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Activation Case Study
Beiersdorf launched global commitment with powerful film
As one of the pledge’s founding partners, Beiersdorf launched a Global Critical Illness Policy to provide meaningful, consistent support to employees around the world. The policy reflects the company’s commitment to creating an inclusive workplace where care goes beyond words and truly transforms lives.
“With this policy, we aim to ensure that our employees can rely on their job security and financial stability — no matter the local security system.”
- Nicola Lafrentz, Beiersdorf Chief Human Resources Officer
A new global standard of care
Beiersdorf’s policy establishes consistent, global support for all employees, no matter where they live or work. It fills critical gaps that may exist in national social security systems and ensures that no employee falls through the cracks simply because of geography. The policy reflects Beiersdorf's commitment to fostering a corporate culture where everyone feels safe and supported, especially when it's needed most.
Key support measures in times of uncertainty
The policy extends beyond cancer to other critical illnesses and offers a set of provisions for all employees in the Consumer Business Segment. With programs for diagnosed employees and caregivers, Beiersdorf is redefining what support at work can and should look like.
Raising awareness through storytelling
To mark the launch of the policy, Beiersdorf created a moving film following the journey of a man living with cancer, including his physical and emotional struggles at work as he copes with the illness. In doing so, the company raised awareness about the realities of working with a serious illness and made a bold statement about fostering an understanding environment at work.
“It’s our shared mission to ensure every teammate facing a life challenge has the support they need.”
- Vincent Warnery, Beiersdorf Chief Executive Officer
In shaping Beiersdorf’s Critical Illness Policy, CEO Vincent Warnery has set out to ensure every employee feels seen, supported, and never alone. And for him, this work is personal. Having lost both his parents to cancer, he understands the emotional and practical challenges that come with serious illness. As a result, Warnery’s leadership is guided by empathy and experience, and that perspective lives at the heart of Beiersdorf’s culture of care, where support is more than a value — it’s a promise.