Editing Nivea (section)

=== Nazi period in Germany and aftermath ===
* 1933: Under pressure of [[Nazism|Nazi]] propaganda, the [[Jewish]] members of the executive board stepped down. Willy Jacobsohn, the former chairman of the executive board, headed the foreign affiliates from Amsterdam until 1938.
* By adopting a policy of "honorable tactics", the Beiersdorf Executive Board, under the leadership of Carl Claussen, steered the company through the Nazi period. Although Beiersdorf retained its business culture, it cooperated with the regime.<ref name="milestones">{{cite web|url=http://www.beiersdorf.com/about-us/our-history/milestones |title=Milestones |publisher=Beiersdorf.com |access-date=2016-10-24}}</ref>
* 1936: tesafilm, an innovative transparent adhesive film, was launched.
* 1941: [[Tesa SE|tesa]] was introduced as the umbrella brand for self-adhesive technology.
* During World War II, marketing manager Elly Heuss-Knapp distanced the brand from [[Nazism|Nazi]] ideology.<ref name="milestones"/> In 1949, her husband [[Theodor Heuss]] became first [[President of Germany]].
* 1945: At the end of the Second World War, most of the Hamburg production plants and administrative buildings in Hamburg were destroyed during bombing in WW2.
* 1945–1949: The Beiersdorf company lost most affiliates and international trademarks in almost all countries, particularly the US, the UK, the Commonwealth, and France. However, it began to regain its trademarks again.