t build brands, it uncovers the flaws in the beginning, then it tests you and finally, it forces you to create the right foundation at home. For those beauty brands that still believe international expansion promises instant growth, let me be blunt - in reality, expansion often magnifies weaknesses! I’ve seen brands succeed across continents & good products disappear because they weren’t market-ready. In my 10+ years and 250+ launches as a global brand & product manager, almost every project had to balance two goals: 1️⃣ Build a product line that works in the home market (DACH). 2️⃣ Expand at the same time into Europe, the UK, Asia, the Middle East, the US, Australia. The biggest mistakes I see when brands expand: → Copy-pasting the same formula, USP arrangement, and marketing materials abroad, assuming another culture “ticks the same.” → Expanding abroad without first building a brand in the home market. If your USP or messaging don’t work at home, another country won’t fix it. → Expecting distributors/retailers to build the brand without proper brand-side support. → Ignoring cultural aspects: Chinese consumers prioritize “lightening,” Nordics value sustainability/minimalism, French look for “bio” and organic, UK leans efficacy-driven masstige… etc. → Translating a website instead of adapting which hero products to spotlight first in each market. I could write a book on this (I promised myself to keep posts shorter!) but when a brand gets "the first things first" right, expansion becomes a natural step toward becoming a global player. A great example is #theordinary - remember the viral burgundy peeling solution? The built a story that adapted globally. So before scaling, here are a few points from my Expansion Readiness Checklist: ✔ Do we solve a clear consumer problem that resonates across markets with our USP? And sorry for repeating this, but "we're clean, clinically backed, science-driven" is NOT a USP. Someone should tell you this. ✔ Product Qualification → Can our hero ingredients even be registered in target markets? (I’ve seen brands lose their star ingredient and reformulate entirely.) ✔ Can our science & emotion narrative adapt to local cultures? ✔ Do we have the right channels, pricing, and hero SKUs to compete locally? (An “entry price” at home can easily become “premium” abroad.) Expansion is a huge opportunity. But without getting the foundations right, it only proves the cracks. If you’re a beauty founder, CEO, Marketing or Commercial Leader planning expansion, this is exactly where I help brands: from new product concepts eligible for global growth to refining positioning and building omnichannel go-to-market execution for existing products. Want to explore how this applies to your brand? Let’s talk in DM. #beautymarketing

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🌊 🌊 Fa unveils a fresh wave of fragrance and design 🌊 🌊 Thrilled to see Fa’s relaunch – with fresh formulations and #packaging highlights that elevate brand expression and #sustainability: 1️⃣ 100% #recycled plastics for all 250 ml and 400 ml shower gel bottles – fully #recyclable and designed to reduce CO₂ emissions. 2️⃣ 50% recycled aluminum in selected deodorant cans – offering a lighter design and a lower carbon footprint. These innovations underline how Fa is not just refreshed aesthetically, but truly reengineered for sustainability and consumer experience. Kudos to the Henkel Consumer Brands team - including Andre Pastore Bertin, Markus Nachtsheim and many many more - for driving this transformation forward! 🙌 #Innovation #CircularEconomy #Henkel Henkel

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