Nivea

Nivea (,[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.

Timeline

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

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

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.

Rest of 20th century

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.

Twenty-first century

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.

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.

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

type	Skin and body care
currentowner	Beiersdorf AG
origin	Germany
introduced	1911 (as Nivea)
related	• Eucerin • Aquaphor • Labello • Coppertone
markets	Worldwide
website	nivea.com

History

Timeline

1920s

Nazi period in Germany and aftermath

Rest of 20th century

Twenty-first century

Controversies

See also

External links

References