Nivea is a global brand of skin and body care cosmetics owned by the German company Beiersdorf. In 1882, pharmacist Carl Paul Byersdorf created a company that in 1911 developed the first water and oil based cream called Eucerit, which became the first stable emulsion of its kind. At that time it was.

Brand Creation

In 1900, the new owner of Eucerit, Oscar Troplovich, called the company Nivea (from the Latin word Niveus / Niveum, which translates as "snow-white"). During the tenure of the company, Oscar Troplovich, he developed several of his own products, including Nivea leukoplast, Labello and others. Nivea, despite the fact that it was founded in Poland, was bought by German investors in the 1930s. From this period, she began producing her own products, such as shaving creams, shampoos and tonics for the face.

The brand was confiscated in many countries after the Second World War. Byersdorf completed the buyback of confiscated trademark rights in 1997.
  Internationalization in the 1980s allowed the brand to be promoted to more global markets.

Entering new markets

The company's scientists began to study the effects of sunlight on the skin in the early 1930s, as a result of which the first sunscreen was released in 1936. Over the next few decades, other products joined the product line, for example, oil spray, developed in 1958 for leading people.

Nivea first entered the Middle East market in the 1950s, offering its products in Jordan, Syria and Bahrain. She became the first country in the region whose cosmetic products appeared on the shelves of local stores. Today, the company has a strong position in the regional sector of skin care products and creams, which demonstrates continuous success in this direction, which always keeps up with the times.

Expansion of the product range

Other products, such as milk, developed in 1963, formed the basis for a generation of skin care products. The innovative formula of milk, which included water and oil, was convenient to use. The milk was quickly absorbed and gave the skin a beautiful appearance and elasticity in the blink of an eye.

Over its 100-year history, the brand has implemented numerous projects. The famous attractive blue color, which is now inextricably linked with the brand, is one of the very rare shades that embody protection and safety around the world.

Meanwhile, the Nivea brand has proven itself in all areas of the cosmetics industry, in addition to classic products like body lotion, the company produces a huge series of shower gels, shampoos, and creams for all skin types. It is known all over the world, from Spain to Thailand and from New Zealand to the North Pole. In these countries, every child knows the blue packaging with white letters.

In 1998, a facial skin care product was also launched, which included the revolutionary active ingredient coenzyme Q10, which is found in human skin and has a strong anti-wrinkle effect. Nivea Visage Q10 instantly became a bestseller, as this product was sold worldwide every two seconds. Later, the company offered this active ingredient in almost all products of the corresponding category, including the NIVEA FOR MEN series.

The state of the company today

Today, Nivea covers a full range of skin care and personal care products. He is active in fourteen different segments of the health and beauty market. More than 300 different products meet consumer needs - from skin care for children to men's cosmetic products. Many of these products are offered worldwide. Currently, a popular brand for the production of men's perfumes is.

In 2011, marks the centenary of the release of Nivea cream, which for decades has been a symbol of trust and the choice of millions of satisfied customers.

Beiersdorf AG is currently headquartered in Hamburg, Germany, and employs over 17,000 people worldwide. Sales in 2010 amounted to 4 billion euros. The company has been listed on DAX since December 2008. Nivea is the world's largest cosmetics brand.

Section 1. The history of the brand.

Section 2. About Beiersdorf AG.

Section 3. Trademark (trademark) Nivea.

Section 5. Cosmetic brand products Nivea.

Section 6. Secrets of Success firms Beiersdorf AG.

Nivea istrademark, including a wide range of cosmetic products for face and body skin care, as well as hygiene products for bath and shower.

Nivea is  symbol of facial care and care.

The history of the brand.

On May Day of 1890, at his home in the German city of Hamburg, the 27-year-old pharmacist Oscar Troplovits looked through the latest issue of the specialized newspaper Pharmazeutische Zeitung. One of the advertisements attracted the attention of a young man. It proposed urgently and inexpensively (for DM70 thousand) to buy a small chemical and pharmaceutical factory together with a warehouse.

Troplovits, a native of a Jewish family who took root in Upper Silesia as early as the 17th century, had been dreaming of his own business all his life. Oscar was so interested in the sale that he decided to write a letter to the advertiser in which he asked for clarification of some of the details he was interested in. The answer was not long in coming. Letter from Paul Karl Byersdorf, a well-known specialist in the pharmaceutical world and, in fact, the owner of the factory, he received in just a couple of days.

From the letter, Oscar learned how eight years ago a pharmacist made a truly revolutionary one - he created the world's first bactericidal patch that can heal wounds without causing even more festering or irritation of the skin. The patch was immediately patented and became the first brick in the foundation of the new organization AG.

However, it was easier to invent the patch than to get people to buy it. The unpredictable Byersdorf simply had no idea how to market the product. In a personal meeting, Byersdorf and Troplowitz asked him the last question: how much does the product advertisement cost. Byersdorf replied that he was not engaged in any advertising and was completely unaware of this issue.

Troplovic understood why the whole unrealized product  he was lying dead in a warehouse, and Beiersdorf AG in the hands of an inept businessman was gradually approaching a financial collapse.

One head is good, and two is better than Troplovits, who at that time was almost twice younger than Byersdorf, turned out to be the exact opposite of his older colleague. Young, assertive, accustomed to taking the maximum out of life, Oscar Troplovits was simply shocked by the approach to doing business at Byersdorf's company. When both pharmacists finished all legal procedures for the transaction on October 1, 1890, and shook hands, the ideas of a new business company were swarming in the head of the new owner of Beiersdorf AG. He already knew that he would launch such an advertising campaign that there would be nothing for customers to do but buy political products by political parties.

Paul Byersdorf himself devoted the rest of his life to pharmaceutical experiments in his private possession in Alton. Then he got involved in some dubious deal and lost almost everything, after which in June 1896 he committed suicide by poisoning himself with poison.

In Troplovice, things were getting better and better. In 1892, he acquired a new building, in which he opened a trading floor. By the way, this building is still the head office of Beiersdorf AG.

Troplovits worked on technology, increased production and struggled to minimize production costs. He offered collaboration to Byersdorf's former partner, the famous German dermatologist Paul Gerson Unna, who, together with Paul Byersdorf, participated in the development of adhesives.

In tandem, Troplovits and Unna received one of the most important patents for Leukoplast, a product that is well known in modern pharmaceuticals under the name bactericidal adhesive plaster. They managed to neutralize the irritating effect of a conventional patch by adding zinc oxide to its composition, which also gave the patch a modern white color.

There was the last moment: with the help of an advertising campaign show invention  the buyer and wait for his reaction. She did not take long to wait - very soon the patches from Beiersdorf AG began to be in great demand in the Republic of Germany, and a few years later around the world.

Another product that Troplowicz invented with Unna was Paraplast, a new kind of medical patch that consists entirely of cotton.

In addition to medical, Beiersdorf AG laboratory received a number of technical plasters that were completely unsuitable for human skin, but turned out to be indispensable, for example, to glue a torn bicycle tire. Thus, on the basis of the new products received, a new organization division specializing in issue  insulating tapes.

About Beiersdorf AG.

Beiersdorf ”- international - the market leader in skin care products. Trademarks (trademarks) owned by Bayersdorf are designed to meet the needs and wishes of consumers: Nivea, 8x4, atrix, Eucerin, Labello, laprairie, JUVENA, FUTURO, Florena, Hansaplast, Elastoplast and Tesa.

The organization was founded in 1882 by Karl Paul Beiersdorf, who created the adhesive plaster and received patent  on its production. In 1890, the organization was bought by a pharmacist, Dr. Oscar Troplovice. Thanks to his research mind and thinking focused on the acquirer  The company's success story began, lasting more than 100 years. Byersdorf's success is based on the knowledge and experience of employees working in the organization.

The company encourages initiative and excellent results, offering ample opportunities for professional and career growth. More than 120 Byersdorf branches operate worldwide. ,   with more than 18 thousand employees.

Beiersdorf AG outstrips L "Oreal and its American rivals The German company Beiersdorf AG has been manufacturing pharmaceutical and pharmaceutical products for a century. Brands Nivea, Tesa and Hansaplast have become sources of decent income for the organization. In the first quarter of 2001, Beiersdorf AG generated more than $ 1 billion in turnover.

The research center of the Bayersdorf company employs more than 150 specialists in the field of dermatology and cosmetology, pharmacology and chemistry. Cosmetic products are being improved thanks to regular laboratory tests and numerous tests. Over the years work  considerable accumulated knowledge and experience.

The Nivea brand has always been priced reasonably. A good example is the Nivea Visage cosmetic line - a series of facial skin care products. Competitive companies often offer similar products at prices several times higher.

The organization is managed by Thomas B. Kwaas (chairman), Peter Nota (brands), Marcus Pinger (), Rolf Dieter Schwalb (finance), Peter Kleinschmidt (Office of work  with staff).

Byersdorf is currently a leading international organization producing cosmetics and medical products. goods, but the cream “Nivea (Nivea)” is considered to be its main brainchild. The blue-and-blue Nivea Creme jar is a symbol of face care and care. Dermatological tests have shown that after using the Nivea cream, the skin is not only smoothed, but also becomes softer and more elastic. Nivea cosmetics (Nivea) is ideal for problem and sensitive skin, because it absolutely does not contain preservatives, but includes only soft and high-quality natural ingredients. In addition, Nivea Creme significantly reduces inflammation and has a pronounced wound healing property.

Troplovits besides Federal Republic of Germany  first imported its products to the United States, and from 1898 established regular deliveries to Vienna. In 1906, one of the Beiersdorf AG offices was opened in London. By the beginning of World War I, new production facilities were opened in Buenos Aires, Copenhagen, Mexico City, New York, Paris and Sydney. Process  The internationalization of the Beiersdorf AG brand was constantly interrupted by world wars, but Troplovice did not care at all. Possessing a strong entrepreneurial spirit and inventive talent, he step by step created from his firm a world trade leader.

Each year, Beiersdorf AG products proved to be another breakthrough. Surprisingly, in most cases Beiersdorf AG managed to achieve explosive success by offering its customers only a more advanced formula for existing products.

Designers Beiersdorf AG came up with a new intricate packaging, and advertisers - the next series of sentimental advertising. Having seen romantic and family-friendly cozy commercials showing the updated products of Beiersdorf AG, customers, fascinated by the new ideas of the organization, began to buy goods they already knew with even greater zeal. Thus, product design has proven to be the cornerstone of Beiersdorf AG's strategy.

Despite success, Beiersdorf AG decided not to dwell on Nivea. Other world-famous brands followed. In 1951, the 8x4 cosmetic series was created, and in 1955, Atrix hand cream.

Beiersdorf AG sought to strengthen its position on the market and through new acquisitions. So, since 1990, in the segment of adhesive plasters, she bought six new brands. With the acquisition in 2000 of the last of them - Elastoplast - Beiersdorf AG became the world leader in the production of adhesives.

Together with internal growth, Beiersdorf AG continued its external expansion. A new goal was Poland, which in just a couple of years turned out to be the fastest growing market for the company.

Ralph Kunisch, the 59-year-old CEO, and since the beginning of 2000 also the chairman of the board of directors of Beiersdorf AG, is proud of how the world relates to his organization. According to Kunisch, Beiersdorf AG never tried to copy business style from others.

Beiersdorf AG came up with its own democratic style and developed its own strategy. At the end of the 20th century, the Germans decided to concentrate their main efforts on one brand, squeezing the maximum out of it. “We never tried to make Nivea an expensive brand. Our brand for everyday use, ”says CEO Beiersdorf AG.

According to Kunish, this circumstance allowed the company to gain a leading position in the market  and with the help of Nivea to create one of the strongest brands in the world. Today in Europe, Nivea has a solid third place in the mass cosmetic market, and fifth in America. In Japan, Nivea has long been a leading brand. The 8x4 Deodorant Division also holds first place and a 40 percent share of the Japanese cosmetics market. In Asian countries, not a single German organization had such a result.

Beiersdorf AG has always worked quite closely with Samurai country. For example, in the early 70s, to increase distribution, Beiersdorf AG merged its distribution network with the Japanese leading pharmaceutical company Kao.

In 1996, Japanese pharmacists turned to the Germans with the proposal  further cooperation. Kao invited Beiersdorf AG to jointly promote their new invention: Hygienic strips for cleaning pores on the nose. "Then we laughed at it the proposal- recalls Kunish. “When the Kao representatives showed product samples, we thought: what kind of nonsense are these Japanese people offering.” And when a year later in the States Kunish saw how popular the very hygienic strips are among young people, he was not laughing. In 1998, the cosmetics market Of Europe  a new one was introduced - strips Nivea Kao Biore Clear Up, on which the joint Japanese-German has already earned $ 37 million.

In 2000, Beiersdorf AG re-launched the Nivea hair care series. The sales of the improved series in just six months after the advertising campaign grew by almost 17% and amounted to $ 59.6 million. In addition, if the consumers of the former Nivea were mostly Germans (64% of all of sales), then after a couple of months and the rest of the European countries  became interested in Nivea hair products. Beiersdorf AG spends about $ 450 million a year on advertising, with more than half of this amount coming from the United States. In the top list of the largest advertisers in the world, Beiersdorf AG takes thirty-first place.

According to the analytical firm AC Nielsen, the Nivea brand occupies 15% of the global market for skincare cosmetics and in this segment is the best-selling brand in the world. In the segment of creams of the mass market, Nivea also ranks first in the world with a market share of 11%. Second place belongs to the famous world leader in cosmetic products L "Oreal.

January and May 2001 saw the latest acquisitions of Beiersdorf AG. The company acquired a 25% stake in the German pharmaceutical company Florena Cosmetic and the consumer goods division of the Irish company Smith & Nephew.

The relationship between Beiersdorf AG and Florena developed during the existence of the GDR. Almost twelve years ago, in alliance with Florena Beiersdorf AG, it launched a new production of the Nivea line, and after famous historical events in Eastern Federal Republic of Germany (Germany)  Beiersdorf AG ceded Florena part of its product lines, enabling a competitor to establish an independent business. Beiersdorf AG is pleased with the new acquisition since in 2000 of sales  Florena increased by 30% to $ 60 million. For comparison: eight years ago Florena's sales amounted to only $ 12 million.

BSN Medical is the name of a new collaborative enterprises  Smith & Nephew and Beiersdorf AG, which coordinates the sales of Nivea products in the Irish cosmetics market, where this brand owns 31.1%. In 2001 company  plans to earn about $ 10 million.

Sales of products under the Nivea brand in the Russian Federation began in 1904, at first it was only soap, and in 1912 the same Nivea cream appeared on the shelves. Russian fashionistas liked the products, however, with the beginning of World War I war  sales in Russian Federation ceased, and again resumed only in the fifties. For a long time, Nivea cosmetics were considered elite and were available to a small circle of people. Now, almost 200 types of cosmetics under the Nivea brand are available to Russian customers, and range  constantly updated.

Bayersdorf Russia opened in 1998 and is responsible for sales, market analysis and distribution of the Nivea brand   in Russian Federation  and countries  CIS. Nivea is a world leader in the category of skin care products and one of the leaders in the cosmetic market of the Russian Federation.

Areas of activity of the organization The Russian branch of Bayersdorf was opened in 1998 and is responsible for sales, market analysis  and distribution of the Nivea trademark in the Russian Federation and the CIS countries.

Trademark Nivea.

In November 2001, the Bayersdorf company celebrates the 90th anniversary of the famous cream "Nivea (Nivea)" in a blue jar. Nivea Creme is the first preservative-free, water-based moisturizer in Hamburg in 1911. The history of the Nivea trademark began with this cream, as well as the history of the take-off of the Byersdorf company itself, which is today one of the largest manufacturers of cosmetic products in the world.

Why do they love Nivea cream so much? There are many reasons. For example, Nivea Creme can be used for any type of skin, it is suitable not only for the face, but also for other parts of the body, it can be used by men, women, and children. Nivea Creme is an ideal moisturizer. Due to its thick consistency, it maintains and regulates skin moisture much longer. It not only moisturizes, but also nourishes the skin, protecting it from moisture loss for a full 12 hours. This effect is achieved due to the unique formulation of the cream, which includes perfectly balanced water and oil components. One of the important components of the cream is eucerite, produced from naturally occurring fats using original technology. It is thanks to it that the skin retains moisture and remains elastic for a long time. In addition, in the snow-white emulsion Nivea Creme there are no conditions for the growth of bacteria. The formula itself (microscopic droplets of moisture is completely shrouded in a fat layer), as well as the production cycle, absolutely exclude the penetration of foreign particles into the cream and the development of microorganisms in its environment. Many Nivea fans use the cream not only as an independent product, but also as the basis for masks.

During World War I war, as a result of the consequences of which the country reigned enormous and there were external problems with other countries. Byersdorf products jumped sharply in price, and sales markets plummeted. This state of affairs did not please Oscar, but he was still able to keep the organization afloat.

Gradually, the country is moving away from shocks, the economic situation is returning to its previous course. And the position of the organization is leveled before the war. At the same time, the role of women in society is changing radically, now they are not fragile and tender creatures, but women who have voting rights, the opportunity to work in industries. Women received almost all the rights that previously belonged only to the stronger sex.

Also underwent the ideal of female beauty. The pale, aristocratic lady was replaced by the ideal of an active, healthy woman. And after this there was an increase in emancipation in advertising: the lines became sharper, the shapes brighter. The economic situation in the country was also difficult. High inflation  brought to the point that by the end of 1923 the Nivea jar was worth more than 100 billion marks.

In 1924, major changes took place, both in the product itself and in its promotion. And the thing was this: the twenties changed public consciousness. At this time, cinema and appear, and the pace of life of the population becomes more dynamic. The actual pre-war image of Nivea products was further and further removed from the spirit of modern times.

For the first time in history market analysis  a decision is made to radically change the image of a trademark (trademark) already known at that time. It was at this time that the famous blue jar appeared with a white inscription “Nivea Creme”, which to this day is evolving and changing under the influences of modern times.

In the entire history of the company, these were truly the most daring changes ever undertaken by the organization’s management in the field of trademark market analysis. The traditional principles of advertising construction were also touched upon - Nivea Creme was now a universal cream for the whole family.

In the 30s, the Nivea trademark (brand) finally established its image as cosmetic products for skin care to protect against adverse environmental influences.

The same time is an active growth in beach holidays, which the organization immediately took advantage of. On the beaches, models of tubes of Nivea cream began to appear, on the background of which competitions were organized and vacationers took pictures with pleasure.

And for the vacationers themselves it was arranged release  The company's new product is a special tanning lotion that moisturizes the skin and creates a beautiful tan on the skin.

In the same years, a new marketing tool of the Bayersdorf organization appeared. Nivea weather calendars are starting to be published, which quickly become popular. With the help of his readers, they could find out the weather for the next two weeks, and the Nivea Creme brand was strengthened in the reader’s subconscious, as a universal skin care cream at any time of the year.

A little later, new products appear in the Nivea product line. They become shaving cream, powder and shampoo. And the main priority of the company, as in previous times, remains beauty and facial skin care. On the cans of Nivea Creme themselves, the inscription "For home and sports" was added, which expanded the scope of the cream.

Thanks to the efforts of Elly Heuss-Knapp (Elly Heuss-Knapp), the image of Nivea remained aloof from the Nazi ideological priority during the Second World War, was engaged in the development of an advertising organization for the Nivea trademark. Advertising, depicting Nivea girls with short haircuts and sportswear, retained all the values \u200b\u200bof peacetime in years of anxiety, suffering and deprivation.

According to the idea of \u200b\u200bEllie Hayss-Knapp, the blue and white colors of the trademark symbolized sunlight with fresh air. She also used these colors for the first time in advertising materials for products - a tradition that has survived to this day.

Ellie Hayss-Knapp began the development of an advertising campaign for the Nivea trademark in 1934 and worked on it throughout the Second World War. After the war, she became the First Lady under the first president of the new Federal Republic of the Republic, Theodor Heuss.

However, the organization made a mistake. They did not register the rights to their brand, which ultimately resulted in high costs for them. The fact was that during the war, many countries appropriated the rights to the Nivea trademark. In order to continue its global expansion, Byersdorf purchased all the confiscated rights to its own brand in other countries. Process  ended only in 1997.

In the 1950s, after the difficulties experienced during World War II, people more hoped for the hope of a change for the better. The main mood in society was optimism and a renewed interest in life.

The well-being of people grew, and people began to travel more and more. Women's fashion has again returned to its former principles and is becoming more feminine, and outdoor recreation is increasingly popular. Nivea slightly changed the positioning of its brand, now it was ideal for skin care not only at home, but also when walking in the fresh air.

In the 60s growth of income  population does not stop besides the general of income  people also got more free time. Camping is becoming more common, and vacation on the beach and in the mountains is generally public.

A beautiful tan of the skin at this time is considered a symbol of a healthy lifestyle. And the organization took advantage of this by launching Nivea sunscreens on the market, further strengthening its position as a skin care specialist. A time of mass sports, relaxation - in tune with this trend, large blue swords appear on the beaches advertising Nivea cosmetics.

With the onset of the 70s, customer preferences are changing. IN Europe  large shopping centers and retail chains are appearing and flourishing, which only stimulates increased competition. At this time, Beiersdorf launched a new advertising company whose goal was to show the high quality and effectiveness of Nivea creams. In the commercials, the essence of the cream - universality was very clearly expressed: in the line of creams there were such, day, night, moisturizing, protective.

Over nearly 100 years of existence, the Bayersdorf organization has opened branches in all countries of the world, and the Nivea brand has become international. However, at the very beginning, sales development was aimed primarily at the local level, within the Republic of Germany.

In people, relevance increasingly aroused individuality, consumers expected an increase in the diversity of the product line. In response to these expectations, the organization releases new product lines, while retaining all the advantages of the brand: excellent quality, acceptable prices  and most importantly, mild skin care.

The growth of the company at this time is not necessary. In the international cosmetics market, the Nivea brand has reached unprecedented heights by those standards, and is becoming one of the largest skin care brands in the world. By guaranteeing customers the high quality of their products, and expanding their lines of business. For example, decorative cosmetics and hair styling products appeared at this time.

Before the advent of new products, long research is first conducted. The research center of the Bayersdorf organization employs more than 150 specialists in the field of dermatology and cosmetology, pharmacology and chemistry.

Today, the Bayersdorf brand includes series for face and body skin care, hair care, bath and shower products, male and female cosmetics, cosmetics for children and, of course, sunscreens. The products are trusted all over the world, and the sales market is more than 150 countries. Buyers in many countries consider the brand to be a truly local brand. However, it is not.

Over 100 years of existence, many changes have occurred, but one thing has remained unchanged. Nivea is a mild skin care.

The German manufacturing company Beiersdorf AG, which owns the well-known cosmetic brand Nivea, is expanding its production facilities in Thailand.

The amount of investments amounted to 10 million, and the capacity was expanded to produce 31,000 tons per year. This move by Beiersdorf AG is “a response to growing cosmetics in Southeast Asia,” said Peter Kleinschmidt, member of the board of directors.

It is interesting, but it is in the Thai market that the Nivea brand holds the best positions in terms of recognition and demand for products.

The first Nivea advertising layout was created by renowned artist Hans Rudi Erdt, who painted in 1912 the poster “Portrait of a Woman with Stars”. He was one of the first artists of the "new generation" to specialize in advertising. Erdt's special style had a huge impact on the German poster art of the twenties. In the Nivea commercial, Erdt used the then universally recognized attributes of the ideal woman - the vulnerable "fragile woman."

The image of an elegant lady in a home boudoir has been replaced by a new story: a woman with a beautiful figure bathing in the sun.

The profile of a woman, made on an advertising poster in 1924, is characterized by romantic features. A downcast look, a trace of a timid smile, fair skin and a complex hairdo - all this corresponded to the image of the vulnerable femininity of that time. However, by 1924, a "new woman" began to appear. This was due to the fact that in many European countries, women first gained the right to vote.

Prior to and during World War II, the famous Nelly Ellie Hayes Knapp was advertising Nivea. She was one of the first women to become famous in the advertising business. For many years, she devoted herself entirely to Nivea advertising.

Ellie Hayes appreciated the success of blue and white colors, open space and the sun in the brand’s advertising and actively used them. White and blue remain the symbol of high quality Nivea to this day.

In the forties, all Nivea advertising layouts around the world addressed sports and leisure topics. They corresponded to the spirit of Nivea and possessed a special charm. The first two posters were issued in England and Sweden. Poster from Britain, dated 1939, creates a lively and harmonious impression thanks to fresh pastel colors and images of active beach games.

Protected by Nivea cream and oil, the young beauty basks in the sun, blowing in a light breeze. The nurse pictured on the poster emphasizes the safety of both Nivea products.

The Swedish Nivea layout was created in 1943. The beach photo looks like a random shot, while very naturally and attractively demonstrates the ideal of beauty of that time.

The graphics of the series of advertising layouts were inspired by the popular pictorial style of the seventies. On them in the style of children's drawings were depicted white and blue jars of Nivea surrounded by wildlife. Each drawing illustrated one of the many benefits of Nivea Cream.

This campaign took place in Europe from 1973 to 1988. More than a hundred advertising layouts had a stunning success

The Nivea international advertising campaign, conducted in the late eighties, showed people in front of the giant Nivea Creme logo, set against a blue sky. These people were very pleased with their life and their skin, showing with all their appearance what their skin needed in order to be so attractive. Parents with children the benefitswomen involved in sports: Nivea's set of life-affirming images and blue skies have made this international campaign very successful. Images speak better than words. However, such campaigns only work if there is an exceptional product - such as Nivea Cream. For decades possessing almost mystical fame and popularity around the world.

In the nineties, priorities changed, romantic feelings and family gained great value. The image of Nivea cream and the spirit of that time were talentedly intertwined in the international harmony blue campaign. In 1992, miraculous moments of human intimacy were captured on mock-ups and in commercials. They left a feeling of tenderness, trust and security.

In a Nivea face-to-face cream television commercial, real feelings appeared by chance. Actors May Saxton and Anthony Bernards priorities  each other during the filming! In the video, they exchanged tender kisses to the accompaniment of the classic sixties composition “I’ve got you, babe”. Their feelings were real, and the kiss was very expressive. In 1993, this video received the prize "Best Advertising Kiss".

In 1996, the first international Nivea website was released.

Long-standing corporate values \u200b\u200band images have been digitized. The site from the very beginning has become more than just a source of of information. In addition to the mandatory official of information  for example, brand history and product information, the web page contained expert advice and electronic games. Thus, Nivea.com was one of the first product sites to use an emotional and entertaining approach to convey brand value to the acquirer.

In 2007, Nivea's global websites underwent massive updates one after the other. Now they look new.

Nivea sites are in 48 countries and translated into 28 languages.

Many local sites in structure and design are adaptations of the international Nivea site, providing a unified view of the brand.

At the same time, each country’s website has its own content. There you can find up-to-date information on the latest promotions and new products. Such sites provide visitors with complete information about all products available in the local market. Among other things, each site provides tips on skin and hair care.

Products of the Nivea cosmetic brand.

At the beginning of the 20th century, Beiersdorf AG, a company operating in Hamburg (Federal Republic of Germany), successfully sold not only Nivea cream, but also other innovative products, including household adhesive tape, medical plasters and the first adhesive rubber plasters. In 1914, the organization worked in 34 countries, and the volume of products manufactured at foreign facilities reached 42% of total sales.

In 1919, the Nivea brand expanded its range. The company began to produce soap. One of the first posters created in 1922 by Anna Lunemann depicts Nivea products, represented by powder, a tube of cream and soap.

In the 20s and 30s, the Nivea product line was supplemented with hair and scalp care products. With the help of Nivea hair milk, the acquirer could take care of his hair, and with the help of Nivea cream, he could take care of the skin. The advertising layout with the packaging of cream, shampoo, powder and Nivea hair milk was made in the style of Art Nouveau. It is dominated by natural and floral motifs.

To replace bizarre Art Nouveau ornaments, more rigorous images began to appear on Nivea jars. A blue jar with a white Nivea logo first saw the light in 1925. This design decision, only slightly changed in the future, has become a timeless design classic.

In the 20s, Nivea cream became very popular. At the same time, rest at sea became fashionable among young people. Young Europeans bathed, sunbathed, actively spent time in the fresh air. The vacationers were very interested in the new Nivea advertising media - huge inflatable tubes. In such an original way, the Nivea brand supported a change in the packaging of its best-selling product, and “refreshed” its advertising image. For everyone was organized competition  photographs and drawings, on the background of a tube Nivea. The most successful works were published in the press.

Nivea Cream has always been a universal product. It protects the skin in various weather conditions, is suitable for the care of children's skin from a very young age, softens stubble before shaving, etc. In the thirties advertising  told the acquirer about these benefits of Nivea Cream.

In the seventies, the “Creme de la Creme” campaign was launched, affirming the leadership of Nivea Cream.

Independent research has demonstrated the superiority of Nivea even over the more expensive competing brands of creams. The main points that were emphasized in advertising are the combination of all aspects of skin care in a cream, effectiveness and quality.

Cosmetic brand Nivea (Nivea) annually expands its own, while guaranteeing excellent quality of all its products. At this moment, Nivea includes a series of face care, hair care, shower products, products for children, men's cosmetics. In the long term, the development of new series: an innovative facial skin care product from the Nivea Visage series - cream with coenzyme Q10, decorative cosmetics, hair styling products.

The Nivea trademark (trademark) is associated with consumers, firstly, with quality, and secondly, with accessibility. Over a century of experience in cosmetology allows you to create new products that meet the highest requirements of customers. In the laboratories of the Bayersdorf organization, research scientists are constantly studying the structure of the skin, developing new programs to preserve youth and beauty of the skin. Together with them, hundreds of chemists, pharmacists and cosmetologists are at the service of beauty and youth. It should be noted that Nivea cosmetics have always been quite affordable prices.

The Nivea brand these days is a huge variety of products. The assortment seems to include everything that may be necessary for personal care. Judge for yourself:

The Nivea Visage series of skin care products includes lotions and creams for mature skin (DNA cream) and a special line for young problem skin. An innovative product that has already become a bestseller - cream with coenzyme Q10,   possessing a powerful anti-aging effect. Series Tools Q10 plus  also contain coenzyme R.   For reference, coenzymes are fat-soluble vitamin-like substances that are contained in one or another amount in each cell of our body. With age, the content of coenzymes decreases, and therefore the skin loses its elasticity. Nivea Q10 creams have been clinically tested, and their effectiveness has been proven by dermatologists.

The Nivea Hair Care line includes shampoos and balms, hair masks that act thanks to vitamin complexes not only on the hair, but also on the scalp.

Nivea Bath Care - a gentle, fragrant shower and bath products that can turn bathing into real bliss.

Nivea Deodorant are both ball and solid deodorants, as well as sprays for women and men. An interesting novelty is the Nivea Pearl & Beauty deodorant with natural pearl extract, which not only protects against sweat, but also makes the skin beautiful.

Nivea Sun Care - a line of tanning products, after-sun care, to protect children's skin from the sun. With the means of “Tan without the sun” your skin will get a golden hue in just a few minutes.

Nivea Body - body lotions with vitamins, with almond oil, with shea butter and shea butter.

Good-bye Cellulite gel cream contains the active ingredient, L-carnitine, which breaks down fats, and promises a significant reduction in the manifestations of cellulite in a month.

The Nivea For Men series is not only shaving cosmetics that has gained immense popularity in the world, but also cleansing and moisturizing programs designed specifically for men's skin. There is even a regenerating cream for men's skin with coenzyme Q10 and vitamins.

Nivea Intimate is one of the last areas of the trademark. Includes Nivea Intimo Gel with Natural Chamomile Extract and Wet Wipes for Intimate Care.

Perhaps, all Nivea cosmetics cannot be covered, because there are also series for hands and lip care, a special direction for babies and a whole gamut of NiveaBEAUTE decorative cosmetics. And outside of the series - interesting “little things” like gel pads for tired eyes, bactericidal strips for cleansing pores on the nose and matting wipes. And all this diversity is a trademark Nivea, which has won the love and trust of customers around the world.

More than 100 years of success, 11 billion sold cans of Nivea Creme ... The existence of the Bayersdorf concern is inextricably linked with the main events of the 20th century. The First and Second World War, dynamic 60s, a scientific breakthrough of the 90s, unique technologies of the 21st century - all this was reflected in the activities of the largest enterprise, the cosmetology giant, whose main brainchild is the Nivea brand. The history of the Nivea brand is not just the history of the company, This is the story of an era.

The secrets of success for Beiersdorf AG.

First, it all started with a scientific discovery. This often happens in business. For example, we all know that the Heinz company path began when Henry Heinz invented ketchup, which the world simply did not know before him. Michelin began its story with the fact that the brothers created a wheel that could calmly overcome road obstacles, such as scattered nails. Sergey Brin and Larry Page presented the revolutionary search algorithm during which he was born. Nivea introduced the cream.

The second important moment in the history of the organization was active advertising. Good advertising, which has always been popular, has been discussed and attracted new customers. It turns out that there was a good product, a good analysis of the state of the market, always a good design.

What else? A number of similar products in one area for the care of appearance. All this clearly positioned the brand as a means for skin care, and then just for appearance (when shampoos began to appear). Nivea has firmly taken a place in the hearts of consumers in a specific niche. It seems to me that this is all the main factors of the company's success, which ensured the Nivea brand such a successful position.

Of course, one should not forget another important point that the famous Jack Trout would definitely pay attention to. Nivea was the first in its field. Largely due to all the same revolutionary discovery, made, incidentally, not within the walls of the organization.

Being a recognizable brand in the modern world is worth a lot. New brands appear, cosmetic brands multiply, but despite this, consumers still do not forget about the good old, long-known and proven. One of such names is the German brand Nivea, which almost 100 years ago unexpectedly “shot” on the cosmetic market, and has since grown to immense size. But his story began with just a jar of cream, which, by the way, is still available and is considered a real symbol of the company.

Sources

Nivea.com - Nivea - official site

luxemag.ru - The World of Rozkosh

modamarket.in.ua - Fashion market

brandpedia.ru - Available About Brands

en.wikipedia.org - Wikipedia, the free encyclopedia

evolutsia.com - Evolution

cosmomir.ru - Cosmomir

wapedia.mobi/ru - Wapedia

Nivea.ru/magazine - official site Nivea

world-cosmetics.ru - All about cosmetics

Beiersdorf AG.com - Beiersdorf AG - official website of the organization

discount.ua/brand-125.html - Any purchase with a price reduction

The eighties were marked for the world by a new change - a single economic community was created. For the company, this only benefited, as access was open to those markets where there was no Nivea product line.

Worldwide fame in many countries of the world, the Nivea brand conquers by the end of the 50s. And at the same time, all cosmetics are combined under the common name - Nivea.

“The marketing strategy of Beiersdorf AG is different from competing companies,” Kunisch recently told Tagesspiegel, a German magazine. - L "Oreal promotes French elegance, and American organizations are striving to make fashion brands out of their products."

by reducing the price of the year, Troplovits created the new Hansaplast brand. Leukoplast and Hansaplast sold at fundamentally low prices. Adherence to this tactic has helped Beiersdorf AG to become a company of international importance relatively quickly.

Encyclopedia of the investor. 2013 .

1986

Today, men have a huge choice of skin care products. But 90 years ago, men's skin care came down mainly to soap and water. The situation has changed in many respects thanks to NIVEA. After the creation of shaving cream and soap, NIVEA became the founder of yet another skin care product: in 1980, NIVEA alcohol-free after shave balm appeared on store shelves. Soft after shave balm quickly won the sympathy of men, which once again proved that men also need their own skin care products. The next innovative breakthrough occurred in 1986, when NIVEA MEN appeared - the first line of care products designed specifically for men, taking into account the characteristics of their skin. NIVEA Men products quickly settled in the men's bathrooms, and today the range includes creams, shampoos, hair styling products, shower and body care products, face products and anti-aging products.

NIVEA for gender equality: men discover skin care products

In the 1980s, NIVEA developed many skin care products for men, and they instantly became popular.

NIVEA produces the first alcohol-free after shave balm, which is not irritating, but, on the contrary, soothing and softening the skin after shaving.

Gel, soap or cream? Multi-mode clipper or 3D shaving system? In those days, men were not yet spoiled for a wide range of shaving products, but NIVEA Shaving Cream was a great start.

1998

The older generation is gaining a new sense of self-confidence. They have money, a sense of their own youth and high demands regarding the quality of life. This mood extends to skin care. The NIVEA Research Department identifies the relationship between aging and changing skin needs. The result is a new line of mature skin care products. For the first time in history, care products have been created specifically for women over 50. Progress does not stand still: computer technologies and visualization methods are developing, which allows a different look at the skin and the processes occurring in it. The NIVEA Research Center is making new discoveries about the structure and functions of our skin. Thanks to the data obtained, in 1998 Beiersdorf was among the first to develop a cream based on a component that is present in the skin in a natural state. In subsequent years, NIVEA uses coenzyme Q10 in almost all categories of manufactured products: from the NIVEA For Men product line for men to NIVEA Sun.

This is a revolution in the world of skin care products: the first NIVEA cream with coenzyme Q10

Q10 is becoming a key component of many skin care products.

In 1998, NIVEA researchers made a revolutionary discovery in the fight against wrinkles.

NIVEA is developing a cream that contains the active enzyme in our skin - coenzyme Q10.

2011/2014

We value our radiant, well-groomed appearance more and more, and our life is becoming more dynamic and intense. But, despite the speed and stresses of modern life, with NIVEA you do not have to give up pleasant moments devoted to taking care of yourself. After all, NIVEA has developed a line of innovative products that give first-class care with minimal time. As a result, in 2011, the first line of NIVEA deodorants appears. Invisible protection for black and white, practically leaving no white marks on dark clothes and yellow spots on light clothes. It was a real breakthrough!

Soon another discovery followed: in 2014, a washable body conditioner appeared on store shelves. This tool fits perfectly into the daily hygiene procedures of modern men and women and saves a lot of time, because it can be applied very quickly right in the shower. Now your every day is filled with first-class skin care!

Revolutionary stain-free deodorant technology

In 2011, an innovative deodorant with prolonged action (up to 48 hours) appeared on the shelves, leaving no residue and taking care of your skin: NIVEA Invisible protection for black and white.

The first NIVEA body lotion to use right in the shower

In 2014, Beiersdorf researchers invented a new way to apply the cream simply and quickly: a body conditioner for use in the shower. This revolutionary body care product in the shower has found a lot of positive feedback. Soon after, a whole line appeared

Today and tomorrow

In 1911, NIVEA began its victorious procession with one cream, and today the company offers a huge assortment of more than 500 products. Over the years, NIVEA has introduced many innovative skin care products to the world. And the news continues to appear. When creating the line * Natural Balance * NIVEA takes care of the environment, because this problem is very close to many people. This is the first NIVEA line with predominantly natural ingredients, including those grown in organic farming. In addition, active balls with anti-wrinkle serum NIVEA Q10plus appeared on the shelves; the concentration of coenzyme Q10 - an important component of our skin - is significantly higher in them than in other anti-wrinkle products of the NIVEA Q10plus line. Yesterday, today and tomorrow - NIVEA has always been, is and will be the gold standard among skin care products. Read also about other important moments in the history of the famous brand of skin care products: FROM THE FIRST DAY - A STEP AHEAD

Success Story Continued

The NIVEA Research Center is working to create a new generation of active ingredients, which means that in the future, our customers will have the opportunity to choose among various high-quality and effective skin care products.

Vintage advertising from 1985 to the present

The famous brand Nivea for a century has maintained its popularity with consumers. During this time, a huge number of items of body care products, face, hands. The brand has become famous for its high-quality compositions of deodorants, shampoos, shaving products and skin care after shaving. The world giant Nivea produces quality products, the composition of which is constantly improving.

Products of this brand are not sold in your city. Cities where you can buy:
Chelyabinsk

Nivea: perfection in form and content

Currently, the brand specializes in the production of the following cosmetics, which you can buy in the Gradmart online store:

✔ shower and bath products. This category includes shower gels, moisturizing gels and scrub products. Also in a large assortment of elite types of liquid soap, means for intimate hygiene. All products are dermatologically tested;

✔ body and hand skin care products. Creams, scrubs, nourishing masks, lotion, conditioners for the body will help the skin remain well-groomed and healthy at any age;

✔ product line with deodorizing properties. A variety of solid, ball deodorants, antiperspirants for men and women for a long time keep the body fresh;

✔ face care products. The most popular face cream in a round jar with a blue lid continues to be a bestseller for decades. Excellent quality, affordable cost, excellent moisturizing properties make this tool universal. The manufacturer also produces creams with chamomile extract, BB care products (masking imperfections), skin milk, eye creams, makeup removers, etc.

✔ line of hair care products. Shampoos, conditioners for dry, oily, dyed hair, anti-dandruff products, conditioners, conditioners and conditioners make hair look perfect and well-groomed;

✔ lip care products, creams with protective properties against ultraviolet radiation, means for and after shaving (foams, gels, creams).

Nivea cosmetics is a guarantee of consistent quality of balanced formulations, convenient and attractive modern packaging. These products can be purchased as a gift to a loved one or yourself - you will not lose with the choice. Gradmart offers free and fast delivery of all selected cosmetic products, do not miss the chance to become the owner of excellent Nivea products now!