Clynton Bartholomeusz, Managing Director of Beiersdorf ANZ, leverages 28 years of experience to drive growth, align global strategies with local needs, and foster innovation. He’s committed to positive change and community impact.
What key experiences have shaped your career in the cosmetics and consumer goods industry?
Early on, I realised that consumer trust is at the heart of the skincare industry especially for a brand like Nivea. Listening to feedback in consumer focus groups and prioritising a deep understanding of my target market has shaped my approach especially early in my marketing career.
What advice would you give to those aspiring to leadership roles?
Embrace lifelong learning and stay curious. Leadership isn’t just about guiding others—it’s about evolving with your team. Cultivate emotional intelligence and prioritise communication, as understanding your team, consumers and customers is crucial for making informed decisions. A coach once told me “Organisations never organically outgrow their leaders, and it was my responsibility to stay curious and be a lifelong learner otherwise it was me who would hold the organisation back“. I would also balance this by saying: “Don’t forget to have fun!”
What essential skills are needed for success in a role such as yours?
Strategic thinking, adaptability, and a healthy dose of emotional intelligence are key. Leadership skills, including the ability to inspire and motivate teams, are equally important. A solid grasp of market trends and cultural nuances towards beauty help.
How do you maintain motivation and growth after nearly three decades?
Passion for the industry keeps me motivated and I have spent many years on the board of our industry association Accord. I have been Chairman a couple of times. Skincare is a dynamic field where science, beauty, and wellness intersect, and staying at the forefront of innovation is thrilling. I have had the chance to build a sizeable business from a small brand but the bigger thrill for me has been the personal growth in mentoring emerging leaders and watching them excel locally, globally or even in other companies.
How do you adapt global strategies for the ANZ market?
We adapt global strategies by ensuring that our products resonate with these local insights and trends. The reality is, that with social media local beauty trends are nine times out of ten a global trend anyway.
How do you identify growth opportunities in a competitive market?
Market research is essential. We track emerging trends, such as the rise of clean beauty and personalised skincare and analyse consumer data to anticipate needs. Beiersdorf partners with tech companies and startups in dynamic beauty markets like Korea to stay ahead by integrating new technologies into our product offerings.
What role does innovation play at Beiersdorf, and how do you foster it?
Innovation is at the core of Beiersdorf ’s success. Nivea Crème was the worlds first stable skincare product. We foster it by encouraging a culture of experimentation and collaboration. Our R&D teams are given the freedom to explore new ideas, and we invest in cutting-edge technology to stay ahead. Regular innovation workshops and partnerships with universities also help keep our pipeline fresh. Our R&D facility in Hamburg is an amazing asset run by some amazingly talented Beiersdorf scientists.
How do you balance short term gains with long term growth?
I have always maintained a long-term view on what success looks like if you aspire to be the number one brand in skincare. It’s about maintaining a clear vision while staying flexible. Short-term initiatives, like promotional campaigns in retailers, or product specific advertising should align with long-term goals. We regularly review our strategies to ensure that immediate actions contribute to sustainable growth, such as investing in real brand equity and long-term retail customer relationships.
What is your approach to building high-performing teams?
I focus on diversity, inclusion, and empowerment. High-performing teams are built when individuals feel valued and have the autonomy to make decisions. Providing continuous learning opportunities and fostering a culture of open communication also helps teams thrive.
How do you empower your teams and encourage continuous learning?
Empowerment comes from trust and delegation. I ensure my teams have the resources they need and the freedom to explore creative solutions. We also prioritise professional development through global training programs, workshops, and mentorship/ coaching initiatives. My team and I are also members of an organisation called Abundium. They have outstanding access to global thought leaders and provide regular learning sessions.
How do you drive innovation while upholding Beiersdorf’s core values?
Our core values are Care, Courage, Simplicity and Trust. Innovation and these core values go hand in hand at Beiersdorf. We prioritise ethical practices and sustainability in our innovation process. For instance, when developing new products, we ensure that they meet our environmental standards and maintain our commitment to consumer safety and quality.
What leadership challenges have you faced, and how did you overcome them?
Navigating through economic downturns, losing our warehouse and all our stock in a major storm in 2015 and obviously Covid-19 has been challenging. The key to overcoming these challenges has been agility—quickly adapting strategies, communicating transparently with teams, and focusing on resilience. Staying connected with industry peers also helps in gaining new perspectives.
How do you evolve your leadership style to meet changing needs?
I regularly seek feedback from my team. Leadership styles evolve when leaders are self-aware and open to change. I’ve transitioned from a more directive approach to one that is collaborative, emphasising empathy and inclusivity.
What trends are shaping the future of the ANZ cosmetics market?
Sustainability and clean formulas are major trends. Consumers are demanding products that are not only effective but also eco friendly and ethically sourced.
How does Beiersdorf stay ahead of the industry trends and consumer expectations?
We stay ahead by being proactive rather than reactive. Continuous market research, consumer feedback loops, and investment in R&D allow us to anticipate trends. As said above, we also partner with startups and tech companies to innovate faster and bring cutting-edge solutions to our consumers.
How is Beiersdorf addressing sustainability in the cosmetics industry?
Sustainability is a core pillar of our strategy. We’ve committed to reducing our carbon footprint, using more recyclable materials, and sourcing ingredients responsibly. Our “Care Beyond Skin” initiative focuses on creating products that are good for both people and the planet.
What innovations in the industry excite you, and how is Beiersdorf leading?
Innovations in skin microbiome research and Melasma condition skincare are particularly exciting. At Beiersdorf, we’re leading by developing products that work harmoniously with the skin’s natural defences.
This article was first published in the Spring issue of Retail Beauty:
- For more news and updates, subscribe to our weekly newsletter
- Follow us on Instagram
- Like us on Facebook
- Connect with us on LinkedIn