In the UK, Beiersdorfs continuing goal is to have its products as close as possible to its consumers, regardless of where they live. Its aims are to understand its consum understand its consumers in its many different markets and delight them with innovative products for their skin and beauty care needs. This strengthens the trust and appeal of Beiersdorf brands. The business prides itself on being consumer-led and this focus has helped it to grow NIVEA into one of the largest skin care brands in the world.