Nivea
Body Care / Man Care / Skin Care / Sun Care / Toiletries
Today, consumers especially recognise the traditional NIVEA Creme for its blue tin. However, looking back to the beginnings of the NIVEA brand in 1911, the creme was originally packaged in a yellow...
Today, consumers especially recognise the traditional NIVEA Creme for its blue tin. However, looking back to the beginnings of the NIVEA brand in 1911, the creme was originally packaged in a yellow tin until, in 1925, the blue tin with its everlasting contemporary design was introduced. Dr. Oscar Troplowitz, who acquired Beiersdorf from its founder Paul C. Beiersdorf in 1890, gave the newly developed white cream the name ‘NIVEA’, derived from the Latin adjective ‘niveus/nivea/niveum’, meaning ‘snow white’. Over the decades, both its scent and texture remained largely the same which is certainly one of the various success factors of the brand. Within the 1920s, NIVEA launched its first big advertising campaign in Germany, starring three young brothers that incorporated all brand elements NIVEA wanted to communicate to its customers: healthy, cheeky and fresh-looking faces. The campaign became a huge hit in 1924 and the NIVEA Boys were soon joined by the NIVEA Girls. In the 1930s, another action to increase brand awareness among consumers has been launched in Germany: The NIVEA Ball. Originally created as a 3D version of the traditional blue NIVEA Creme tin, the ball was designed to help people make the most of their leisure time outdoors. During the 1950s and 1960s, the blue ball started to take off and became a must-have holiday accessory when people started to spend their money on beach holidays during the post-war period. Over the last 40 years, NIVEA produced over 20 million NIVEA Balls for people around the globe, making it an active international brand ambassador.Brand Details
Founder
Oskar Troplowitz
Brand Strategy
Market segment
Mass Market
Core business
Beauty
Targets
Men, Women, Kids
The financial data for this brand is limited.
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