History of the Nivea brand. Brands Continuation of the success story

In 1882, a new era began in the cosmetics industry and the world of beauty - pharmacist Paul Karl Beiersdorff founded the company and named it in his honor. However, Beiersdorf owned the company of the same name for only eight years, and then sold it to businessman Oscar Troplowitz, who, together with dermatologist Paul Unna and pharmacist Isaac Lifschetz, created a skin cream based on a revolutionary moisturizing emulsion.
This is how the famous NIVEA cream came from the Latin “nivius” - snow-white.
The first box in which the cream was packaged in 1911, like one hundred and three years later, was tin and round. It was decorated in the Art Nouveau style that was then defining the general aesthetic context.

In general, the history of the NIVEA brand is closely connected with the visual component. Product advertising posters are as famous as the world famous blue can design.

In 1914, more than one and a half million people worked at NIVEA brand factories in 34 countries. The company gradually expanded its product range, producing shampoos, soaps, and styling products.

Already in 1909, NIVEA produced lip care products. The brand proceeds from the fact that everything in a person should be beautiful - skin, hair and, of course, lips. It seems that before, none of the cosmetic brands thought about the fact that women's lips require special care.
Thus, NIVEA becomes an innovator and trendsetter in the next direction for the next hundred years.

The post-war fifties marked the heyday of the brand.

NIVEA produces products in the following areas: skin cream that protects against cold, wind and bad weather, sun cream, a line of cosmetics designed specifically for children and, of course, hygienic lipstick.

The main component of NIVEA products all this time remains eucerite, developed by Troplowitz in 1911 - a unique substance capable of combining water, oil and active components.

For more than a hundred years, the NIVEA brand has remained a leader in the production of skin care products, constantly improving technology and introducing new products to the market. One of the company's latest achievements is a line of lip care oils with three different attractive flavors that will help keep your lips smooth and beautiful at any time of the year.

Many families have counted NIVEA as a close friend for over 100 years, supporting them with clean, simple, carefully selected ingredients.

Introducing NIVEA Cream

Everyone is familiar with the blue box, white cream and inimitable aroma. In fact, this cream is loved by many generations around the world for its moisturizing properties, a truly unique scent that has become synonymous with protection, care, trust and happiness.

History of NIVEA skin care

The history of NIVEA dates back to 1890, when Dr. Troplowitz acquired a laboratory for dermatotherapeutic drugs in Hamburg. Here Dr. Troplowitz worked with scientific advisor and professor of dermatology Unna to create the first water-oil emulsion.

They created a new cream base called Eucerit®. It is a wax found in sheep's wool that acts as an emulsifying agent. With the help of this additive, oil and water are bound into a stable compound, which is how the basis of a snow-white cream first appeared. Previously, emulsions responded to temperature changes by separating into independent water and oil.

The resulting cream, enriched with lipids, oils and having a unique scent, was released in 1911. This marked the beginning of the history of a brand that has no equal.

Effects of NIVEA cream

When NIVEA Creme was first released, it created a lot of buzz; this was due not only to the novelty of the product, but also to its packaging.

The use of a special machine to pack cream into aluminum jars was a historic moment, marking a turning point in the modern cosmetics industry.

It is not surprising that snow-white cream instantly became very popular. The formula was used not only to make a body emollient, face cream and hand cream, but also to care for children's skin, since the composition was so gentle. Before NIVEA Creme was introduced to the market in 1911, the only alternatives were water, soap and powder.

Three years later, NIVEA Creme was sold in 34 countries. Today it is still NIVEA's best-selling product. Since its first appearance on the market, over 15 billion jars of cream have been sold.

Did you know about this before?

No NIVEA cream is more versatile than NIVEA Creme.
NIVEA Creme protects against the cold by creating a protective layer on the skin.
NIVEA Creme is suitable for all skin types.
NIVEA Creme acts as a hand cream, face care product, and body moisturizer.
NIVEA Creme is more than a cream, it is your skin's best friend and protector.

1986

Today, men have a huge selection of skin care products available to them. But 90 years ago, men's skin care was mostly soap and water. The situation has changed largely thanks to NIVEA. After creating shaving cream and soap, NIVEA became the founder of another skin care product: in 1980, NIVEA alcohol-free aftershave balm appeared on store shelves. The gentle aftershave balm quickly gained the liking 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 developed specifically for men, taking into account the characteristics of their skin. NIVEA Men products quickly found their way into men's bathrooms and today the range includes creams, shampoos, hair styling products, shower and body care products, facial products and anti-aging products.

NIVEA for gender equality: men discover skincare products

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

NIVEA launches the first alcohol-free aftershave balm that does not irritate, but rather soothes and softens the skin after shaving.

Gel, soap or cream? Multi-mode clipper or 3D shaving system? Back then, men weren't yet spoiled for choice when it came to 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 expectations regarding quality of life. This sentiment extends to skin care. NIVEA Research identifies the relationship between aging and the changing needs of the skin. The result is a new line of products for the care of mature skin. For the first time in history, skincare products are being created specifically for women over 50. Progress does not stand still: computer technologies and visualization methods are developing, which allows us to take a different look at the skin and the processes occurring in it. The NIVEA Research Center is making new discoveries about the structure and function 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 naturally present in the skin. In subsequent years, NIVEA uses CoQ10 in almost all product categories: from the NIVEA For Men line to NIVEA Sun sunscreens.

A revolution in the world of skin care: NIVEA's first cream with Coenzyme Q10

Q10 is becoming a key ingredient in many skin care products.

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

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

2011/2014

We value our radiant, well-groomed appearance more and more, and our lives become more dynamic and stressful. But despite the speed and stress of modern life, with NIVEA you don't have to give up pleasant moments dedicated to self-care. After all, NIVEA has developed a line of innovative products that provide first-class care with minimal time investment. As a result, in 2011, the first line of NIVEA deodorants appeared: Invisible protection for black and white, leaving virtually no white marks on dark clothes and yellow marks on light clothes. It was a real breakthrough!

Another discovery soon followed: in 2014, a rinse-off body conditioner appeared on store shelves. This product fits perfectly into the daily hygiene routine 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 technologies for the production of non-staining deodorants

In 2011, an innovative long-acting deodorant (up to 48 hours) appeared on the shelves, leaving no residue and caring for your skin: NIVEA Invisible protection for black and white.

The first body lotion from NIVEA that you can use directly in the shower

In 2014, Beiersdorf researchers invented a new way to apply cream quickly and easily: a body conditioner for use in the shower. This revolutionary in-shower treatment has received a lot of positive feedback. Soon after this, a whole line appeared

Today and tomorrow

In 1911, NIVEA began its victorious march with one cream, and today the company offers a huge range of more than 500 products. Over the years, NIVEA has introduced the world to many innovative skin care products. And new products continue to appear. When creating the *Natural Balance* line, 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 farms. 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 than in other anti-wrinkle products in the NIVEA Q10plus line. Yesterday, today and tomorrow - NIVEA has always been, is and will be the gold standard in skin care. Read also about other important moments in the history of the famous skin care brand: FROM DAY ONE - A STEP AHEAD

Continuation of the success story

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

Vintage advertising from 1985 to today

Brand: Nivea

Industry: cosmetics, parapharmaceuticals.

Products: cosmetics.

Owner company: Beiersdorf AG

Year of foundation: 1882

Headquarters: Hamburg, Germany

Performance indicators

	Volume of sales	Gross profit	Net profit	Amount of assets	Equity	Number of employees
			Profit after tax







2016	6,752	3,978	727	7,573	4,677	17,934
2017	7,056	4,146	689	8,205	5,125	18,934

Nivea brand value according to companies:

	Interbrand, $ billion	Millward Brown Optimor, $ billion	Brand Finance, $ billion

2015	2,692	6,488	5,322
2016	n/a	n/a	n/a
2017	n/a	n/a	n/a
2018	n/a	n/a	n/a

history of the company

The company was founded in 1882 by Karl Paul Beiersdorff, who created the adhesive plaster and received a patent for its production. In 1890, the company was purchased by pharmacist Dr. Oscar Troplowitz. His investigative mind and customer-focused mindset began the company's 100-year success story.

There are more than 120 Beiersdorf branches worldwide, with more than 18 thousand employees. The Russian branch of Beiersdorf opened in 1998 and is responsible for sales, marketing and distribution of the NIVEA brand in Russia and the CIS countries. However, sales of products under the NIVEA brand in Russia 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, but with the outbreak of World War I, sales in Russia ceased, and 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 the assortment is constantly updated.

The NIVEA brand produces skin care products and is one of the leaders in this category.

Brand history

The NIVEA story begins with the sensational discovery of Eucerit, the first oil-in-water emulsifier. The discovery of Eucerite made it possible to create the first stable, water-oil-based moisturizing emulsion.

In 1911 The owner of the Beiersdorf company, Oskar Troplowitz, in collaboration with pharmacist Isaac Lifschtz and dermatologist Paul Unna, began developing a skin cream based on this emulsion. In December of the same year, the world's first long-lasting skin moisturizer appeared on the market. Troplowitz named this cream NIVEA from the Latin word "nivius", which means "snow-white".

The first NIVEA jar was intricately designed in the Art Nouveau style, in keeping with the trends of the time. This design of the jar corresponded to the image of most women of those years - fragile, airy, sophisticated.

This is how the history of the world famous NIVEA brand began.

The result of many years of intensive research by Dr. Lifshetz was the discovery of the emulsifier. The emulsifier allowed water and oil to be mixed to form a stable water-oil emulsion. Before this discovery, the basis of cosmetics were animal or vegetable fats. This greatly reduced the service life of cosmetic products, as fats quickly deteriorated.
Realizing that the emulsifier opened up enormous opportunities for the development of cosmetics, Lifshetz named it Eucerit, which means “fine wax.”

The Beiersdorf company was purchased in 1890 in Hamburg (Germany) from its founder Karl Beiersdorf.
Enterprising businessman Oscar Troplowitz by 1911. Already successfully marketed a line of body care products, and was also involved in the development and production of the first self-adhesive tapes and adhesive plasters.
Today, Beiersdorf is a leading international corporation in the production of cosmetic products, medical products and self-adhesive tapes.

In the 1930s, the NIVEA brand strengthened its image as a series of skin care products for protection against adverse environmental influences. During this period, the Beiersdorf company begins to produce a special tanning lotion, which makes the connection between skin care and a beautiful tan even more obvious.
In the same years, the Beiersdorf company began to publish a weather calendar from NIVEA. With its help, readers learned the weather forecast for the next two weeks. This marketing move helped to strengthen the image of NIVEA Creme in the minds of consumers as a universal cream for skin care at any time of the year.
Also, in the thirties, the NIVEA brand introduced new products to the market such as shaving cream, powder and shampoo. The focus of the brand continues to be beauty and facial skin care. It was at this time that the inscription “For home and sports” appeared on NIVEA Creme jars.

After the difficulties of the Second World War and the post-war period, people of the 50s lived in hope of change only for the better. The main mood in society was optimism and a renewed interest in life.
As prosperity grew, people began to travel more. Women's fashion has become feminine again, and outdoor recreation is increasingly popular. NIVEA Creme was the ideal skin care product not only at home, but also while walking outdoors.
In the 50s, NIVEA brand products had already become known in many countries around the world. NIVEA becomes a generic brand name for a large number of skin care products.

For almost a century, Beiersdorf has had international subsidiaries, and NIVEA has been an international brand since its inception. However, sales development was initially aimed at the domestic market, and marketing policy was primarily focused on domestic consumption.
In the 80s, the world transformed into a single economic community, and NIVEA became a brand with a worldwide reputation. However, an individual approach is becoming increasingly important. Consumers expect an ever-increasing variety of product lines. In response to these expectations, NIVEA is adding new product lines to its range, while maintaining the core strengths of the brand: high quality, reasonable prices and gentle skin care.

With the growing desire of consumers to increasingly emphasize their own individuality, the range of goods and services offered on the market is increasing. Take television, for example: the limited selection of programs from the 60s cannot be compared to the truly limitless variety of television channels available today. The same thing is happening with NIVEA: currently, the brand’s assortment includes products for various skin and hair types, creams with different sun protection factors - everything that no one dreamed of 10 years ago.

The nineties were a very successful decade for NIVEA. The lifestyle of the 80s contributed to the return of society to family values, belief in the existence of true feelings and sincerity. The core values promoted by the NIVEA brand are becoming popular again. In the international cosmetics market, NIVEA reaches unprecedented heights and becomes one of the world's largest skin care brands. Continuing to guarantee consumers the high quality of its products, the NIVEA brand is expanding its range in new areas such as decorative cosmetics and hair styling products. In addition, the NIVEA Visage series produces an innovative facial skin care product - cream with coenzyme Q10.

The Beiersdorf research center employs more than 150 specialists in the fields of dermatology and cosmetology, pharmacology and chemistry. Cosmetic products are improved through regular laboratory research and numerous tests. Over many years of work, a significant amount of knowledge and experience has been accumulated.

The NIVEA brand has always been distinguished by its reasonable pricing policy. A good example is the NIVEA Visage cosmetic line - a series of facial skin care products. Competing companies often offer similar products at prices several times higher.

Today, the NIVEA brand represents a series of products for face and body skin care, hair care, bath and shower products, men's cosmetics, cosmetics for children, as well as sunscreens. Sold in more than 150 countries, NIVEA brand products are trusted, and very often customers are convinced that NIVEA is a local brand. The Beiersdorf company regards this as a compliment.
Over the course of almost 100 years, the brand has undergone various changes, but the positioning has remained unchanged: NIVEA is gentle skin care.

In 2015, Nivea won a case against Moncalieri, which produces the Turin-based Neve bio-cosmetics, which is popular among young people.

More than a hundred years have passed since the appearance of the first NIVEA cream; this event marked the birth of a company that later became one of the most famous cosmetic brands in the world. The company's history dates back to 1890, when Dr. Oscar Troplowitz acquired the Hamburg laboratory of Paul Bayeresdorff, and Troplowitz's scientific advisor, Professor Unna, shared with the doctor his knowledge of an innovative emulsifying component called Eucerit.

Having united, these people created the world's first cream on a sustainable water-oil base. In 1911, NIVEA cream, revolutionary for that time, went on general sale. This cream received the name NIVEA because of its snow-white color; translated from Latin, “nivea” means “snow-white”. In addition to oicerite, which served as a component that binds oil and water, the first NIVEA cream included glycerin, a small amount of citric acid and aromatic oils of rose and lily of the valley. The cream was sold in small round yellow jars. Despite regular technology updates, the basis of the NIVEA cream formula has not undergone significant changes over the past hundred years.

Today, hundreds of types of cosmetic products for face and body skin care are produced under the NIVEA brand; not so long ago, NIVEA also launched a line of decorative cosmetics. Among the huge variety of NIVEA products you will find body lotions, deodorants, hand care lines, anti-aging ranges and products for daily skin care. The NIVEA anti-aging product line is available with the q10 label. Among other things, one of the distinctive properties of NIVEA products is the presence of cologne in the product. Products for daily body skin care are especially loved by customers all over the world.

Express Hydration Body Lotion

This milk perfectly moisturizes and nourishes the skin. In addition to moisturizing components, the product contains sea minerals. The milk is intended for daily care of normal skin. Apply regularly after shower or bath to keep your skin hydrated twenty-four hours a day.

Body milk UV Protect Lotion

Milk with sunscreen protects the skin from the harmful effects of ultraviolet radiation. The milk contains moisturizing components and a double photo filter.

Softening body milk Smooth Milk

This product is intended for daily skin care. bodies. The milk contains nourishing shea butter. The formula of this product, enriched with nourishing and moisturizing components, prevents dry skin, makes it soft and beautiful for a long time.

Among the products for softening and moisturizing the skin from NIVEA, Body Milk Nourishing and Happy Time Body Lotion with bamboo milk and a delicate orange aroma are also very popular.

Nivea Q10 anti-aging series

Nivea Q10 line products contain a set of vitamins, enzymes and antioxidants that increase skin elasticity and help make wrinkles less noticeable. The series includes the following products:

Nivea Q10 Anti-Wrinkle Cream Day Solution

The cream contains UVA and UVB filters. Harmful exposure to sunlight is one of the main factors in skin aging, sun filters protect the skin from ultraviolet rays and reduce dark circles under the eyes.

Nivea Q10 Anti-Wrinkle Cream Night Care

The action of Nivea Q10 night cream is aimed at combating free radicals, which are also to blame for the aging of our skin. The cream perfectly moisturizes the skin and saturates it with the necessary moisture. The nourishing formula visibly smooths and conditions skin overnight, so you wake up to beautiful, rested, smooth skin.

Nivea Q10 Anti-Wrinkle Cream Cleansing Milk

The soft formula of this product perfectly cleanses the skin of impurities and makeup residues; in addition, the milk refreshes and evens out the complexion.

NIVEA Daily Essentials series of daily skin care products

NIVEA Daily Essentials cosmetics are theoretically designed for the age group from eighteen to thirty-five years, but in fact these products can also be used by older women. All products in this series are aimed at intensive skin hydration, and sufficient hydration is the key to beautiful and healthy skin at any age. NIVEA Daily Essentials is designed to suit your skin type and includes essential products to cleanse, tone and moisturize your skin.

NIVEA Daily Essentials are formulated with simple yet incredibly beneficial ingredients. NIVEA Daily Essentials creams, lotions, mousses and tonics are presented in three lines: for normal and combination skin, for combination and oily skin, and for dry sensitive skin. For each type, a specific color marking has been developed. On the packaging you will definitely find the original NIVEA logo and a list of ingredients included in this or that product.

For complete daily facial skin care with NIVEA Daily Essentials, you will only need four basic products: cleansing mousse or milk, toner and moisturizing cream in day and night versions.

Day face cream NIVEA Daily Essentials contains SPF 30+ protective filter. It is noteworthy that it was NIVEA that introduced the first cosmetics with sun filters.

Active moisturizing components Hydra IQ saturate the skin with moisture from the inside. Hydra IQ stimulates the cellular structures that are responsible for saturating the skin with moisture. Standard moisturizers only work on the surface of the skin, without affecting the deeper layers. Hydra IQ, a NIVEA patented component, is a combination of glycerin and glucose, and this substance not only helps to hydrate the skin on the surface, but also stimulates the processes of moisture production in skin cells.

In each NIVEA Daily Essentials series you will find cleansing facial wipes. If you don't have access to wash your face or remove your makeup with makeup remover, these wipes will come in handy.

Any woman, regardless of age, will be able to find something to suit her taste in the NIVEA cosmetics collection. The optimal combination of price and quality is not the last factor that determines the choice in favor of NIVEA products.