Friday, August 7, 2026

Hansaplast expands global social media strategy

Hansaplast is reshaping its international social media communications. The wound care brand, part of Beiersdorf, has appointed the Berlin-based independent agency Charles & Charlotte to lead its global social media strategy.

The assignment covers 17 markets. In addition to strategic development, the agency will handle operational tasks including content production, creator briefings, community management and the coordination of brand presences on relevant platforms.

A stronger focus on communities

The new approach moves away from a largely centralized content model. Instead, Hansaplast plans to build social activity around specific communities identified through data linked to its customer base.

The brand aims to appear earlier in everyday situations, not only when small injuries need treatment. Future communication will address moments in which people are active, such as hiking, cooking, DIY projects or other leisure activities.

The creative platform behind the strategy is called “Go Anywhere. Leave Your Mark.” It is intended to guide the brand’s international social media presence and give local markets a shared framework.

Beiersdorf aims for social relevance

Beiersdorf wants Hansaplast to connect more closely with the interests, activities and communities of its audiences. Franziska Palgen, Global Assistant Marketing Director at Beiersdorf, frames the brand as a familiar companion in moments when people try something and may need support.

Kim Nadja Gabel, Global Content & Communications Manager Health Care at Beiersdorf, links the strategy to relevance rather than reach alone. For a health care brand, she sees value in understanding the passions and motivations of communities before a product is actually needed.

Strategy and execution from one agency

Charles & Charlotte describes its role as deepening existing familiarity with the Hansaplast brand in social environments. Tamie Donath, Senior Creative Strategist at the agency, emphasizes that the goal is not only greater visibility but stronger engagement with the people who use the brand in everyday life.

The move sits within Beiersdorf’s wider international brand management. The Hamburg-based consumer goods group is present in more than 160 countries with brands including Nivea, Eucerin, La Prairie and Hansaplast.