In 1981 Beiersdorf generated a turnover of 2 billion Deutsche Mark. A few years later, in 1989, the company started to change its strategic orientation to focus on three key areas: skin care, adhesives technology and wound management. Beiersdorf aligned its range of products according to these key areas and expanded the Nivea and tesa product ranges. The company standardized the production processes, unified the international brand policy and focused on cosmetics. The Nivea ranges were the most successful – the cream including anti-ageing, baby and sun care products.