Nivea

German brand of skin care products

For other uses, see Nivea (disambiguation).

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Nivea

Logo used since 2021, a mix of 1934 and 2011

Product type| Skin and body care
Owner| Beiersdorf AG
Country| Germany
Introduced| 1911; 114 years ago (1911)
(as Nivea)
Related brands|

* Eucerin
* Aquaphor
* Labello
* Coppertone

Markets| Worldwide
Website| nivea.com

Nivea (German pronunciation: [niˈveːa] ⓘ,[1][2] stylized as NIVEA) is a German personal care brand that specializes in skin and body care. It is owned by the Hamburg-based company Beiersdorf Global AG, who also makes the Eucerin brand. Nivea comes from the Latin adjective niveus meaning "snow-white".[3][4]

In the 1930s, Beiersdorf produced various products such as tanning oil, shaving cream, shampoo, facial cleanser, and toners. During World War II, the trademark "NIVEA" was expropriated in many countries. After the war, Beiersdorf repurchased the rights. During the 1980s, the NIVEA brand expanded into a wider market.

## History

[edit]

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Paul Beiersdorf established Beiersdorf AG on 28 March 1882. Beiersdorf collaborated with dermatologist Paul Gerson Unna to produce gutta-percha plasters in his laboratory based on his patent, laying the foundations for modern plaster technology.[5] In 1890, pharmacist Oscar Troplowitz took over the company and collaborated with Unna, who recommended Isaac Lifschütz, inventor of the lanolin-based emulsifier Eucerit, which was patented in 1900. Nivea soap was released in 1906, and in 1911, its signature creme was introduced.[5][6]

### Timeline

[edit]

* 1900: Patent application for Lanolin, an emulsifying agent. Eucerit was the basis for Eucerin and, later on, for NIVEA Creme.
* 1906: The first overseas branch was established in London.
* 1909: Labello was launched on the market. It was the first lip care product in sliding tube packaging. "Labello" is derived from the Latin for "beautiful lip" (labea = lip; bello = beautiful).
* 1911: NIVEA Creme – the first stable water-in-oil emulsion – was introduced. The emulsifying agent Eucerit is made from lanolin, found in sheep's wool, and is the key to NIVEA Creme's unique properties.[7]
* 1918: The deaths of Oscar Troplowitz and his partner Otto Hanns Mankiewicz resulted in the formation of a formal company on 1 June 1922.[8]

### 1920s

[edit]

Nivea (1924–2010)

* 1922: Willy Jacobsohn took over as chairman of the executive board of the newly formed stock corporation. The first self-adhesive plaster was introduced under the name Hansaplast.
* 1925: NIVEA is relaunched in a new packaging: a blue tin with a white logo.
* 1928: Beiersdorf shares were listed on the Hamburg stock exchange for the first time. Over 20 production sites worldwide were already in operation.

### Nazi period in Germany and aftermath

[edit]

* 1933: Under pressure of 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.[9]
* 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.[9] 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.

### Rest of 20th century

[edit]

Nivea Lotion

* 1950: ph5 Eucerin was launched on the market. This innovative ointment emphasizes the importance of the skin's own natural protective acid barrier in maintaining good skin health.
* 1951: The first deodorizing soap, 8x4, was introduced. During the 1950s and 1960s, the brand was extended into a product family.
* 1953: NIVEA milk, liquid NIVEA Creme in a water-in-oil emulsion, was introduced "for all-over body care".
* 1955: Beiersdorf launched a

protective hand cream called "atrix" on the market.

* 1974: Beiersdorf diversified its business and introduced a divisional structure. Currently, the divisions are cosmed, medical, pharma, and tesa.
* 1982: The steady expansion of NIVEA as a skin and body care brand started through many subbrands with an international focus—the introduction of NIVEA Gesicht (face) in Germany, Austria, and Switzerland.
* 1989: Change of strategy: Start implementing 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: The acquisition of the La Prairie brand originated at the famous La Prairie clinic in Montreux.
* 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 1917 by German Georg Jung, who produced bandages in Ohio, USA. The black-and-yellow packaging of the Futuro brand was introduced in 1936.
* 1999: The company's strategy was further streamlined to focus on a few strong consumer brands. Professional wound care and self-adhesive technology were allowed to introduce organizational structures.

### Twenty-first century

[edit]

Nivea Bear, Franklinstrasse 1 in Charlottenburg

* 2001: The new strategy enabled tesa to become an independent affiliate. Tesa AG was formed as a wholly owned affiliate of Beiersdorf, enabling it to react more flexibly to consumers and industrial customers.

Professional wound care was spun off in line with the new strategy and contributed to a joint venture between Beiersdorf and Smith & Nephew. BSN Medical, domiciled in Hamburg, was founded.

* 2002: Florena became a wholly owned subsidiary of Beiersdorf. The cooperation dates back to 1989 and intensified following Germany's reunification.
* 2003: The previous divisional organization was replaced by a new functional group focusing on brands, supply chain management, finance, and human resources.
* 2004: The new skin research center opened in Hamburg, underscoring the innovative strength of the globally successful Beiersdorf group.
* 2008: NIVEA began sponsoring the Times Square New Year's Ball Drop on 31 December 2008, along with the Carson's Countdown on NBC New Year's Eve specials.
* 2010: NIVEA launched its new product, NIVEA Happiness Sensation, featuring the song "Touch" by singer-songwriter Natasha Bedingfield in the commercial.
* 2011: NIVEA celebrates its "100 Years of Skincare" festivities featuring several performances by Barbadian singer and actress Rihanna.[10] Rihanna's song "California King Bed" was featured as a part of the "100 Years of Skincare" commercial campaign.[11]

## Controversies

[edit]

In 2011, NIVEA was fined $900,000 by the US Federal Trade Commission for falsely claiming that consumers could slim down by regularly applying NIVEA My Silhouette! cream to their skin.[12][13] The same year, NIVEA published a world map on its website that omitted Israel;[14] Simon Wiesenthal Center protests.[15]

In June 2019, the marketing and media industry journal Ad Age reported on 26 June 2019 that FCB, Nivea's long-time ad agency, had ended its relationship with the company. Among the primary reasons cited was NIVEA's rejection of a proposed ad that featured two men's hands touching because, according to a NIVEA executive, "we don't do gay at NIVEA."[16] Crain's Chicago Business reported that FCB had ended the relationship of more than a century. Noting that the breakup occurred at the end of LGBT pride month, Crain's noted that FCB would be forgoing the management of NIVEA's $21.8 million US advertising budget. It represented 1% of FCB's revenue globally.[17]

## See also

[edit]

* Companies portal

## References

[edit]

1. ^ Kleiner, Stefan; Knöbl, Ralf; Mangold, Max (2015). Das Aussprachewörterbuch (7 ed.). Berlin: Duden. p. 634\. ISBN 978-3-411-04067-4.
2. ^ Krech, Eva-Maria; Stock, Eberhard; Hirshfeld, Ursula; Anders, Lutz Christian (2010). "NIVEA". Deutsches Aussprachewörterbuch. Berlin, New York: De Gruyter. ISBN 978-3-11-018202-6. Archived from the original on 2012-01-05. Retrieved 2011-06-16.
3. ^ "Niveus". Latin Word List. Archived from the original on 2010-12-20. Retrieved 2011-04-16.
4. ^ Lewis, Charlton T.; Short, Charles (1879). "niveus". A Latin Dictionary. Perseus Digital Library.
5. ^ a b "Prof. Dr. Paul Gerson Unna | Personalities | About Us - Beiersdorf".
6. ^ "Biography - ERIH". www.erih.net. Retrieved 2021-04-29.
7. ^ "Former Beiersdorf CEO dies". cosmeticsbusiness.com. Archived from the original on 2021-04-29. Retrieved 2021-04-29.
8. ^ Jones, Geoffrey; Lubinski, Christina (2012). "Managing Political Risk in Global Business: Beiersdorf 1914—1990". Enterprise & Society. 13 (1): 85–119\. doi:10.1093/es/khr051. ISSN 1467-2227. JSTOR 23702489. Archived from the original on 2023-08-29. Retrieved 2023-08-29.
9. ^ a b "Milestones". Beiersdorf.com. Retrieved 2016-10-24.
10. ^ Maher, Cristin (May 10, 2011). "Long-Haired Rihanna Boards Cruise for Nivea Campaign". PopCrush. Archived from the original on 2012-03-21. Retrieved 2011-05-30.
11. ^ "California King Bed Featured in Nivea's TV AD!". RihannaNow.com. Archived from the original on 2011-07-25. Retrieved 2011-05-24.
12. ^ "Beiersdorf, Inc" (PDF). Federal Trade Commission. 29 June 2011. Archived (PDF) from the original on 2013-09-27. Retrieved 2016-10-24.
13. ^ "FTC Settlement Prohibits Marketer from Claiming that Nivea Skin Cream Can Help Consumers Slim Down". Federal Trade Commission. 29 June 2011. Archived from the original on October 22, 2013. Retrieved August 4, 2011.
14. ^ Lev, David (9 August 2011). "Boycotts Busted? EA, Nivea 'Forget' Israel, Draw Protest Letters". IsraelNationalNews.com. Archived from the original on 2019-05-04. Retrieved 2016-10-24.
15. ^ "Israel boycotted by Nivea? Simon Wiesenthal Center expresses outrage in letter to German cosmetics company". European Jewish Press. 7 September 2011. Archived from the original on 2012-03-23. Retrieved 2011-09-13.
16. ^ Rittenhouse, Lindsay; Neff, Jack (26 June 2019). "FCB parts with Nivea amid rising tensions, including allegations of homophobic remark — Client reportedly said 'we don't do gay' on a call with the agency". AdAge. Archived from the original on 2 July 2019. Retrieved 3 July 2019.
17. ^ Neff, Jack; Rittenhouse, Lindsay (July 2019). "Ugly FCB-Nivea breakup follows 100-year relationship, recent controversies: A rocky few years between Nivea and Chicago-based FCB have included three incidents where the brand was criticized for ads seen as racially insensitive". Crain's Chicago Business. Archived from the original on 3 July 2019. Retrieved 3 July 2019.

## External links

[edit]

Wikimedia Commons has media related to Nivea.

* Official website
* NIVEA's History

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