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 own business culture, it still cooperated with the regime. 1936: tesafilm, an innovative transparent adhesive film, was launched. 1941: tesa was introduced as the umbrella brand for self-adhesive technology. During World War II, marketing manager Elly Heuss-Knapp distanced the brand from Nazi ideology. In 1949 her husband Theodor Heuss became first President of the Federal Republic 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: Most of the affiliates and the international trademarks in almost all countries, in particular in the USA, the UK and the Commonwealth, and France, are lost. The Beiersdorf company began to regain its trademarks again. Rest of 20th century 1950: ph5 Eucerin was launched on the market. This innovative ointment focuses on the importance of the skin’s own natural protective acid barrier in maintaining good skin health. 1951: The first deodorizing soap was introduced under the name of 8x4. The brand was extended into a product family during the 1950s and 1960s. 1955: Beiersdorf launched a protective hand cream on the market under the name of atrix. 1963: NIVEA milk, liquid NIVEA Creme in the form of water-in-oil emulsion, was introduced "for all-over body care". 1974: Beiersdorf diversified its business and introduced a divisional structure. At this time, the divisions are cosmed, medical, pharma and tesa. 1982: Start of steady expansion of NIVEA as a brand for skin and body care through large number of subbrands with international focus. Introduction of NIVEA Gesicht (face) in Germany, Austria and Switzerland. 1989: Change of strategy: Start of the implementation of a strategic re-orientation process focusing on the core competencies of skin care, wound care and adhesive technology. 1990: Acquisition of the Juvena brand, developed by the Divapharma pharmaceutical laboratory, founded in 1945 in Zurich. 1991: Acquisition of the La Prairie brand, originated in the famous La Prairie clinic in Montreux, Switzerland. 1992: Launch of NIVEA's Blue Harmony advertising campaign. It was placed the last time in 2005. 1995: Acquisition of the Futuro brand. The company was founded in Ohio, USA in 1917 by Georg Jung, a German, and produced bandages right from the start. The "Futuro" brand with