2010 03 04 BDF Presentation

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Financial Analyst MeetingHamburg, March 4, 2010



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Disclaimer

Some of the statements made in this presentation contain forward-looking information that involves a number of risks and uncertainties.Such statements are based on a number of assumptions, estimates,projections, or plans that are inherently subject to significant risks, aswell as uncertainties and contingencies that are subject to change.Actual results of events could differ materially from those anticipated inthe Company´s forward-looking statements as a result of a variety offactors, including those set forth from time to time in the Company´s

press releases and reports and those set forth from time to time in theCompany´s analyst calls and discussions. We do not assume anyobligation to update the forward-looking statements contained in thispresentation.

This presentation does not constitute an offer to sell or a solicitation oroffer to buy any securities of the Company, and no part of this

presentation shall form the basis of or may be relied upon in connectionwith any contract or commitment. This presentation is being presentedsolely for your information and is subject to change without notice.



Focus on our Strengths

in a New RealityThomas-B. Quaas (CEO)

FinancialsDr. Bernhard Düttmann (CFO)

AGENDA



4

Sales Earnings Before Interest and Tax

11.1% 11.7% 12.4% 11.7% 10.2%EBIT margin

Growth (organic) – Group

(in mill. €)

Beiersdorf Development - Group

+3.9% +7.3% +9.1% +7.5% -0.7%

EBIT 2006 – 2008 excluding special factors (due to the realignment of the Consumer Supply Chain and divestments)

531

597

684 696

587

2005 2006 2007 2008 2009

4,7765,120

5,5075,971

5,748

2005 2006 2007 2008 2009



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Sales Earnings Before Interest and Tax

11.6% 12.1% 12.8% 12.0% 11.1%EBIT margin

Growth (organic) – Consumer Segment

(in mill. €)

Beiersdorf Development - Consumer

+4.0% +7.2% +9.3% +8.6% +1.2%

470524

596 615

558

2005 2006 2007 2008 2009

4,0414,327

4,661

5,125 5,011

2005 2006 2007 2008 2009

EBIT 2006 – 2008 excluding special factors (due to the realignment of the Consumer Supply Chain and divestments)



Group: Mastering Crisis Year 2009

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Realistic assessment of the situation

Flexible and fast reaction in the whole company

Group-wide fixed cost management

Marketing and R&D investments remained at high level



Consumer: Mastering Crisis Year 2009

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NIVEA – strengthening our superior brand:

Leveraging high level of NIVEA trust &communicating the No.1 positions

Opening of new “NIVEA Haus” in Berlin

Value oriented consumer activities

Regional focus on Asia:

New factory in Shanghai / capacity enlargementin Thailand

Executive Board member for Asia

Supply Chain:Quick response

Higher flexibility



tesa: Mastering Crisis Year 2009

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Flexible package of measures

Capacity adjustments (Malaysia, Harrislee)

Outsourcing of logistics (Offenburg)

Use of reduced working hours

Investments in new business areas

Medical plasters and special products for newtouchscreen cellphones (Hamburg cleanroomtechnology)

Development of new doubled-sided adhesivetapes



The New Reality

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Moderate market growth

Changed behavior of retailers

Changed behavior of consumers

Continuing economic uncertainty and volatility



Superior Success Factors in the New Reality

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Flexibility and quick reaction time

Closeness to customers and consumers

Trust in our brands

Focus on our strengths



Actions Needed in the New Reality

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Fast and flexible actions to reach business targets

Maintain marketing and R&D investments at high level

Focus on shopper driven supply chain

Emphasize all relevant price points with basic products

Focus on core brand values

Advertise and emphasize #1 positions

Source: GfK 2009



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Source: Most Trusted Brands Study 2010

Consumers Trust in NIVEA

Number 1 in all 16 participating countries

Most trustedSkin Care Brand

NIVEA took the top spotfor the 10th consecutive year



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Country SKIN FACE SUN MEN´S DEO BATH SHOWER HAIR CARE STYLING DECO LIP BABY

Europe West

Austria 1 1 1 1 1 1 4 2 3Belgium 1 1 1 2 1 2 2 4 3 3 3

France 1 1 2 2 3 8 8 3 3

Germany 1 1 1 1 1 3 2 4 3 5

Greece 1 2 2 1 2 10 6

Ireland 1 1

Italy 1 1 1 1 2 6 3 6 4 4

Netherlands 1 1 1 1 1 2 4 5

Portugal 1 1 1 1 1 4 2

Spain 1 3 2 1 4

Switzerland 1 1 1 1 1 2 1 3 1 2 2

Turkey 2 1 1 1

United Kingdom 1 4 2 2 5 9 1

Europe NorthDenmark 1 2 1 2 2 6

Norway 2 1 1 2 7 2

Sweden 1 1 3 2 2 7 2

Europe East

Bulgaria 1 3 1 1 1 4

Croatia 1 1 1 1 2 2

Czech Rep. 1 2 1 2 1 4 3

Estonia 1 3 2 1 6 10

Hungary 1 3 1 2 1 7 3 6 3 4

Latvia 1 3 2 1 5 5

Lithuania 1 1 1 1 3 4

Poland 1 1 3 1 1 1 5 3 1 2Romania 1 1 1 1 1 4 2

Russia 1 5 2 2 4 2 7

Serbia 1 1 1 1 1 3

Slovak Rep. 1 2 1 2 1 4 4

Slovenia 1 1 1 1 2 2

Ukraine 2 4 3 2 2 6 5

Strong Brand is an AdvantageNIVEA Market Positions Europe January-December 2009

Source: AC Nielsen / IRI



Focus on Our Face Care Competence:NIVEA Visage Q10

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NIVEA Q10



Focus on Face Care CompetenceRe-energizing Blockbuster NIVEA Visage Q10

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NIVEA Visage biggest NIVEA category.

The #1 in face care in Western Europe with 18% market share.

Beiersdorf was the first to use Q10 in cosmetics against wrinkles and skin aging.

Source: Nielsen Market Share 12/2009



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Innovation Focus in Face CareEucerin Aquaporin ACTIVE

Aquaporins control the water transfer into/out of the cells.

In 2003, Peter Agre obtained a Nobel Prize fordiscovering aquaporins.

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Breakthrough formula that activates the skin„sown moisture network.

Fortifying Eucerin‟s excellent position in the

pharmacy channel.

Superior moisturizing technology to betransferred to the NIVEA skin care line.



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Focus on Skin Care CompetenceNIVEA Body

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Strengthening the brand foundation byserving the core user segment.

Relaunch and line extension withadditional Q10.

Creating synergies by adopting facecare expertise.

Supports NIVEA„s #1 position as the

world„s leading firming and anti-

cellulite brand.

Launched worldwide in January 2010.

Source: Euromonitor 2008 (value market share)



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Extending Beiersdorf‘s Skin Care ExpertiseNIVEA Deo Calm & Care

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The first deodorant that activelyregenerates the skin after shaving.

Perfect combination of care andefficacy.

Our deodorant business is oneof the fastest growing NIVEAcategories.

Calm & Care has been launched

worldwide in January 2010.



Consumer Insight

“I prefer skin and beauty care products which containnatural ingredients.“

“Buying products with natural ingredients is important to me.“

Source: NIVEA Pilot study segmentation 2009

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24h protection without aluminium salts.

Preservatives free / no paraben.

Doesn‟t clog pores.

Lets your skin breathe naturally.

Launch in the Natural SegmentNIVEA Deo Pure & Natural Action

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“The greatest thing in a job is when theplan you had turns out to work perfectly.“

Jogi Löw, Coach of the German national soccer team

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NIVEA FOR MEN Offensive 2010 in Germany

+

+

NIVEA FOR MEN is the official careoutfitter of the German national soccerteam.

Jogi Löw, coach of the German nationalsoccer team, became the NIVEA FOR

MEN Care Coach.

Business target: Enhancing the marketleadership of NIVEA FOR MEN.

Unique platform for NIVEA FOR MEN in 2010.

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Focus on Our Strengths

Stronger focus on skin care&

Even closer to our markets

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Focus on our Strengths –

in a New RealityThomas-B. Quaas (CEO)

FinancialsDr. Bernhard Düttmann (CFO)

AGENDA

29



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“The company has managed well through the recession.“

Analyst Quote:



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31

3M 6M 9M

Sales development 3M-12M EBIT Ratio change 3M-12M

Gradual improvement during 2009

Consumer tesa

12M 3M 6M 9M 12M

11.3% 11.0% 11.1% 11.1%

0.7%2.0% 2.3%

3.9%

-0.5% 0.3% 0.9% 1.2%

-23.8%-21.0%

-16.9%

-12.2%

Strong against negative seasonal trend

(-120bps 12M vs. 3M in 2008)

Like-for-like

EBIT excluding special factors

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Jan. – Dec.2008

Jan. – Dec.2009

mill. € mill. € in % in %

Consumer 5,125 5,011 -2.2 +1.2

tesa 846 737 -12.8 -12.2

Total 5,971 5,748 -3.7 -0.7

nominal like-for-like

Sales per Business Segment

Change

Like-for like changes adjusted for currency translation effects and divestments.

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NIVEA‘s Growth Track Record

(in mill. €)

NIVEA Sales 1989 – 2009

100 176 336 505 682Index

509

948

1,812

2,726

3,683

1989 1994 1999 2004 2009

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Consumer Sales per Region

(by origin)

Jan. – Dec.2008 Jan. – Dec.2009 Changelike-for-like Allocation

mill. € mill. € in % in %

Germany 985 933 +1.2 18.6

Western Europe 1,831 1,736 -3.9 34.7

Eastern Europe 653 567 +1.7 11.3North America 304 297 +2.5 5.9

Latin America 438 473 +13.3 9.4

Africa, Asia, Australia 914 1,005 +5.0 20.1

Total Consumer

thereof China, Russia, Brazil

5,125

541

5,011

593

+1.2

+11.6

100.0

11.8

Like-for like changes adjusted for currency translation effects and divestments.

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35

Fostering Our Brand Equity

Marketing expenses(in mill. €)

% of sales - Group

1,417

1,6031,748

1,9151,842

2005 2006 2007 2008 2009

29.7%

31.3%31.7% 32.1% 32.0%

34.3%

36.2%

36.7% 36.7%36.3%

% of sales - Consumer

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109118

127

149 149

2005 2006 2007 2008 2009

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Safeguarding Innovations with Enhanced R&D

2.3%2.3% 2.3%

2.5%

2.6%

Research and development expenses(in mill. €)

% of sales

37



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EBIT per Business Segment

Jan. – Dec. 2008 Jan. – Dec. 2009

mill. € % of sales mill. € % of sales

Consumer 615 12.0 558 11.1

tesa 81 9.6 29 3.9Total 696 11.7 587 10.2

2008 EBIT excluding special factors of €101 million (divestments of €96 million and €5 million due to the realignment of the Consumer Supply Chain)

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EBIT per Region

Jan. – Dec. 2008 Jan. – Dec. 2009 Allocation

mill. € % of sales mill. € % of sales in %

Europe 632 15.4 535 14.2 91.1

Americas 37 4.5 20 2.4 3.5

Africa, Asia, Australia 27 2.6 32 2.8 5.4

Total 696 11.7 587 10.2

2008 EBIT excluding special factors of €101 million (divestments of €96 million and €5 million due to the realignment of the Consumer Supply Chain)

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Statement of Income

2008 2009

mill. € % of sales mill. € % of sales

Sales 5,971 100.0 5,748 100.0

Cost of goods sold -1,979 -1,882

Gross profit 3,992 66.9 3,886 67.3

Advertising and promotion spending -1,915 -1,842

Other marketing and selling expenses -959 -924

Research and development expenses -149 -149

General and administrative expenses -292 -283

Other operating income / expenses (net) 120 -81

Operating result (EBIT) 797 13.4 587 10.2

Financial result 25 -4

Profit before tax 822 583Taxes on income -255 -203

Profit after tax 567 9.5 380 6.6

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20.9

18.416.8

13.4 14.0

<12.0

Continuous Progress in Working Capital

X Average 4 quarters X Average 12 months Due date

Working Capital(Consumer Business)

in % of sales

2003 2004 2005 2006 2007 2010

Target below12% of sales

15.516.5

19.5

22.522.5

12.2

2008

16.1

16.0

11.8

2009

13.6

2007 and 2008 excluding acquisitions

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Balance Sheet

Dec. 31st2008

Dec. 31st2009

mill. € mill. €

Intangible assets

Property, plant, and equipment

Other non-current assets

398

727

51

382

725

70

Non-current assets 1,176 1,177

Inventories

Trade receivables

Other current assets

Securities

Cash and cash equivalents

634

894

254

897

613

561

906

228

955

767

Current assets 3,292 3,417

Total 4,468 4,594

Dec. 31st2008

Dec. 31st2009

mill. € mill. €

Equity 2,460 2,636

Non-current provisions

Other non-current liabilities

366

242

359

173

Non-current liabilities 608 532

Current provisions

Income tax liabilities

Trade Payables

Current financial liabilities

Other current liabilities

363

99

690

174

74

391

107

699

158

71

Current liabilities 1,400 1,426

Total 4,468 4,594

Assets Liabilities

2008 intangible assets and other non-current liabilities adjusted

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Employees per Business Segment Group

Dec. 31st2008 Dec. 31st2009 Change Allocation

in % in %

Consumer 17,865 16,648 -6.8 81.8

tesa 3,901 3,698 -5.2 18.2

Total Group 21,766 20,346 -6.5 100.0

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Guidance 2010

Projections for Beiersdorf Group

Consumer

Sales growth faster than market

EBIT margin > 11%

tesa

Sales growth faster than market

EBIT margin > 7%

Total Group

Sales growth faster than market EBIT margin > 10%

PAT margin 7%

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How to contact Investor Relations

Beiersdorf Website

www.Beiersdorf.com

IR-Hotline

Tel: +49 (0) 40 4909 5000

Fax: +49 (0) 40 4909 18 5000

Email: [email protected]

2010 03 04 BDF Presentation

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