NIVEA – a German personal care brand that specializes in body-care.
Nivea is owned by the Hamburg – based company Beiersdorf Global AG. The company was founded on 28 March 1882, by Psul Carl Beiersdorf. Nivea India Private Limited is headquartered in India. In 1890, it was sold to Oscar Troplowitz. Troplowitz worked with Beiersdorf’s associate, Dr. Paul Gerso Unna, and the German chemist Isaac Lifschutz, developed a new skin care cream. In 1900, Lifschütz developed the first stable water-in-oil emulsion, Eucerit. This was the origin of Eucerin. Nivea comes from the Latin word meaning Snow-White.
During the 1930s, Beiersdorf produced various products such as tanning oils, shaving creams, shampoo, facial cleanser, and toners. In World War II, the trademark “NIVEA” was expropriated in many countries. After the war, Beiersdorf bought the rights back. During the 1980s, the NIVEA brand expanded into a wider global market.
Nivea’s Rethink Soft campaign is part of a new strategy meant to align the brand with a stronger identity. Rethink Soft which is intended to challenge the notion that the term “soft” is pejorative, connoting weakness. The campaign itself began with television ads followed by a social media campaign with 100 paid influencers, in-store signage at retailers such as Walmart and Target, and a donation of up to $200,000 to Kindness.org.
Nivea Rethink Soft
The brand increased its digital ad spend by 250% to accommodate the ongoing campaign, said Lindsey Brink, Nivea and Beiersdorf vp of marketing and integrated media. Nivea chose to focus on this topic after finding through an internal survey of approximately 1,500 people that 59% viewed the word “soft” as negative. Nivea is a portfolio brand within Germany-based conglomerate Beiersdorf AG, which recorded $7.9 billion in 2018 sales.
Nivea is a company dedicated to skin care and pride and belief in quality said Alvaro Alonso, Beiersdorf and Nivea gm for North America. While indie brands have been a hotbed for issues like diversity and inclusivity within beauty and personal care, conglomerate-owned brands have also been integrating progressive ideas around corporate social responsibility. Dove currently ranks No. 5 in global sales for beauty and personal-care brands, according to market research firm Euromonitor International, while Nivea ranks No. 2, with an estimated $10 billion to $15 billion in brand value, based on sales. P&G also began 2019 with its own take on the effects of toxic masculinity in society via a campaign for its Gillette brand. It received mixed reactions from the public and was accused of woke-washing, in which brands purport to be more socially conscious than consumers believe they are.
Nivea’s redesigned travel retail exclusives form a key part of the brand’s offer in the channel
To reduce dependence on imports and make its products affordable to a wide swath of the population, global skin and body care brand Nivea is setting up its first manufacturing plant in the country at Sanand in Gujarat with an investment of around Rs 1,000 crore. The plant, which will be spread over 70,000 square metres after being completed next year, will house Nivea’s first ever R&D centre in the Saarc region. Rakshit Hargave, MD with Nivea India, said it would help the company develop products at lower prices and drive distribution deeper.
German skincare brand Nivea plans to introduce in India products customised for tropical and dry weather instead of merely competing in the market on price parameters.
Nivea Essentially Enriched Lotion
Nivea Extended Moisturizer
Nivea Whitening Deo Armprints
Nivea Men Originals
Nivea Gets Slammed for Skin Lightning
Nivea Men Sensitive
Nivea White is Purity
Nivea Sin Skin Cream
Nivea Lip Balm
Nivea Aloe Hydration Body Lotion