Beiersdorf Relaunches Hansaplast, Elastoplast And Curitas

By Dayeeta Das
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Beiersdorf Relaunches Hansaplast, Elastoplast And Curitas

German consumer goods firm Beiersdorf has relaunched its health care brands Hansaplast, Elastoplast, and Curitas.

The relaunched products offer a variety of innovations such as water-repellant plasters, detailed written and visual information on the packaging, more flexible plasters and sustainable packaging.

Alexander Reindler, general manager of the health care division at Beiersdorf, said that the improvements align with the group's motto of "We've got you covered, for a life uninterrupted."

Reindler added that "consumer centricity" played a special role in the relaunch as a focus on customer needs led to a redesign of the packaging.

The reworked packaging features the new brand logo and design language, the consumer goods giant added. 


The previous logo of an asymmetrical inverted arch has been replaced with a smile.

Sustainability Agenda

The brand relaunch includes a meaningful sustainability contribution based on Care Beyond Skin, Beiersdorf's sustainability agenda.

The new lighter folding boxes save 106 tonnes of paper per year and are designed for maximum recyclability. 

All products made with paper or cardboard packaging use FSC-certified paper. 


Information on product use is now printed on the packaging, removing the need for information leaflets.

The removal of plastic from sealed pouches will save 83 tonnes of plastic annually, helping the company reach its Plastic Pledge 2025 targets.

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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