With the new business strategy “Focus on Skin Care. Closer to Markets”, the 2010 annual report aims to raise Beiersdorf’s profile. The title refers to the 100th anniversary of the Nivea brand. Inside the report an inventive visual language vividly illustrates the presentation of the annual results. In addition, six eye-catching portraits convey different consumer expectations of ideal skin care. Short text passages point to the regional characteristics of the respective market. This is complemented by employees who give an insight into their particular field of work.